Overview
The objective of this project was to analyze and visualize customer reviews for British Airways to provide insights into various aspects of the customer experience. The analysis includes overall ratings, cabin staff service, entertainment, food, ground service, seat comfort, and value for money.
Step 1: Data Collection and Integration
The dataset used for this project includes customer reviews for British Airways from March 2016 to October 2023. The data was sourced from a review aggregation platform and includes information on overall ratings, specific service ratings, travel details, and more.
Different data sources were integrated to enrich the dataset, such as aircraft types and country-specific reviews.
Step 2: Dashboard Design
The dashboard was designed to provide a comprehensive view of the customer reviews. The following components were included:
- Overall Rating Overview:
Displayed the average rating for various service categories such as cabin staff service, entertainment, food, ground service, seat comfort, and value for money.
- Interactive Filters:
Included filters for selecting metrics, date range, seat type, traveller type, aircraft group, and continent to allow users to customize their view.
- Visualizations:
- Average Overall Rating by Month: A line chart showing the trend of overall ratings over time.
- Average Overall Rating by Country: A map visualization highlighting the average ratings by country.
- Average Overall Rating by Aircraft: A bar chart showing the average ratings for different aircraft types along with the number of reviews.
Step 3: Implementation Steps
- Setting Up Tableau:
Connected the cleaned dataset to Tableau.
- Creating Calculated Fields:
Created calculated fields to derive metrics such as average ratings for different categories.
- Building Visualizations:
- Used line charts, bar charts, and map visualizations to represent the data.
- Applied appropriate filters and parameters to make the visualizations interactive.
- Designing the Layout:
- Structured the layout to ensure clarity and ease of navigation.
- Added titles and labels to guide the user through the dashboard.
- Styling:
Applied consistent color schemes and fonts to enhance visual appeal.
Step 4: Insights and Findings
The dashboard provides a wealth of information regarding British Airways customer reviews. Here are more detailed insights and findings:
- Overall Rating Trends:
The average overall rating has shown fluctuations over the years from 2016 to 2023, with some periods experiencing significant dips.
The highest peaks in ratings often coincide with specific months or seasons, which might correlate with peak travel periods or marketing campaigns.
- Service Category Ratings:
- Cabin Staff Service: Received an average rating of 3.3, indicating moderate satisfaction with the friendliness and professionalism of the cabin crew.
- Entertainment: Scored the lowest with an average rating of 1.4, suggesting that the in-flight entertainment options need substantial improvement.
- Food and Beverages: Rated 2.4 on average, indicating that many customers find the quality and variety of food and beverages below expectations.
- Ground Service: The average rating of 3.0 shows that ground services are satisfactory but have room for improvement.
- Seat Comfort: An average rating of 2.9 suggests that passengers find the seating comfort to be below average.
- Value for Money: With an average rating of 2.8, many customers feel that the overall value does not justify the cost.
- Ratings by Aircraft:
- Boeing 747-400: Achieved the highest average overall rating of 4.7, indicating a superior experience on this aircraft type.
- Boeing 787, Boeing 777, A320, and Various Aircraft: These aircraft types also received high ratings around 4.4 to 4.1, suggesting consistent performance across these models.
- A319 and A321: These aircraft received lower ratings (3.8 and 3.6 respectively), indicating potential areas for improvement in passenger experience on these planes. The number of reviews varied significantly across aircraft types, with the Boeing 777-200 receiving the most reviews, suggesting it is one of the most frequently used aircraft in the fleet.
- Ratings by Country:
There are notable regional differences in average ratings, with certain countries consistently providing higher or lower ratings.
Countries in North America and Europe generally gave higher average ratings, while some countries in other regions reported lower satisfaction levels. This variation suggests that cultural differences and regional service standards might influence customer satisfaction.
- Traveller Type Analysis:
- Business Travellers: Tended to give higher ratings overall, particularly valuing ground services and seat comfort.
- Leisure Travellers (Couple, Family, Solo): Showed varying satisfaction levels, with family leisure travellers giving lower ratings, especially in categories like entertainment and value for money.
- Premium Economy and First Class: Generally received higher ratings compared to Economy Class, indicating that higher service levels and amenities in these classes lead to better customer experiences.
- Temporal Patterns:
Seasonal trends were evident, with certain months showing spikes or dips in overall ratings. This could be due to changes in travel volume, seasonal promotions, or operational challenges during peak travel times.
- Performance Across Service Dimensions:
There is a significant gap between the highest and lowest-rated service dimensions, highlighting areas that require attention.
Enhancing entertainment options and food quality could have a substantial impact on overall customer satisfaction.
Recommendations
Based on the insights derived from the dashboard, the following recommendations can be made:
- Enhance In-Flight Entertainment: Invest in updating and expanding the entertainment options available on flights.
- Improve Food Quality: Revise the menu to include more diverse and higher-quality food and beverage options.
- Focus on Seat Comfort: Explore options for upgrading seats or providing additional comfort features.
- Regional Customization: Tailor services and offerings to better meet the expectations of customers in different regions.
- Consistent Training for Cabin Staff: Ensure that cabin staff are consistently trained to maintain high standards of service across all flights.
- Targeted Marketing: Use the insights on traveler types to create targeted marketing campaigns and promotions to enhance customer engagement and satisfaction.
These insights and recommendations can help British Airways improve their overall service quality and customer satisfaction, leading to better reviews and increased customer loyalty.
Conclusion
This Tableau dashboard provides a detailed analysis of British Airways customer reviews, helping stakeholders identify strengths and areas for improvement. The interactive elements allow for a customized view, enabling deeper insights into specific aspects of the customer experience.
Final Note
This project showcases my ability to handle data analysis and visualization using Tableau, demonstrating my skills in data preparation, dashboard design, and insightful analysis.
Tableau Public Dashboard Link: https://public.tableau.com/views/BritishAirwaysReview_17199574862040/Dashboard1?:language=en-US&publish=yes&:sid=&:redirect=auth&:display_count=n&:origin=viz_share_link
