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Changi Airport Group, Accenture extend partnership to bolster experience for travellers in Singapore

Singapore – Changi Airport Group has extended its partnership with global professional services Accenture for the next three years to further transform operations and enhance the experience for travellers visiting Changi Airport in Singapore. This partnership began in 2019 with the establishment of a digital factory, known as DIVA — for digital, innovation, ventures, and analytics — designed to enable CAG to develop, experiment and launch new digital products and services.

Through the extended partnership, the two organisations will be leveraging innovative technologies such as extended reality, machine learning, Internet of Things, and edge computing to enable Changi to seamlessly engage travellers at various touchpoints, from before they arrive at the airport to after they leave. There will also be knowledge and skills transfer to the CAG team.

Adopting a customer-centric approach based on rapid prototyping, both organisations will be jointly designing and rolling out new digital products across Changi, which includes a new loyalty platform that will enable customers to earn points for both spending and travelling, redeem loyalty points across channels in one place and provide more redemption choices, encouraging customers to stay engaged and connected. By integrating data from various sources, the platform will allow Changi to understand its customers better, as well as enable the company to provide them with highly personalised communications, experiences, and offers.

Moreover, Accenture will be implementing a centralised identity and access management solution to help improve data security and privacy. This will eliminate the need for customers to sign in through multiple accounts to access different applications.

Jean Hung, group senior vice president for Enterprise Digital Ecosystem & Business at CAG, shared that in this next phase of their digital transformation journey, how they deliver the unique Changi experience, whether offline or online, to their customers remains key. 

“Our vision is to build deeper relationships with our customers and strive to serve them even better through innovative and interactive digital solutions. We are happy to extend our collaboration with Accenture, who has proven to be a valuable partner with the ability to combine innovative design capabilities with technology and industry expertise,” said Hung.

Meanwhile, Wee Wei Ng, Accenture’s country managing director for Singapore, said they have been working closely with CAG to implement digital enhancements and infuse a culture of experimentation. 

“As the line between the physical and digital continues to blur, organisations have the opportunity to address issues like trust, sustainability, safety, responsible access and use, diversity and more, helping set the stage for the future. We see many new possibilities to bring even more immersive collaborative, personalised and meaningful experiences to CAG’s customers,” she added.

Divyesh Vithlani, senior managing director and SEA market unit lead at Accenture, commented, “We aim to leverage emerging technologies such as Web3 to help Changi connect its customers, partners and their workforce to give everyone greater choice and control over how they work, live, play and learn while building a greater sense of community and culture. Facilitating knowledge and skills transfer to Changi’s employees will also enable Changi to be more self-sufficient to achieve better business outcomes.”