Flight Centre Uses Qualtrics AI to Unlock Insights from Unstructured Customer Feedback

Leading global travel agency  Flight Center chose Qualtrics AI to gather actionable customer insights across multiple feedback channels with advanced conversational analytics and NLP; the company analyzed millions of unstructured customer feedback data using Qualtrics AI.

Qualtrics announced Flight Centre is using Qualtrics® AI to enhance customer experience and agent productivity through a new ability to analyze and respond to every piece of structured and unstructured customer feedback being shared with the company. Flight Center is one of the world’s largest travel retailers and flagship brand of Flight Centre Travel Group.

Qualtrics used its vast universe of experience data to form the largest database of human sentiment in the world to provide Flight Center with a unified view of its customer feedback.

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While traditional customer experience programs focus on structured feedback, such as satisfaction and post-sale surveys, Flight Centre is gaining a more complete view of its customers with Qualtrics. Using purpose-built, AI-powered, advanced conversational analytics and natural language processing capabilities, Flight Centre can listen to and analyze customer feedback from a range of structured and unstructured channels – such as emails, chat, messaging, social and online reviews, traditional surveys and more – and understand the emotion, intent, preference, and effort behind every engagement.

Equipped with this deep omnichannel human understanding, Flight Centre is able to precisely understand the customer experience and sentiment across the entire customer journey and around key buying decisions, such as service and product quality, price, point of sale, trip experience, and travel experience. The customer experience-specific insights enable Flight Centre to custom-craft and deliver tailored experiences addressing customers’ unmet needs and points of friction, creating opportunities to enhance the customer experience in the moments and channels that matter.

Flight Centre is one of the first organizations in Asia Pacific to go-live with Qualtrics’ AI-powered conversational analytics and natural language processing technologies. Since early 2024, Flight Centre has analyzed 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 behaviors of travelers continue to change at an accelerated rate, Flight Centre is able to deeply understand and respond to their needs better than ever before with Qualtrics. 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,” said Andrew Stark, Global Managing Director, Flight Centre.

“To deliver the personalized, human experiences customers are looking for today, organizations need the ability to improve every experience in the moment, across every channel and engagement that matters. Using Qualtrics AI, organizations 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,” said Brad Anderson, President of Product, UX, and Engineering at Qualtrics.

Qualtrics is used by nearly 20,000 customers globally to analyze more than 3.5 billion conversations every year – in more than 20 languages – enabling them to identify and resolve the unmet needs and points of friction for customers and employees. Qualtrics maintains the world’s largest database of human experience data, which includes more than 15 billion experience profiles that capture sentiment, satisfaction, effort, engagement, expectations and preferences across the entire customer and employee journey.

Qualtrics, the leader and creator of the experience management category, is a cloud-native software provider that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees – so they can understand their greatest friction points, retain and engage top talent, and deliver the right products and services. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action.