Decision Inc. Australia Automates Customer Feedback Review Process and Leverages AI to Streamline Sentiment Analysis for Major Hospitality Group

Solution Overview

The Client

An Australian hospitality group, which operates cinemas, hotels, restaurants and resorts across Australia, New Zealand and Germany, undertook a strategic initiative to listen to, track and elevate customer feedback, leveraging new technologies and capabilities to improve the customer experience.

It began to seek out ways to not only automate the process but leverage GenAI to better understand the responses and take action on those insights.

The Challenge

The business’ stated strategic initiative, “Elevate our Customers”, aimed to enhance the customer experience and ensure all responses obtained from its customers – positive, negative or neutral – would be captured, classified and elevated where necessary to properly address feedback.

Successful delivery of this initiative is a key component in the achievement of its strategic goals, but the process needed to be automated – given the size of the company and the many thousands of customers it would serve every day. The current manual processes are time-consuming and error prone requiring hours of review and analysis from GMs within the business.

“Data is only as good as the business’ ability to analyse it,” said Tony Butler, MD of Decision Inc. Australia. “When a business is obtaining streams of customer generated data – containing insights, opportunities, risks and typos – it can be hard, if not impossible, to ingest, classify and interrogate it all with complete accuracy.”

The hospitality group sought the development and implementation of a solution to automate and optimise the capture and analysis of unstructured customer satisfaction survey feedback. Additionally, it wanted to leverage generative artificial intelligence (GenAI) to identify key survey themes, sentiment, and anomalies.

It began speaking to Decision Inc. Australia about developing a bespoke solution for its initiative.

The Solution

Decision Inc.’s approach to the development of the solution provided a clear pathway to delivering greater insights into customer sentiment. Once implemented, it would help deliver against the hospitality group’s strategic framework of putting the customer at the centre, with success measured based on net promoter score and sentiment tracking.

The solution has been deployed within the business’ environment, integrating Snowflake as a data warehouse and AWS Bedrock as the GenAI engine. Anthropic Claude 2 LLM was chosen to quickly collate and summarise the responses, mapping to pre-defined themes including service level, cleanliness, and value for money. From there, the solution generates a sentiment rating – positive, negative or neutral – against each theme.

The Outcome

Decision Inc. Australia’s Customer Feedback Analysis solution was released into production to positive feedback from the team at the hospitality group.  

Feedback from customers can typically be categorised as either operational or strategic, and the opportunity to automatically categorise and therefore respond appropriately has proven extremely beneficial to the business. Operational feedback requiring immediate focus from the cinema team is available in near-real time to address, while feedback requiring more strategic change or investment is also summarised and centralised – allowing data-driven business cases to support decision-making.

“What GenAI has proven it can do better than any human already is summarise vast streams of data within minutes, which is proving a boon for their entire organisation,” said Butler. “A business in the service industry relies on its reputation, and the better it can understand and respond to customers, the better for its reputation.”

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