Real-Time Passenger Sentiment Monitoring

Current State

Customer experience is not just a department at SEA Group — it's a company-wide mission. In fact, every SEA employee’s bonus is tied to improving overall passenger satisfaction, alongside profitability and traffic growth targets. Prior to partnering with FeedbackNow, SEA relied on traditional survey methods (in use since 1991) and briefly used Happy or Not devices from 2015 to 2018. However, these approaches lacked the real-time responsiveness needed to empower frontline teams. Issues in the passenger experience were often discovered too late to intervene effectively. SEA was seeking not just deeper insights — into things like ambiance, lighting, and flow — but faster, more dynamic tools to act on those insights in the moment.

FeedbackNow Solution

SEA Group began working with FeedbackNow in 2018, starting with deployments at Linate Airport and later expanding to Malpensa. More than 200 devices, including Touchless SmileyBox (TSB) units launched during the pandemic, now deliver over 350,000 real-time passenger votes per year at Linate alone. The platform provides instant feedback on key service points — such as restrooms, security, and stairwells — and distributes alerts and live dashboards across cleaning teams, suppliers, and management. This cross-functional visibility helped create a “common language” around customer experience, aligning all teams toward rapid response and continuous improvement.

Outcome

Since implementing FeedbackNow, Linate Airport’s satisfaction score has risen from 68.7% to 83% as of 2023 — a dramatic +14.3 point gain. Real-time alerts allowed the team to fix sudden dips in satisfaction within hours, such as a leak near the security stairwell. The platform also informed larger decisions — for example, prioritizing restroom renovations based directly on sentiment data rather than assumptions.

In July 2023, Linate Airport was honored as Europe’s Best Airport (5–10 Million Passenger category) by Airport Council International (ACI), following its highest-ever recorded FeedbackNow scores. Today, FeedbackNow is deeply embedded in SEA Group’s operations and strategy, supporting not only frontline reactivity but also investment planning, supplier accountability, and long-term experience design.

Testimonial

"FeedbackNow gave us the ability to react faster and align all our teams around real-time data. We’ve improved operations, made better strategic decisions, and continuously elevated the passenger experience at Linate Airport." — Delphine Hornez, Quality & Continuous Improvement Dept - CRM Manager, SEA Milano