Overview
This project analyzes British Airways customer feedback to identify critical service quality issues affecting passenger satisfaction. Through comprehensive data analysis of customer reviews and ratings, we uncovered significant areas requiring immediate attention to improve the overall travel experience.
Project Objectives
- Analyze customer satisfaction ratings across key service dimensions
- Identify pain points in the passenger experience
- Quantify the severity of service quality issues
- Provide actionable recommendations for service improvement
Business Challenge
British Airways, as a premium airline carrier, faces intense competition and high customer expectations. Understanding customer sentiment and identifying specific service failures is crucial for maintaining brand reputation and customer loyalty.
Research Questions
- Which service aspects receive the lowest customer ratings?
- How many passengers are significantly dissatisfied?
- What patterns emerge from customer feedback?
- Which improvements would have the greatest impact on satisfaction?
Approach
Data Collection
The analysis examined comprehensive customer feedback data including:
- Customer ratings across multiple service dimensions
- Qualitative feedback and comments
- Rating distributions and frequency analysis
- Comparative analysis of service categories
Analysis Methodology
- Rating Distribution Analysis: Examined customer scores across all service categories
- Critical Issue Identification: Identified areas with the highest concentration of low ratings
- Volume Assessment: Quantified the number of affected customers
- Pattern Recognition: Identified common themes in negative feedback
- Visualization: Created dashboards to communicate findings to stakeholders
Tools & Technologies
- Microsoft Excel: Data cleaning, analysis, and statistical calculations
- Tableau: Interactive dashboards and data visualization
- Data Analysis: Trend identification and correlation analysis
Key Findings
Critical Service Quality Issues
The analysis revealed two major areas of concern:
1. Value for Money - Received the lowest customer satisfaction ratings - 579 customers gave a score of 1 (lowest possible rating) - Indicates significant disconnect between price and perceived service quality
2. Food Quality - Also received extremely low ratings - 579 customers gave a score of 1 for in-flight dining experience - Represents a critical gap in premium service delivery
Customer Impact
- Large volume of highly dissatisfied passengers (579 with minimum scores)
- Negative ratings concentrated in core service areas
- Potential for significant brand damage and customer churn
- Risk of negative word-of-mouth and social media amplification
Recommendations
Immediate Actions
- Conduct Deep-Dive Food Quality Audit
- Review catering contracts and supplier performance
- Gather detailed passenger feedback on specific menu items
-
Benchmark against competitor offerings
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Review Pricing Strategy
- Analyze price-to-service ratio across routes
- Consider targeted promotions or service enhancements
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Communicate value proposition more effectively
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Implement Rapid Response Program
- Develop service recovery protocols for affected passengers
- Create monitoring system for real-time feedback
- Establish escalation procedures for quality issues
Long-Term Strategy
- Service Enhancement Program: Invest in upgrading food quality and meal presentation
- Staff Training: Ensure crew can address value perception concerns
- Continuous Monitoring: Establish ongoing customer satisfaction tracking
- Competitive Analysis: Regular benchmarking against industry standards
Business Impact
Value Delivered
- Data-Driven Insights: Clear identification of specific problem areas
- Quantified Issues: Precise metrics showing scale of customer dissatisfaction
- Actionable Recommendations: Specific steps for service improvement
- Stakeholder Communication: Visual dashboards for executive decision-making
Expected Outcomes
- Improved customer satisfaction scores
- Reduced customer churn and negative reviews
- Enhanced brand reputation
- Better alignment of pricing with perceived value
- Increased customer loyalty and repeat business
Data Visualizations
The analysis includes comprehensive Tableau dashboards featuring:
- Rating distributions across all service categories
- Heat maps showing problem area concentration
- Trend analysis of satisfaction scores over time
- Comparative analysis with industry benchmarks
Next Steps
Immediate Follow-Up
- Present findings to service quality leadership team
- Prioritize quick-win improvements
- Establish metrics for tracking improvement
- Set up regular reporting cadence
Future Analysis
- Expand to include sentiment analysis of text reviews
- Correlate service quality with route-specific factors
- Develop predictive models for satisfaction trends
- Create real-time monitoring dashboards
Supporting Materials
Access the detailed analysis and visualizations:
Project Team
Author: Bader Abdulrahim
Role: Data Analyst - Customer Experience Analytics
Contact
For questions about this analysis or collaboration opportunities:
Email: bader.abdulrahim@gmail.com
This analysis demonstrates the application of data analytics to identify critical service quality issues and drive customer experience improvements in the aviation industry.