British Airways CRM Case Study

British Airways CRM Case Study

After September 11TH 2001, BA had to make drastic cost savings with external spend. This led to significant changes to their CRM environment.

Please read the files attached to this mid-term assignment and answer the following questions:

  1. History of how this British airline was established and who is British Airways today (this will also allow you to see how the profile of the customer has also evolved over the years)
  2. Describe the three quality dimensions of British Airways: Technical quality, Functional Quality and Corporate Image. Note that, with the exception of corporate image, the two other dimensions are equal for all airlines.
  3. What sales funnel does British Airways use?
  4. Competition between regular airlines has become very competitive. The appearance and fast consolidation of independent low cost airlines  (and charter airlines) has pushed these regular airlines (ie. British Airways, KLM, Air France, Qatar Airways) to diversify their portfolio and operate their own low costs (Vueling for BA,  Joon for Air France, etc).  Please explain what are the main differences between the low cost customers and regular airline customers (DNA).
  5. How does British Airways acquire the “right customers”?
  6. What do you believe are the best practices when it comes to BA’s customer relationship management? (for example, technology, and CRM Software, o processes and customer collaboration, or people and recognizing that employees are also “customers” and have different needs.
  7. Check up reviews from BA customers and also BA official to identify whether British Airways is on its path to success or still has to implement many changes in how it approaches its customers. What changes would you do to try and satisfy the BA customer?

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