A new generation of British businesses are taking the lead in digitalising their customer service.
This week, British Airways announced a new digital strategy to make its customer service more relevant and accessible to the UK market.
It is aimed at boosting the number of people using its website and mobile apps to make calls, receive texts, and navigate the airline’s online platform.
“We are trying to build a whole new generation that is not only digital savvy, but also connected,” says David Allen, CEO of British Airways.
He says the digital strategy is part of a wider shift in the airline industry towards digitalisation.
Allen, who previously worked for American Airlines, says the UK is now the biggest market for digitalisation in the world.
“This is an industry that has been trying to adapt and change for so long,” he says.
Allen says the airline is currently experimenting with various new ways of doing things to make customer service work better, and also trying to increase customer satisfaction. “
And we’ve seen it in the business space too, there are so many different areas that have been digitalised and that’s the reason why there’s such a huge need for new ideas and new approaches.”
Allen says the airline is currently experimenting with various new ways of doing things to make customer service work better, and also trying to increase customer satisfaction.
“As we go into the 2020s, we’re going to try and be better at making it easier for people to get through the day,” he adds.
Allen also says the British Airways is working to make sure that people can access the internet more easily, by introducing the Digital Single Point of Contact, a mobile app that lets people check in online using their smartphone.
The airline is working with companies like Uber, Expedia and Ticketmaster to offer this service to customers, which Allen says is a “game changer”.
British Airways said the new digital strategies would see its digital service “enhance the experience of our customers by providing a seamless and intuitive digital experience.”
Allen explains that British Airways has worked with the likes of Airbnb and AirBnB to offer the option of connecting with customers through a mobile or tablet device.
He adds that the company also has plans to make more people use the app to manage their flights.
The pilot programme for the pilot scheme was launched in April and runs for four months.
However, Allen says that he expects the service to be rolled out more widely in the coming months.
He explains that the pilot will also introduce an in-app book, which will give customers more control over what they buy, and will include an “always on” mode for people who can’t access the online booking app.
“It will also offer some very useful features like a virtual lounge to make it easier to organise the booking process,” he explains.
British Airways also says it is working on a digital loyalty programme, which is similar to the British Virgin Islands airline’s.
Allen says he is confident the pilot programme will deliver “a positive outcome”.
He adds: “We’re trying to deliver a better customer experience to our customers.
We’re doing everything we can to make the experience better and better.”
The pilot scheme is just the latest of many initiatives by British Airways to make life easier for its customers, including offering free tickets for people visiting the UK from overseas.
The service is also rolling out a new app to let people book flights on the airline from within their smartphone or tablet, rather than having to ask staff at their airport.
British Airlines has also announced plans to expand its online presence, and plans to introduce a new travel app for businesses, which it describes as “a smart travel experience for small businesses”.