The client is a leading Middle Eastern airline, described in the case study as renowned for its exceptional service. It operates a vast network of customer interactions across multiple channels and traveler segments, including Economy, Business and First class passengers, Skywards loyalty tiers from Blue to Platinum, and transit, non-transit, personal and business travelers. Its customer journey spans flight booking, reservation and customer care, lounges in Dubai and at outstations, and the post-journey experience. The airline is not named in the published document.

The airline's vast network of customer interactions across channels and traveler segments, combined with a need to understand employee sentiment, made it difficult to gather timely feedback. Traditional methods were delayed or inconsistent, so customer pain points went unaddressed and the airline had limited insight into employee issues.

Feedback needed to be collected at every stage of the journey, from flight booking to the post-journey experience, and from many traveler personas: Economy, Business and First class passengers; Skywards members across Blue, Silver, Gold and Platinum tiers; and transit, non-transit, personal and business travelers. The airline also wanted to use a wide range of channels, including email, QR codes, SMS, WhatsApp, kiosks, inflight screens and mobile apps.

Specific gaps were clear at the touchpoint level. Post-booking feedback was delayed. Feedback after voice and chat interactions with reservation and customer care was inconsistent, and feedback from call center or ticket office bookings was limited. There was no efficient system for website or mobile app bookings, no structured mechanism for lounge feedback in Dubai or at outstations, and loyalty program feedback was sporadic. On the employee side, there was little feedback from departing staff and no formal process for gathering views on organizational culture.

XEBO.ai, an AI-powered customer and employee experience management platform, automated survey distribution and delivered real-time insight at the airline's critical touchpoints. Eight customer surveys were deployed. A flight booking experience survey and a post-booking survey for website and app bookings were triggered from the CRM and the airline's website after booking confirmation. Voice and chat surveys and a booking survey for call center and ticket office sales were triggered from Genesys after each session. QR codes placed in the Dubai lounges and at all outstation lounges let passengers give feedback at the time of their visit. A Skywards engagement survey was automated monthly and sent to a random sample of members, and a customer experience survey was triggered from Salesforce within hours of journey completion.

The platform was then extended to employees. Automated exit surveys collected insight immediately after a resignation so that HR could identify reasons for attrition, and periodic culture surveys captured feedback on satisfaction, workplace culture and morale.

Each survey used a channel suited to its touchpoint: email for transactional booking, care and post-journey surveys, and QR codes for voluntary lounge feedback. Triggers were tied to the systems already running those interactions, so every feedback opportunity was captured without manual effort, and results were available in real time for action by customer service, loyalty and HR teams.

• Faster response times: the airline cut the time needed to capture and act on customer and employee feedback.
• Increased response rates, with a notable rise in participation across email, QR code and mobile app channels.
• Real-time data improved lounge experiences and loyalty programs and informed decisions on workplace culture.
• Automated feedback and personalized actions improved satisfaction for passengers and created a more engaged workforce.
• Feedback is now captured at eight customer touchpoints plus employee exit and culture surveys from a single platform.