Flight Centre is one of the first companies in the Asia-Pacific region to onboard a new AI-powered customer experience program that can analyse and act on unstructured feedback from emails and chat through to online reviews and social media.
Qualtrics AI enables FC to use its sophisticated conversational analytics and natural language processing (NLP) tech to create a more complete view of its customer experience (CX).
While traditional CX programs focus on structured feedback, such as customer satisfaction and post-sale surveys, Flight Centre can also listen to and analyse unstructured client feedback and data across emails, chat, messaging, social and online reviews, traditional surveys and more.
Equipped with this deep omnichannel understanding, the brand, recently named Australia’s most trustworthy travel agency, can better understand the client experience and sentiment across the entire customer journey.
This includes travellers’ key buying decisions, such as service and product quality, price, point of sale, trip experience and travel experience.
Since early 2024, Flight Centre has used Qualtrics AI to analyse millions of sentences of unstructured customer feedback with plans to add more channels in upcoming months.
Flight Centre Global Managing Director Andrew Stark said Qualtrics AI allowed the brand to understand and respond to travellers’ needs better than ever before and deliver the personalised, human experiences they expect.
“The needs, expectations and behaviours of travellers continue to change at an accelerated rate,” he said.
“Listening and responding to feedback has always been critical to our team and with the new capabilities, we’re able to uncover even more actionable, specific insights that can help us deliver greater services, experiences and products for our millions of customers.”
