We have seen throughout this entire series how AI is reshaping loyalty program results and management. Sentiment analysis and the ability to take action has always been a challenge for loyalty marketers. Now, AI is enabling businesses to monitor and understand customer sentiment in real time. With AI-powered sentiment analysis, businesses can analyze customer feedback from recent surveys, a customer experience chat or phone conversation, product or service reviews, and social hashtags and discussions to gauge how customers feel about the program. By identifying trends in customer satisfaction or dissatisfaction, businesses gain actionable insights into what’s working and where improvements are needed. For example, AI might detect that customers frequently praise the program’s rewards but express frustration about the complexity of redemption processes, highlighting a specific area to address.
AI-powered sentiment analysis also helps businesses respond proactively to customer concerns. For instance, if negative sentiment spikes after a program update, AI can alert management, enabling quick corrective actions or communication. Similarly, positive trends, such as excitement around a new feature or reward, can inform future enhancements. By integrating these insights into loyalty program management, businesses can create programs that better align with customer expectations and foster long-term engagement.
For travel businesses, AI’s ability to streamline operations and optimize resources means offering superior travel experiences at a fraction of the traditional cost.1 One program that has successfully implemented AI-powered sentiment analysis is Delta Airlines SkyMiles. SkyMiles applies AI sentiment analysis from millions of customer interactions including flight reviews and post-travel surveys, social media posts, in-app and email feedback and real-time chat and call center transcripts. Delta is then able to proactively offer a SkyMiles Bonus offer, send a personalized email or route an issue to a customer experience specialist. Through all this sentiment analysis, Delta is continuously able to refine experiences and keep members prioritized and happy.
Other companies are also starting to dabble with AI. Recruit (Jalan) and Kayak have introduced AI chat platforms for travel booking that offer personalized options for destinations and accommodations aligned with user preferences. United Airlines uses AI models to provide timely and accurate information about flight disruptions, including delays, to improve customer service. Concur Travel8 offers an automated tool that leverages generative AI to process business travel expenses efficiently and accurately. As a consequence, AI is playing a pivotal role in not only serving travelers with customized experiences but also in boosting business efficiency and personalized communication through AI-driven chat platforms.2
With AI monitoring customer sentiment, loyalty programs evolve into dynamic and customer-centric company initiatives. This continuous feedback loop ensures programs remain relevant, competitive, and enjoyable, ultimately strengthening customer trust and loyalty.
1. 15+ use cases of AI in the travel industry and why it is worth your attention:
https://kodytechnolab.com/blog/ai-in-travel/
2. How Generative AI is transforming the tourism industry:
https://www.ey.com/en_jp/insights/consulting/how-generative-ai-is-transforming-the-tourism-industry
