platform uptime for continuity of service
messages deployed a month
countries worldwide receive two-way SMS
The management team regularly monitors customer satisfaction though the global monthly “Think Customer Survey”, alongside ongoing research and development of the BA product to mitigate the risk of brand devaluation.
A solution was required to allow BA to survey customers as soon as possible post-flight. The survey needed to be delivered in a timely fashion and provide the traveler with an easy route to feedback on service and grade their experience.
SMS was chosen as a convenient and immediate channel. The user journey involves four messages offering easy service grading and the ability to give individual feedback. This is triggered from the BA operational platform, with messages sent automatically at a period shortly following arrival.
The two-way SMS survey is conducted in over 40 countries worldwide that are major territories for BA. Each country is provided with localized two-way functionality to minimize cost to the customer.
British Airways is a leading global airline brand with significant commercial value. Erosion of the brand, through either a single or series of events, may adversely impact their leadership position with customers and ultimately affect future revenue and profitability.