As it is in our legitimate interests to be responsive to you, to provide customised services and marketing and to ensure the proper functioning of our products, services and organisation, we will use your Customer Data to:

improve our website and mobile application and to ensure content from the website and mobile application is presented in the most effective manner for you and your device;
administer the website and mobile application, and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes;
monitor and record calls for quality, training, legal compliance, analysis and other related purposes in order to pursue our legitimate interest to improve service delivery;
send you surveys by email (including surveys related to our Registered Customer, KrisFlyer or HighFlyer programmes, if you are a member, as detailed below). You can opt-out of receiving these surveys at any time by contacting us;
send you service emails, such as reminders when you have not checked out your purchases on our website or mobile application. You can opt-out of receiving service emails at any time by contacting us;
respond to your enquiries, requests or feedback;
enforce our terms, conditions and policies;
allow you to participate in interactive features of the website and mobile application, when you choose to do so;
customise our products and services to you, including by responding to and catering for your customer preferences;
personalise the content you see on our website, mobile application and inflight entertainment systems, by enabling you to save your preferences on our inflight entertainment systems and suggesting content for your next flight;
keep the website and mobile application safe and secure;
aggregate Customer Data into anonymised statistical data (such as number of passengers flown on a particular journey), which we will use for statistical analysis so that we can better understand our customers' profile and improve our service offering;
to customise our marketing e.g. send you targeted marketing on places you would like to visit, based on your responses to optional questions on our website and mobile application, and your prior travels. If you are an EU or Swiss resident, you can object to this profiling and opt-out of receiving such targeting marketing. For more information on this right, you can refer to Section 8; and
In relation to our KrisFlyer and Registered Customer programmes, we will use your Customer Data to:
i. provide you with any information including promotions and offers from us and other KrisFlyer programme partners, where applicable (with your consent where required by applicable laws);
ii. deliver programme-related benefits including, but not limited to, automatically enrolling you in lucky draw promotions;
iii. contact you regarding product and customer related surveys and market research;
iv. respond to your email and call enquiries;
further, as a KrisFlyer member, Customer Data will be used to provide services to celebrate special occasions; and send KrisFlyer-related news and KrisFlyer e-statements and associated promotions and offers (with your consent where required by applicable laws)
If you are a participating company under the HighFlyer programme ('Participating Company') and if you are a Corporate Travel Manager ('CTM') or Assistant Corporate Travel Manager ('ACTM'), we will use the Customer Data to:
i. maintain the Participating Company's HighFlyer account;
ii. facilitate Participating Company-related transactions and services;
iii. market and communicate to the CTMs and ACTMs information on SIA, SilkAir and HighFlyer promotions, contests, events and lucky draws, including those conducted by HighFlyer program partners (with your consent where required by applicable laws);
iv. contact the CTMs and ACTMs regarding product and customer related surveys and market research;
v. respond to email and call enquiries from the CTMs and ACTMs; and
vi. Send the CTMs and ACTMs programme information updates and other account related information.
If you are a Participating Company under the HighFlyer programme and if you are a Corporate Traveller ('CT'), we will use the Customer Data to:
i. maintain your travel records in the Participating Company's HighFlyer account;
ii. facilitate Participating Company-related transactions and services;
iii. contact the CTs regarding product and customer related surveys and market research; and
iv. respond to email and call enquiries from the CTs.
If you are an employee of an entity with a contractual relationship with us:
i. to contact you to perform our services, and in particular, to monitor and record calls for quality, training, legal compliance, analysis and other related purposes in order to pursue our legitimate interest to improve service delivery;
ii. enforce our terms and conditions against your employer; and
iii. communicate with you about products, services, promotions, events and other news and information we think will be of interest to you.

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