Singapore Airlines (SIA) has launched the KrisConnect Programme in a bid to enhance the overall customer experience. This initiative looks to make information and functionalities on SIA’s digital platforms more readily available to partners.The programme is currently in its execution phase with partners across the travel ecosystem "committing" to tap on SIA's API content. These partners include travel aggregators such as Google, KAYAK, Skyscanner and Travelfusion, global distribution systems such as Amadeus, Sabre and Travelport. In addition, travel agents such as CTM and Ctrip/Trip.com are also involved.Meanwhile, a recent initiative that fits into SIA’s KrisConnect Programme will be the IATA’s New Distribution Capability (NDC) connection with Skyscanner. It allows customers the ability to book SIA’s flights directly on Skyscanner.The KrisConnect Programme makes use of Application Program Interfaces (API) technology such as those from NDC programme as well as other proprietary APIs. Available to external parties, the APIs offer partners a range of functionalities including making and management of flight bookings, checking on flight status information and providing KrisFlyer-related information, among others.“Personalised service and being customer-focused have long been the hallmarks of Singapore Airlines. APIs accord us the opportunity to extend these values beyond our traditional touch points and we are pleased to launch KrisConnect to develop a deeper relationship with partners to improve the SIA customer experience on their platforms,” senior vice president sales and marketing, Campbell Wilson said.In conjunction with launch of KrisConnect Programme, SIA has also launched a developer portal to provide SIA partners with more information on the range of APIs available and how to get access to these APIs.Most recently, Singapore Airlines was in the midst of a global integrated pitch, which has shortlisted DDB and Omnicom Media Group; TBWA and PHD and Dentsu Aegis Network, Marketing understands. The initial shortlist, only couple of weeks ago, saw agencies entering consortium style and also included Team WPP (consisting of JWT, VML, Superunion and Mindshare) and the Publicis Groupe.
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