British Airways Customer Feedback Analysis

Author: Namratha

Overview

This analysis of British Airways customer feedback from 2016 to 2023 provides key insights into overall customer satisfaction and identifies critical areas for improvement. With an average overall rating of 4.2/6, the data highlights both strengths and significant weaknesses, offering opportunities for actionable improvements that can drive business value.

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Key Business Metrics & Insights

1. Overall Customer Satisfaction

• Average Overall Rating: 4.2/6

Key Weaknesses:

• Entertainment: 1.3/6
• Food and Beverages: 2.3/6
• Seat Comfort: 2.9/6
• Value for Money: 2.7/6

Strengths:

• Cabin Staff Service: 3.3/6
• Ground Service: 3.1/6

Actionable Insights:

• Entertainment System Overhaul: Invest in modern entertainment options (streaming, mobile compatibility).
• Food and Beverage Revamp: Partner with popular food brands or regional chefs to improve menu offerings.
• Seat Comfort Enhancements: Upgrade seating to improve ergonomics, especially on long-haul flights.

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2. Performance by Aircraft Type

• Highest-Rated Aircraft: Boeing 747-400 (5.2/6)
• Lowest-Rated Aircraft: Boeing 777-200 (3.4/6) with the highest number of reviews (191).

Actionable Insights:

• Targeted Fleet Investments: Prioritize service upgrades on underperforming aircraft like the Boeing 777-200 and A321.
• Optimize Scheduling: Deploy aircraft with higher satisfaction ratings on high-traffic routes.

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3. Regional Review Trends

Customer satisfaction varies significantly by region, with Western Europe and North America being the primary review sources.

Actionable Insights:

• Region-Specific Customizations: Tailor in-flight services based on regional preferences (e.g., food, entertainment).
• Targeted Marketing Campaigns: Promote higher-rated routes in key regions to enhance customer perception.

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4. Seasonality & Rating Fluctuations

Satisfaction fluctuates seasonally, with visible dips during peak travel periods.

Actionable Insights:

• Seasonal Staffing & Service Adjustments: Improve staffing and service quality during high-demand travel periods.
• Proactive Communication: Anticipate operational challenges during peak times to mitigate negative feedback.

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Strategic Recommendations

1. Improve In-Flight Experience: Focus on upgrading entertainment, food, and seat comfort to address critical weaknesses.
2. Fleet Optimization: Prioritize upgrades for aircraft models with the most customer feedback (Boeing 777-200, A321).
3. Enhance Regional Services: Tailor offerings based on regional preferences to boost satisfaction in key markets.
4. Boost Value for Money: Offer bundled deals to enhance perceived value.
5. Monitor & Adjust for Seasonal Trends: Use data-driven strategies to manage high-traffic periods and mitigate seasonal dissatisfaction.

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Conclusion

By targeting underperforming areas such as in-flight entertainment, food services, and seat comfort, British Airways can significantly improve its overall customer ratings and strengthen its competitive position in the global market.

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Dashboard Creation Summary

Data Sources

• ba_reviews.csv: Contains detailed customer reviews, including ratings for various service aspects like cabin staff, entertainment, food, and seat comfort.
• countries.csv: Provides country details, enabling geographic analysis of customer reviews.
• These two data sources were joined on the "countries" field to link the reviews to their respective regions.

Key Visual Components

1. Key Performance Indicators (KPIs):

   • Displays average ratings for key categories like Overall Satisfaction, Entertainment, Food, and Cabin Staff Service.

2. Trend Analysis (Line Chart):

   • A line chart tracks the trend of average overall rating over time, highlighting fluctuations in customer satisfaction.

3. Geographic Analysis (Map):

   • A map shows customer satisfaction by country, enabling a regional comparison of feedback.

4. Aircraft Performance (Bar Charts):

   • Bar charts compare average ratings and number of reviews for various aircraft types, identifying which aircraft models receive the best and worst reviews.

Filters

The dashboard includes filters for:

• Month of review
• Seat type (Business, Economy, First Class)
• Traveller type (Family Leisure, Business, etc.)
• Aircraft type

These filters provide users the ability to customize the view and explore the data in greater detail.

Data Source Integration

• The reviews dataset and countries dataset were joined based on the "countries" field. This allowed for geographic analysis and the visualization of country-specific feedback.

Interactivity & Insights

• The dashboard is interactive, allowing users to drill down into specific time periods, aircraft types, traveller types, and more.
• Insights from the dashboard can be used to guide service improvements, optimize aircraft deployment, and tailor regional services.

Acknowledgments

Thanks to Mo Chen for the ideas from his GitHub project that inspired this analysis.