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Flight Centre Travel Group - logoIn a groundbreaking move, Flight Centre, a leading global travel agency, has partnered with Qualtrics to revolutionize its customer experience strategy. By harnessing the power of AI-powered conversational analytics and natural language processing, Flight Centre is setting a new standard in the travel industry, transforming millions of customer feedback pieces into actionable insights.

Flight Centre, a flagship brand of Flight Centre Travel Group, has long been recognized for its commitment to customer satisfaction. However, travellers’ rapidly evolving expectations and behaviours have necessitated a more sophisticated approach to understanding and responding to customer needs. Enter Qualtrics, the pioneer of experience management (XM), whose cutting-edge AI capabilities are now empowering Flight Centre to decode and react to every piece of customer feedback with unprecedented precision.

Unleashing the Power of Qualtrics AI

Unlike traditional customer experience programs that primarily focus on structured feedback, such as satisfaction surveys, Flight Centre’s new initiative with Qualtrics goes beyond the conventional. The travel agency now taps into diverse structured and unstructured feedback channels—including emails, chat, social media, online reviews, and traditional surveys. This holistic approach allows Flight Centre to comprehensively understand customer sentiment, intent, and effort across the customer journey.

The core of this transformation lies in Qualtrics’ advanced conversational analytics and natural language processing technologies. These tools enable Flight Centre to listen to and analyze feedback at scale, uncovering the emotions and preferences that drive customer behaviour. By doing so, Flight Centre can pinpoint friction and unmet needs, crafting personalized experiences that resonate with customers’ expectations.

Transformative Insights for Enhanced Customer Experience

The implementation of Qualtrics AI has been a game-changer for Flight Centre. Since early 2024, the travel agency has analyzed millions of sentences of unstructured feedback, gaining previously unattainable insights. These insights are instrumental in tailoring services, improving product quality, and enhancing the overall travel experience for customers.

Andrew Stark, Global Managing Director of Flight Centre, emphasized the significance of this partnership: “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.”

Pioneering a New Age in Experience Management

Flight Centre is among the first organizations in the Asia Pacific region to deploy Qualtrics’ AI-powered technologies on a large scale. In the coming months, the travel agency plans to expand its use of these technologies to additional feedback channels, further enhancing its ability to respond to customer needs in real-time.

Brad Anderson, President of Product, UX, and Engineering at Qualtrics, highlighted the broader implications of this collaboration: “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.”

A Data-Driven Future

Qualtrics, which serves nearly 20,000 customers globally, analyzes over 3.5 billion conversations annually in more than 20 languages. This vast database of human experience data, comprising over 15 billion experience profiles, enables organizations to identify and resolve customer and employee pain points effectively.

The partnership between Flight Centre and Qualtrics exemplifies AI’s transformative potential in the business world. By leveraging advanced analytics and natural language processing, Flight Centre is enhancing its customer experience and setting a benchmark for the travel industry.

For more information about Qualtrics and its AI-driven solutions, visit Qualtrics.




Written by: My Thanh Pham