“One world” slogan of BA indicates its global exposure and its large structure. BA promotes its services via Television channels, social media and sponsorship at big global events like The Olympics or even through charitable trusts. For example, BA was among the top sponsors of London Olympics 2012 (Theguardian, 2013). Changes like seating arrangements and lower prices should be promoted through various social media sites and traditional promotional materials in order to inform as much customers as possible.
The objective of BA is to provide best facilities and travel experience to its premium customers. For that purpose, BA has set mile stones and the marketing mix strategies to understand how to promote the new services it has incorporated. Following are the key instruments and parameters to understand the growth and development of the various activities and also it helps the organisation to improve where it is needed:
Feedback Forms: The feedback forms during the board and via online survey to know how satisfied the customers are and what are the areas of improvements.
Monitoring: tracking and monitoring the customers regarding how often they fly with BA and providing discounts to those customers. It will not only retain the valuable customers but through word of mouth, BA will achieve new valuable customers.
Redressal time: BA need to access and monitor the average redressal time that the customer care can resolve an issue. Again, shortlisting the common issues and resolving them directly from the base and training the staffs accordingly will improve productivity and customer satisfaction.
BA needs to improve their services and respond quickly. In 2015, a widowed passenger had to stand for hours in the flight after his seat broke (Telegraph, 2015). The economy class and premium economy class passengers are not very much entertained in BA.
Discontinuing the food for short haul passengers has increased dissatisfaction among the passengers, as the price they pay is relatively higher than other airlines.
Technical issues in the website on a regular interval are causing a huge trouble for the passengers. Like on April 11th 2017, BA faced technical issue. BA needs to come up with any kind of alternative to cope up with these kinds of situations.
The active trade unions in BA, strikes etc. create huge chaos at the work. Like in November 2016, strike and BA need to improve punctuality and management of disruption.
Being the largest airlines in UK, BA operates all its major operation from UK and Heathrow airport. In UK, it is facing tough competition, hence expanding their area and focusing to increase business from Spain or Ireland can be a great advantage.