Case Study: British Airways achieves rapid NPS insight and cuts customer complaints with SentiSum

How British Airways stays on top of NPS and reviews

British Airways Holidays faced the challenge of understanding what drives their NPS and customer reviews across hundreds of thousands of comments, while manual sampling and tagging was slow, biased, and non-representative. They partnered with SentiSum and its AI/NLP platform to analyze vast review volumes and surface the key drivers of advocacy and complaints quickly.

SentiSum’s platform analyzed 100,000+ reviews in under five minutes, automatically labeling topics and sentiment, sending alerts and daily digests, and enabling BA to proactively flag problematic hotels. The result: flagged-review relevance rose from 15% with keyword searches to 95% with SentiSum, manual effort was dramatically reduced, and British Airways gained timely, trackable insights that improved CX and cross-team alignment.

British Airways