British Airways takes flight with its overhauled customer experience

UK airline injects £400m+ into customer care across all tiers of passengers.

British Airways has announced sweeping changes to its overall customer experience thanks to a cash injection of more than £400m. As part of its evolution, BA has announced there will be a string of new, high-quality lounges at airports across the world, the roll out of the most sophisticated Wi-Fi technologies to keep passengers connected while up in the clouds and new self-service check-ins that will include biometric boarding gates for smoother transitions.

The new Club class food menu will be made available

A majority of the spend will be used to create a bespoke experience for Club World ticket-holders – BA’s long-haul, business class. Improvements have been made with regards to sleeping and comfort, a long-term plan for a new type of seat by 2019 and a catering options that now allow passengers to see an array of meals that have been delicately prepared.

For First and Gold tier customers, BA has launched “First Wing” – a dedicated passport control area within Terminal 5 of London Heathrow.  Passengers will have their own area with a direct link to fast-track security and the Concorde room (or the First lounge for Gold card holders), and will instead be whisked away to an area without queues.

For everyone else in the seats a little further towards the back of the plane, new Wi-Fi bundles are set feature for all. For as little as £4.99 you can access high-speed internet for e-mail and social media. Bump it up to £7.99 and you can connect to Netflix or other streaming services to help pass the time.

Alex Cruz, British Airways’ chairman and CEO said “It’s simple really – we need to deliver what our customers value most, where they value it most. We need to focus on enhancing premium – offering contemporary service, improved catering and lounges and a consistent experience”.

He continued “In economy, where we know that price is the driver, we need to focus our efforts on delivering more seats at the lowest fares and giving customers choices”.

For more information on the BA’s big shake-up visit


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