Flight Centre Starts Using Qualtrics AI to Manage Customer Feedback

Travel retailer and corporate travel manager Flight Centre has begun using Qualtrics AI to capture, analyse, and act on structured and unstructured feedback from emails, chat, messaging, social, online reviews, and traditional surveys.
Traditional customer experience programs focus on structured feedback, such as satisfaction and post-sale surveys. But Qualtrics says its AI platform will allow Flight Centre to build a complete view of its customer experience and sentiment across the entire customer journey and around important buying decisions, such as service and product quality, price, point of sale, trip experience, and travel experience.
“To deliver the personalised, human experiences customers are looking for today, organisations need the ability to improve every experience in the moment, across every channel and engagement that matters,” said Qualtric’s Brad Anderson. “Using Qualtrics AI, organisations like Flight Centre are pioneering an impactful new age for experience management by deepening their ability to understand and meaningfully respond to their customers, which is driving greater outcomes for customers alongside bottom-line business impact.”
Qualtrics says its platform is used by nearly 20,000 customers globally to analyse more than 3.5 billion conversations in more than 20 languages every year, enabling them to identify and resolve the unmet needs and points of friction for customers and employees.
Flight Centre is one of the first organisations in Asia Pacific to go live with Qualtrics’ AI-powered conversational analytics and natural language processing technologies. Since early 2024, Flight Centre has analysed millions of sentences of unstructured feedback shared by customers with Qualtrics AI, with plans to scale to additional feedback channels in the months ahead.
“While the needs, expectations, and behaviours of travellers continue to change at an accelerated rate, Flight Centre can deeply understand and respond to their needs better than ever before,” said Flight Centre’s Andrew Stark. “Listening and responding to feedback has always been critical to our team, and with the new capabilities, we are able to uncover even more actionable, specific insights that can help us deliver greater services, experiences, and products for our millions of customers.”

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