Case Study

An AI-supported customer insight hub for Lufthansa

Europe's largest airline now collects customer experience data centrally in a portal that enables advanced analytics using various specialized large language models. This allows Lufthansa to tailor its services even better to the wishes and needs of its customers.

#Generative AI
#Advanced Analytics & Insights
#Customer Experience


The challenge

Better understand the needs, wishes and pain points of passengers with the help of Generative AI.

The scenario

Using customer-related data effectively

At the Lufthansa Group, Europe's largest airline, the term "customer journey" can be understood quite literally. Passengers come into contact with the company at countless touchpoints during their journey - from online bookings to personal contact on board and subsequent customer surveys. All these interactions enable the Lufthansa Group to collect valuable information about what individual customers think or how they feel about specific services.

In order to transform this information into helpful insights, time-consuming manual analyses were previously necessary. The company therefore commissioned TD Reply to develop an advanced central portal that automates and standardizes the processing and evaluation of the data.


The solution

Advanced analyses and external data sources

The Lufthansa Group's new Customer Insight Hub makes it possible to better understand the needs, wishes and pain points of customers thanks to advanced analyses. All customer-related data like reviews, for example, is now collected centrally in this portal and is analyzed automatically with the help of Artificial Intelligence. Through the additional integration of external data sources like press reports or trend studies, product and marketing managers across the whole company can benefit from extensive insights. Users can conveniently access these in two different ways via a chatbot:


Predefined prompts

With the help of predefined commands, users can quickly create summaries on specific topics or an overview of the pains and gains of the customers.


Open questions

Alternatively, product and marketing managers can ask the chatbot individual questions to gain personalized insights into customers' experiences with their services.

The advantages

Customised services

Thanks to the support of TD Reply, the Lufthansa Group now benefits from:


Smart and targeted analyses


Less manual effort


Use of previously unused data


Central company-wide source of information

All this makes it easier for the Lufthansa Group to continuously develop its services and tailor them perfectly to the needs of its customers.


The Lufthansa Group is a global aviation group. With 109,509 employees, the Lufthansa Group generated revenue of EUR 32,770 million in the 2022 financial year. The Lufthansa Group consists of the business segments Network Airlines, Eurowings and Aviation Services. Aviation Services includes the business segments Logistics, MRO, Catering and Other Companies and Group Functions. The last of these includes Lufthansa AirPlus, Lufthansa Aviation Training and the IT companies. All business segments play a leading role in their respective sectors.


TD Reply is specialized in consulting around data-driven innovation services and marketing. TD Reply follows a data-based and implementation-oriented approach to drive organizational change. At its locations in Berlin, Munich and Beijing, developers, analysts, designers, consultants, visualizers and futurologists use data to make companies more customer-oriented and close the gaps between product development, communication and sales.