Decision Inc. Australia Automates Customer Feedback Review Process and Leverages AI to Streamline Sentiment Analysis for EVT

EVT’s strategic initiative, “Elevate Our Customers”, aimed to enhance the customer experience by ensuring that all customer feedback—positive, negative, or neutral—was captured, classified, and elevated where necessary to be addressed. However, scaling this process effectively required automation, which presented a significant challenge.

With over 30,000 customer comments received each month across its cinemas alone, EVT’s traditional manual review process was time-consuming, requiring hours of review and analysis from General Managers within the business. Additionally, positive feedback was often overlooked, missing opportunities to reinforce what customers loved and boost internal team morale.

Decision Inc.’s approach provided a clear and structured pathway to delivering deeper insights into customer sentiment. Once implemented, the solution would help EVT continue to achieve its strategic goal of putting customers at the centre, with success measured through Net Promoter Score (NPS) and sentiment tracking.

The solution was designed to be scalable, automated, and privacy-compliant, seamlessly integrating into EVT’s existing technology stack. It leveraged Snowflake as a data warehouse and AWS Bedrock as the GenAI framework, with an advanced Large Language Model (LLM) from Anthropic selected to collate and summarise customer feedback. Responses were mapped to pre-defined themes, such as service level, cleanliness, and value for money, before generating a sentiment rating—positive, negative, or neutral—for each theme.

To ensure real-time insights were accessible across the organisation, a custom-built Power BI dashboard was developed. This enabled General Managers and executive teams to consolidate all relevant customer information, analyse survey data, and view location-specific feedback. The dashboard empowered teams to act quickly, ensuring that operational concerns could be acted on in near real-time by the team best suited to address it.

Privacy and security were key priorities, with the AI models operating in a secure, siloed environment that does not store or train on customer data, ensuring compliance with EVT’s data protection policies.

Decision Inc. Australia’s Customer Feedback Analysis solution was released into production to positive feedback from the team at EVT.

“Previously, our feedback analysis relied on basic reporting methods which required a great deal of manual review to truly understand the insights,” said Denis. “Now, we have access to information swiftly and efficiently, with a single source of truth that highlights anything we may need to address.”

General Managers now have a clearer view of customer concerns, from operational issues like cleanliness or a broken seat to strategic insights into customer preferences and emerging trends. This enhanced visibility enables teams to address feedback proactively, ensuring that issues affecting customer experience are resolved before they impact future patrons.

Decision Inc. is a global Advisory led Technology Consulting company helping clients in 20 markets use technology and data to improve their performance and drive sustainable growth. We help the world’s most significant businesses transform their operating model and use technology to create a new future.