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Marketing Airline British Airways

British Airways: Reinventing the digital experience for airline passengers

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By The Drum Recommends | Analyst

May 23, 2017 | 3 min read

Bio Agency worked with British Airways to improve their users digital experience of the brand. They explain how they worked together to achieve long term solutions.

The Brief

Although British Airways is the UK's largest airline, protecting market share is challenging due to proliferation of low cost competitors. The British Airways' executive team appointed The Bio Agency as its digital transformation partner to redefine how passengers interact with the brand.

The Approach

The main objective of Bio’s solution was to improve loyalty, customer satisfaction and systems efficiency by reinventing British Airways' digital customer experience. An urgent business requirement was to improve Net Promoter Scores (NPS), and it was imperative for Bio to mobilise and deliver rapidly. The primary focus was therefore placed on enhancing British Airways' digital experience, with an aim to eliminate key customer pain-points before, during and after the journey. Our solution also created better problem identification and resolution methodologies aimed at improving ease-of-use on the customer-side, and the speed of resolving customer issues on the employee side.

The Work

We analysed British Airways' service model to identify how digital can improve user experience by alleviating key customer pain-points. Our design and approach was influenced by the outcomes of thorough interviews conducted with 200 British Airways customers. Following extensive customer research that involved British Airways' most frequent users, we embarked on an ambitious journey to develop the service changes to the beta stage within a short 14 week deadline. This was possible thanks to undertaking an agile approach, with weekly user testing and buy-in from multiple British Airways stakeholders that facilitated iterative development of Bio’s digital transformation programme.

The Results

We utilised a rapid innovation programme to introduce a wide range of state-of-the-art service improvements, majority of which were industry firsts, placing British Airways at the forefront of the aviation industry. In line with Bio’s mission, we ensured our solutions offered best-in-class customer experience – placing passengers at the heart of every single moment of every single trip. Some of the solutions introduced as part of the programme included:

1. A digital baggage credit, which allows customers to digitally 'bank' their baggage weight allowance

2. Capability to offer seat upgrades when passengers are already on board, providing additional revenue opportunities for British Airways and enhanced in-flight customer experience

3. Eliminating pain-points, e.g. automatic flight rebooking or reimagining compensation in case of significant delays

Marketing Airline British Airways

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British Airways

British Airways is the largest airline in the United Kingdom based on fleet size, or the second largest, behind easyJet, when measured by passengers carried. 

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The BIO Agency

The BIO Agency has been providing Big Ideas Online since they were founded in 2006. They are made up of specialist teams which allows them to be one of the most innovative multic-channel agencies in the industry.

The secret to their success? Cracking the bigger, strategic challenges first with creativity and strategy. They delve into customer behaviour, attitudes and motivations to discover the insights that drive truly customer-centric, digitally strategic, creative experiences. So you could say that they are not your typical agency. And you’d be right. They are the worlds first and only Digital Change Agents TM. They work with brands who want to change and put digital at their core.

And The BIO Agency have changed things, for the bigger, better and to the benefit of the brands they work with. Recent examples include; Hachette, where they re-platformed their entire content library using artificial intelligence software to re-create the bookshop browsing experience; and Hibu (formally Yell) where they took an iconic and traditional offline company and helped transform them into a solely digital brand initiating their first ever online transaction along the way. They also work with Universal Music, Halford's, Games Workshop, Monkey Shoulder and Hotel Chocolat.

With a team of 100 in the UK - they are a major agency to consider. In 2013, The BIO Agency was ranked 5th within the specialist independent agency category in the eConsultancy top 100 digital agencies report.

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