Evaluating British Airways’ customer service

The Puzzle

BA approached us as they wanted to understand more about their customer experiences, and how they were performing overall

Specific issues we had to measure, explore and understand were:

• BA's overall performance against passenger needs, and relative to competitors'
• Passengers' experience across key routes
• Key cultural factors for BA to understand and accommodate
• Perceptions of the BA brand, and its status as the flag carrier

The Pieces

We conducted a mixed methodology approach:

1. Online quant survey of c.5,000 BA passengers
2. 15 groups and 8 depths conducted globally
3. Tracking of 30 BA passenger journeys across key routes using WhatsApp
4. Airport intercepts and observation sessions at key airports
5. Cultural immersion/insight

The Picture

Through this approach, we could truly follow the customer journey. Particularly benefitting from following the participants in the moment as they travelled.

By bringing these different sources together, we gained an in depth understanding of BA's operational strengths, as well as areas for improvement. Ultimately this allowed us to inform BA how to ensure their customers' expectations for high standards are met