Flight Centre snags new tech partner to foster customer retention

By Alexandra Coulton

Flight Centre Travel Group has teamed up with Qualtrics to help improve customer retention and growth and boost travel consultant productivity across its corporate brands FCM and Corporate Traveller.

Since the start of the pandemic, Flight Centre has kept busy investing in its people, products, technologies, and systems to spur future growth.

Having seen this strategy pay off among its corporate businesses – with multiple regions now back to pre-COVID levels or ahead of 2019 numbers – the travel giant is focused on growing its market share in the global business travel sector by focusing on improving and innovating customer experience.

Using Qualtrics CustomerXM, Flight Centre will create an end-to-end view of the customer experience delivered by FCM and Corporate Traveller by improving its current cross-channel voice of the customer program throughout the entire corporate sales cycle – from consideration to renewal.

Insights will be made available in real-time, equipping Flight Centre’s teams with a deep understanding of the evolving expectations of corporate customers, and enabling them to take rapid, targeted action to resolve issues, uncover unmet needs and cross/upsell opportunities, and identify what drives customer decision making.

“The disruption faced across the travel industry has reinforced both the value of expert travel managers and advisors, and the ongoing need to invest in people and customer-friendly technology,” said Chris Preston, senior vice president and head of global marketing operations, Flight Centre Travel Group.

“Listening and responding to customer feedback has always been critical for the Flight Centre Travel Group customer service experience and that will forever be a key pillar for us – this program will allow us to level up even more in that space.

“With the insights and capabilities provided by Qualtrics, we’ll be able to confidently take action designed to maintain our high market share in Australia and accelerate our growing footprint in the Americas and Europe, the Middle East, Asia, and Africa.”

Vicky Katsabaris, director of XM solutions and strategy at Qualtrics added; “In today’s rapidly evolving markets, across every industry, organisations that can stay aligned with and respond to the evolving needs of customers are set to win outsized market share.”

“The early stages seen at Flight Centre Travel Group are very promising and is testament to the long-term value of taking a customer-centric approach and highlights the critical role experience management technologies have to play in helping organisations keep and find new customers.”

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Chris Preston fcm flight centre flight centre travel group Qualtrics Qualtrics CustomerXM