Among the universe of “highly competitive” industries, the world’s airlines must perform in perhaps the most unforgiving business environment. Facing everything from financial meltdowns to security threats and the influx of no-frills upstarts, established carriers are fighting a battle for survival – with customers demanding more for their travel dollar every day.
British Airways (BA), the world’s second largest international airline, views this grueling environment as a singular call to action. BA has built a reputation for quality and reliability among the 28 million passengers it serves every year. Now, it is focused on strengthening these relationships and reaching beyond, to earn the loyalty of quality-conscious customers.
With years of experience as a BA partner and a builder of customer-based marketing systems, TCS was the logical choice to help the airline capture, organize and use invaluable customer information. Over the past two years, we created a system that receives data from seven sources, validates and processes it, and then presents the data to marketing professionals in one cohesive view.
Our approach lets BA’s marketers tap into the crucial customer information available on its main website, BA.com; its travel planning website, BA Holidays; brochure requests, promotions and the interactions of its business partners in the travel and leisure industry. The process has turned “unknown” customers into high-potential clients, primed for targeted marketing campaigns and promotions. As a result, BA has increased its in-house customer base by 5 million since we began our work.
We help BA sustain its momentum in the skies by engaging and earning the loyalty of an ever-broadening customer base.
Client Experience
- Highly scalable and robust data capture and management solution
- A single, simplified, actionable data view for marketing leaders
- Zero defects in both beta testing and post-implementation phases
- A 70:30 offshore/onshore project staff ensured lower costs
- Full-scale metric report delivered at project’s end; the quality of which makes it reusable for future projects