After early implementations at the beginning of the year, the firm plans to scale the technology to more feedback channels soon

Since early 2024, Flight Centre, one of the world’s largest travel retailers, has adopted an AI-powered experience management solution to enhance customer experience and agent productivity.

According to the firm, while traditional customer experience programs focus on structured feedback (such as satisfaction and post-sale surveys), the solution it has chosen offers a more complete view of its customers due to the use of purpose-built, AI-powered, advanced conversational analytics and natural language processing capabilities.

With this new experience management solution, Flight Centre can listen to and analyze customer feedback from a range of structured and unstructured channels such as emails; online chats; messaging; social and online reviews; traditional surveys and so on. More of the emotion, intent, preference, and effort behind every engagement can be picked up to gain rapport.

The firm’s Global Management Director, Andrew Stark, said that, while the needs, expectations, and behavior patterns of travelers continue to change at an accelerated rate, the firm is “able to deeply understand and respond to their needs better than ever before. 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.”

Equipped with this deep omnichannel human understanding, the firm will be able 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.

According to Brad Anderson, President of Product, UX and Engineering, Qualtrics, the experience management technology provider: “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… Organisations like Flight Centre are… deepening their ability to understand and meaningfully respond to their customers, which is driving greater outcomes for customers alongside bottom-line business impact.”