From Customer Voice to Actionable Intelligence

Across the travel and hospitality industry, organizations are inundated with customer input: post-trip surveys, online reviews, NPS forms, call center transcripts, chat logs, and social channels. This feedback arrives continuously, in multiple languages, and overwhelmingly in unstructured form. Yet despite its richness, much of this data never meaningfully influences decision-making. 

At the same time, customer expectations have shifted. Experience is no longer judged retroactively; it is expected to adapt in real time. Guests don’t just want to be heard—they expect visible action. 

This growing gap between customer voice and organizational response has become a critical challenge. 

The Challenge: Feedback Everywhere, Insight Nowhere

Most organizations are not short on feedback. They are short on usable insight. 

Traditional BI tools and siloed analytics teams struggle with the volume, velocity, and variance of modern customer feedback. Dashboards summarize scores and trends, but they rarely explain why sentiment is changing or what should be done next. Analysts become bottlenecks, manually interpreting open-text responses long after the moment to act has passed. 

Numerical ratings offer a surface-level view, but the real value lives in descriptive feedback—complaints, suggestions, and contextual nuance. In practice, this qualitative data remains largely untapped, hidden behind scale and complexity. 

The result is slow insight cycles, reactive decision-making, and missed opportunities to improve customer experience when it matters most. 

Introducing an Agentic Approach to Feedback Intelligence

To address this growing challenge, Xebia developed the Customer Feedback Intelligence Accelerator—a purpose-built solution designed to turn fragmented customer feedback into actionable intelligence. 

Rather than treating feedback analysis as a reporting exercise, the solution introduces an agentic, AI-native intelligence layer that continuously analyzes customer input, uncovers friction points, and translates sentiment into decision-ready insight. 

With this approach, insights aren’t just generated—they are operationalized. Customer feedback becomes a living signal that informs teams in near real time, without waiting for analysts or quarterly reports. 

Agentic Intelligence in Motion

At the heart of the Customer Feedback Intelligence Accelerator is a modular stack of AI agents, purpose-built for understanding customer voice at scale. 

Each agent focuses on a specific aspect of feedback intelligence: 

Working together, these agents move beyond static analysis. They continuously adapt as new feedback arrives, ensuring insights remain current, contextual, and relevant. 

Customer Feedback Intelligence Accelerator Architecture

At a high level, the Customer Feedback Intelligence Accelerator is built as an intelligent feedback layer on top of Databricks. 

Databricks provides the scalable data and analytics foundation needed to ingest, unify, and process large volumes of structured and unstructured feedback—from surveys and reviews to transcripts and chat logs. By centralizing this data in the Databricks Lakehouse, organizations establish a single, governed source of truth for customer voice. 

On top of this foundation, Xebia’s agentic AI framework continuously reasons over incoming feedback. Large language models interpret themes, sentiment, and context, translating complex signals into clear, actionable insights. As new data lands in Databricks, analyses update automatically—allowing organizations to respond to emerging issues without delay. 

The result is a feedback intelligence capability that scales with demand, integrates seamlessly with existing systems, and keeps insight tightly aligned with real customer experience. 

From Insight to Action — No Analyst Required

What makes this approach different is not just speed, but accessibility. 

Insights are delivered through an interactive, persona-aware interface designed for insight velocity. Teams can explore sentiment heatmaps, apply dimension-based filters, and drill into root causes without needing technical expertise. 

Summaries and findings can be exported directly into formats executives already use—PDFs, spreadsheets, or presentations—ensuring insights travel beyond dashboards and into decision forums. 

Customer feedback stops being a static dataset and becomes an active input into operational and strategic decisions. 

When Ratings Don’t Tell the Full Story

In one pilot dataset, more than 30,000 customer feedback records were collected from passengers. While numerical ratings suggested a broadly positive experience, over 70% of the feedback was descriptive text. 

The real insights were hidden in plain sight. 

By analyzing this unstructured feedback, the Customer Feedback Intelligence Accelerator revealed the true drivers behind scores—pinpointing specific pain points, recurring themes, and improvement opportunities that were invisible in aggregate metrics alone. 

Instead of asking “What score did customers give?”, teams could finally answer the more important question: 

“Why did they feel this way—and what should we do about it?” 

From Reactive Listening to Proactive Experience Design

By continuously analyzing feedback as it arrives, the Customer Feedback Intelligence Accelerator enables organizations to: 

The Customer Feedback Intelligence Accelerator transforms customer voice into an always-on intelligence system, combining scalable data foundations, agentic AI reasoning, and human-friendly insights.