Changi Airport

How Changi Airport Group continually improves airport experiences with customer insight

4600 members recruited in the first six months

40% average community response rate

$110K saved in research costs in six months


Widely recognised as the best airport in the world, Changi Airport places service and customer feedback at the heart of what they do. Through the Changi Insiders community, the Changi insights team engages with over 10,000 members, seeing upwards of 40% response rates on average. Apart from traditional surveys, Changi Airport also hears the voices of customers through various means such as face-to-face interviews and focus group discussions.

Fast Facts


Travel & Tourism



Customer Experience


Use case:

Customer experience

Business Outcome:

De-risk decisions

Business Challenge

As a leader in customer centricity across Asia Pacific, Changi Airport has always strived to build deeper relationships with their passengers and shoppers. With more than 62 million passengers passing through the airport, Changi Airport aims to continuously deliver a Changi Experience that is 'Personalised, Stress-Free and Positively Surprising' for all shoppers and travellers alike.


Ease of navigation across different touch points within the airport and awareness of security guidelines are pivotal to creating a seamless travelling experience. Using Changi Insiders, Changi Airport tested and generated insights on a sizable group of passengers on their understanding of wayfinding signage and security guidelines within a matter of days. With the voice of its customers, Changi Airport is able to constantly enhance passenger experiences throughout the airport.

4600 members recruited in the first six months

40% average community response rate

$110K saved in research costs in six months

Service and customer experience are core elements of our DNA. Through Changi Insiders, we connect with our customers in a two-way dialogue where customers can engage and share their experiences with us directly, driving ongoing insights.

-Jeffrey Loke, Vice President of Pricing and Commercial Strategy, Changi Airport

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