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The airline industry is notorious for creating unhappy customers, thanks to high fares, delayed flights, lost or damaged luggage or some combination of these. Banks, credit unions, restaurants, breweries and electronics companies all tend to get better scores when it comes to customer satisfaction.

Flybits isn’t an airliner, but it aims to help companies like United and others improve the experience they offer to customers. The company provides a platform that harnesses the power of proprietary and readily available contextual data to enable companies to take action as soon as a misstep occurs.

CEO Hossein Rahnama wants to help companies add value to the customer experience by solving problems as soon as they appear. “For example,” he says, “if a flight is canceled, send a personal notification, provide directions to an airport lounge or a discount at a nearby hotel and list alternative travel options in real time.”

With its technology, Flybits is helping companies in retail, financial services, travel and hospitality and other industries to offer customer experiences that are, in essence, more human.

Related: The 25 Best U.S. Cities for Tech Startups

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