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Amadeus

Simon Ball

Head of Customer & Market Insights, Travel Business Unit

He shifted the focus from improving CX to solving the problems that mattered to the business.

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Watch the story.

1 min
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“We’d take the insights, build the action plans, then hope and pray NPS would go up. I knew there had to be a better way to make an impact.”

— Simon Ball

The challenge

Taking action, but still chasing a score.

Simon helped Amadeus build a mature listening program focused on action. Teams responded to feedback, built plans, and closed the loop. But success still came back to the next score. He saw an opportunity to make what Amadeus knew about its customers do much more.

Simon Ball — The challenge graphic
AI-Generated

AI made a much bigger picture possible.

Customers leave signals everywhere, from support calls to sales and service conversations. AI made it possible to analyze that information at a scale that hadn’t been practical before, opening a much bigger opportunity for experience intelligence.

The shift

Start with the outcome and work backward.

Amadeus Listens 2.0 is expanding the role of customer feedback, bringing signals from across the journey into one intelligence layer. Instead of starting with a survey or score, Simon’s team starts with the business outcome, then works backward to the signals and insights that can help achieve it.

Simon Ball — The shift graphic
AI-Generated
What changed

Stop selling the program. Start solving their problems.

Simon brought 40+ people across Amadeus together to explore business opportunities, map the signals and data behind them, and shape the first use cases. Those ideas are now moving into a proof of concept to demonstrate value before scaling.

Simon Ball — What changed graphic
AI-Generated

“Nobody wants to buy a program. The game changer was starting with the business outcome and helping teams solve problems they already had.”

— Simon Ball

The impact

CX became a resource,
not a pitch.

40+

People across business and technology shaping the first use cases.

Business outcomes first

Revenue, cost to serve, and retention now anchor the approach.

A wider reach

Commercial, marketing, sales enablement, and operations are putting experience signals to work.

Teams are coming to CX

Simon’s group is now being sought out to help solve business problems.

How the work evolved.

贵谤辞尘… 罢辞…
Chasing the next score Starting with the business impact
Relying primarily on survey feedback Learning from signals across the journey
Selling the CX program Solving problems the business already cares about
Bringing insights to other teams Building use cases alongside them

Simon’s advice

  • Get out of the CX bubble.

    Get into meetings you’re not normally part of. Learn what other teams are working through before deciding how CX can help.

  • Learn their world before offering yours.

    Understand their problems, priorities, and pressures. Then find where customer intelligence can make a difference.

  • Make the possibility tangible.

    Simon built a simple AI prototype from existing data to show teams what the idea could look like in practice.

Simon Ball — advice graphic
AI-Generated

“Get into the meetings you’re not usually in. Talk to people you don’t normally talk to. Understand their problems, then figure out how you can help.”

— Simon Ball

Where to begin

Step outside your usual circle.

Find a team you don’t typically work with and learn what they’re trying to accomplish. Listen for where experience insight could help them solve a problem, make a decision, or see an opportunity differently.

  • Learn what matters most to that team

  • Ask what’s getting in the way

  • Find the customer signals that could add context

  • Test one small way those insights could help

Simon Ball — where to begin graphic
AI-Generated

Continue exploring.

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A step-by-step guide to building a more connected, actionable, and scalable CX program.

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Translate CX metrics into business KPIs and convert NPS-style data into dollars.

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