Global customer-experience specialist TDCX has been honoured once again by leading full-service carrier Singapore Airlines (SIA) with the Outstanding Partner accolade at the CEO Service Excellence Awards 2025 — marking the fifth consecutive year that TDCX has earned this distinguished recognition. This milestone underscores the company’s deep-rooted commitment to elevating passenger experience and supporting Singapore Airlines in its mission of delivering world-class service to travellers across the globe.
A sustained partnership built on innovation
For more than 18 years, TDCX has worked hand-in-glove with Singapore Airlines, deploying cutting-edge technology solutions and service-delivery practices designed to enhance every customer touchpoint. In its award citation, the airline held up TDCX’s innovative efforts to streamline operations, boost responsiveness and deliver consistent high-quality service as exemplary. Thanks to this long-standing alliance, Singapore Airlines has been able to strengthen its proud reputation for premium customer care.
Driving service efficiency through technology
One of the most tangible outcomes of this partnership has been the dramatic reduction in handling time for customer transactions. Through bespoke technology tools developed and implemented by TDCX, the average duration of certain customer-service interactions was slashed from around five minutes to just one minute. The effect is a smoother, faster, more reliable experience for passengers at every stage. At the same time, service quality has been maintained at a very high level: customer satisfaction scores remain exceptional even as throughput improves.
Beyond efficiency gains, the tools and processes developed by TDCX have been adopted by wider service-providers within the SIA ecosystem — a clear marker of both impact and scale.
Strategic evolution and brand milestone
The 2025 recognition comes at a pivotal time for TDCX, which recently marked its 30-year anniversary and unveiled a refreshed brand identity. This milestone reflects the company’s evolution in a fast-moving global environment shaped by digital transformation, artificial intelligence, outsourcing innovation and shifting talent markets. By embracing this change, TDCX has positioned itself not just as a service supplier, but as a strategic growth partner for its clients — helping them adapt and thrive in the digital economy.
A partnership grounded in shared vision
According to TDCX’s Group COO and Executive Vice President, Ms Angie Tay, being recognised by Singapore Airlines is a source of pride and affirmation. She emphasised that TDCX sees itself as fully invested in the success of its clients, collaborating closely to achieve shared ambitions. The 18-plus years of collaboration between the two organisations reflect a foundation of trust, a mutual commitment to excellence and a forward-looking mindset. Together, they continue to set new benchmarks for what airline customer experience can deliver.
Looking ahead – customer experience in the age of AI and automation
As airlines increasingly look to artificial intelligence, automation and omnichannel engagement to stay ahead, TDCX is stepping into the role of orchestrator for change. Its focus is not only on reducing cost or improving speed, but on enabling meaningful, personalised interactions and consistent service across digital, voice and in-person channels. By doing so, TDCX helps carriers like Singapore Airlines meet rising passenger expectations and sustain competitive differentiation.
Why the recognition matters
In an industry where passenger loyalty is earned through the seamless delivery of service, recognition by Singapore Airlines carries enormous weight. Winning the Outstanding Partner award for five consecutive years speaks to TDCX’s capacity to deliver enduring value, adapt to evolving needs and maintain quality at scale. It also reflects Singapore Airlines’ willingness to entrust key elements of its customer engagement infrastructure to a partner that genuinely cares about the passenger experience.
Final thoughts
The award from Singapore Airlines is not just a stamp of accomplishment — it signals that TDCX is among the sector-leaders in the customer-experience outsourcing space. As the company scales, innovates and supports major global brands in travel and beyond, its role is becoming ever more pivotal. For passengers of Singapore Airlines and other partner brands, the outcome is real: faster service, fewer friction points and reassuring consistency. In an age where every minute counts and every interaction can shape brand loyalty, TDCX’s latest win shows that the investment in CX excellence truly pays off.
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