Goals

• Improve consistency of customer service to Executive Club members across all contact channels
• Continue enhancing the customer experience
• Extend ROI and reduce operational costs via deeper product utilization

Achievements

• Increased customer utilization drives out more calls from contact center for heightened ROI
• RightNow-enabled contact center improves customer experience across Executive Club
• Ease of use and additional functions improve overall customer experience

“The returns from implementing SmartAssistant have been astonishing; we expected between 12% and 15%, so we were staggered by the 60% reduction in email.”

- Chris Carmichael, Technical Editor, BA.com

British Airways began using RightNow to create AskBA, a customer service implementation that answered 55,000 customers’ questions every week. This was at the forefront of the airline’s vision of customers serving themselves on ba.com. A top priority was to explore the ways they could use RightNow to deliver increased functionality and further improve ROI.

With the RightNow-enabled customer contact center solution, BA was able to simplify internal processes so that all Executive Club-related information could be gathered into a common system for use across multiple contact channels. Based on the best practices suggested by RightNow, BA provided clearer sign posting and doubled utilization overnight. SmartAssistant also reduced email by 60 percent. 

British Airways Support Site | British Airways Homepage

About British Airways

British Airways is one the world's largest international airlines, carrying around 36 million passengers worldwide. The airline's two main operating bases are London's Heathrow (the world's biggest international airport) and Gatwick. British Airways franchise carriers GB Airways, British Mediterranean, Loganair, Sun Air, and Comair add to the BA network to give the airline a presence in all major world markets.