BIZ104: Customer Experience Management Report on British Airways

This report is a comprehensive analysis of customer experience management within British Airways. It begins with an executive summary and a detailed background on the airline, including its mission, strategy, and market position. The report outlines primary research methods using an online survey to gather customer insights and secondary research methods, including analysis of the company's website, social media reviews, business reports, and academic journal articles. It delves into customer experience management concepts, such as creating a clear vision, understanding customers, building emotional connections, and capturing feedback. The report then explores customer experience strategies, including opportunities and challenges in transforming customer experience. A persona representing an ideal customer is also presented, along with a business value proposition. Finally, the report concludes with a summary of the key findings and provides a list of references.

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Customer experience management report
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Executive summary
The customer experience management report helps in the collection of the process that an
organization uses to track, oversee and organize every interaction between a customer and the
British airway. The research will focus on the collection of the customer insights from an online
survey and analyze data to obtain results necessary for decision making. The key indicators into
the British Airways customer reviews will include gender, overall ratings, value for money, food
and beverage, customer service, among other key indicators.

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Content page
1.0Background information……………………………………………………………….4
2.0Primary research method……………………………………………………………….5
3.0Secondary research method…………………………………………………………….5
3.1 Organization website social media review…………………………………………….5
3.2 Business report…………………………………………………………………………6
3.3Academic journal article……………………………………………………………….6
3.3 Customer experience management concept…………………………………………..7
4.0Customer experience strategy………………………………………………………….7
5.0 Persona….……………………………………………………………………………..8
6.0Business valuation proposition………………………………………………………..9
7.0Conclusion…………………………………………………………………………….11
8.0References…………………………………………………………………………….12
9.0Appendix………………………………………………………………………………15

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Customer management report
1.0Background information on British Airways
British Airways is a national airline with its headquarters in London, United Kingdom. It
boasts of a large fleet size and passengers transported using the carrier. It belongs to the aviation
service industry, and its main services include offering air transport to both passengers and cargo
locally and internationally. The carrier is the second-largest airline in the United Kingdom after
the Easy jet airline company. The airline mission mandate is delivering a service that reflects
responds to the various needs of its customers. The airline structure has ensured the employment
of people from different backgrounds and origin to ensure innovation and brainstorming new
ideas. The main company strategy for marketing involves the targeting of its loyal and existing
clients. The company mainly uses the media, social media platforms for advertising its products
and services, as these platforms can reach a larger audience (Otnes et al., 2012). The airline
focuses on high-end market clients and should change tact in advertisements to include the
lower-end market clients.
The company in its marketing ventures should invest in the latest technology platforms
and devices to ensure a larger audience is reached and efficient serving of its customers (Schmitt,
2010). The research problem for the report focuses on the customer experience management
report. The report will help the management of the airline in the adoption of better and efficient
ways on customer experiences. Therefore, the research objective for the report focuses on which
measures to take to manage the customer's experience efficiently. The specific objectives
include;
-How companies can view customer experience as important

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-The correlation between customer experience and loyalty
-Reviewing the company's customer experience management if it lacks discipline in customer
experience and clear strategies.
- The dissatisfaction of the company's interaction with its customers.
-The representation of experience-based differentiation as excellence to customer experience.
-The maturity stage of customer experience.
2.0Primary research methods
The research will administer an online survey through an online survey tool website known
as surveymonkey.com. The planning design of the survey involved establishing the research
objective for the report, determination of the sample for data collection, choosing of the
interview methodology, preparation of questionnaires containing the questions to administer, and
pre-testing of the questionnaire (Ariyibi, 2012). The survey implementation involved the sending
of the survey to persons known to myself who have used the airline's services and their referrals.
The specific objectives targeted for the report include;
3.0Secondary research methods
The report focuses on the analysis of already collected data from the organization's website
social media reviews, business reports and academic journal articles (Homburg et al., 2017).
3.0Organization's website social media reviews
The company can get many positive social media customer reviews by sending
customers the email request. An offering of incentives to their loyal customers, promotion of
already collected social media reviews and not deleting the negative customer reviews (Berry et

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al., 2011). The negative customer reviews help the company to work on new concepts, and other
customers might realize a change in a particular complaint when corrected by the management;
thus more customer satisfaction with the services and products offered.
3.1Business reports
The analysis of the company's business reports helps in finding the gaps that the
management can work on to improve their customer experience. The business reports on
customer experience management can help in finding various suggestions for improvement.
3.2Academic journal articles
The use of scholarly published articles helped in finding various customer experience
management strategies not used for implementation by the management. The importance of the
articles is that most of them researched from various companies in the similar service sector, and
it's easy to find the do and don'ts or experiment their strategies to your advantage (Grewal et al.,
2010).
3.3Customer experience management concepts
Creation of clarity in customer experience vision
A clear customer-focused vision helps in communication between the customer and the
organization. The proper way of creation of the platform is through the creation of a set of
statements that act as principles guide (Klaus and Maklan, 2013). The creation of principles
helps the organization to behave in a vision focused direction. Training and development of
every member of the organization are necessary for implementation by the members.
Understanding the organization's customers

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The particular concept used when studying the organization's different types of their customers
whom the customer support team deals on. The empathizing with the customer's situations helps
the organization to understand the needs of the customers for strategizing and implementation
fully ((Meyes and schwagger, 2017). The creation of personas is one way to understand the
customer's needs. Through the creation, the support team can understand the customer's needs
better and efficiently and these help in solving the customers' challenges efficiently.
Creation of an emotional connection with the customers
The best way to achieve a customer experience is through a member of the team, creating an
emotional connection with a customer. The loyalty of customer always lies with the emotional
aspect by the team and a very nice moment and feeling emerge whenever they use the
organization's services (Mosley, 2016). The rapport created has a high probability of the
organization receiving more referrals' from the client and repurchasing of the service.
Capturing of customer feedback in real-time
The use of live chat tools, follow up emails, interaction surveys and customer experience tools
can help the organization in capturing of the customers feedback on time. Other ways include
making outbound calls for insightful and instant feedback from customers. The team member
needs to be tied to particular customer feedback to ensure proper monitoring and impact they
make to the organization in improving customer experience (Haeckel., 2013).
The quality framework for development usage by the team
The identification of training and development materials and tools for use by the support team to
ensure success from each member of the support team. The assessment f phone and email

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communication are critical to ensure efficiency. Scheduled tracking is necessary through
coaching, e-learning and group training for the customer support team.
Action upon a regular employee feedback
A regular employee feedback can be done through surveys and can help determine the level of
their engagements and the ability of the organization in delivering quality services. The constant
teamwork and meetings with the customer support team can ensure constant sharing of ideas on
ways of improving customer experiences and the management to get feedback from the team on
their feelings towards the organization (Verhoef et al., 2015).
Measurement of return on investment of excellent quality services
The management can measure the return on investments on the investments made towards the
organization's customer experience to determine whether the input is worth the time and
investments. The company can source the services of a company, e.g. NPS for the collection of
important information.
3.4Customer experience strategy
3.4.1 Opportunities and challenges
Transformation of customer experience
The ability to recognize that not only does efficient customer services leads to the
achievement of the organization's goals and aspirations. The building of unique customer
experience requires a strong and efficient internal system. The innovations, energies and human
face interactions by the company staff help in understanding the customer experience better. The

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definition of the illustrative transformation helps in the achievement of an organization's
transformation.
Definition of the organization's aspirations
The organization needs to identify its aspiration of developing an efficient customer experience
through either as a long term strategy or a short term strategy. The aspirations are inspired by the
mission and vision of the organization leading to the principles guiding the behaviours of staff.
The understanding of the customer wants, and needs helps determine a great experience from the
support team through interactions with customers. The efficiency and understanding of solving
the customer's complaints and problems ensure a customer-centric market. These principles
ensure the organization to have fundamental customer appetite, identify the gap between the
customer's needs and wants, and gaining customer experience advantages against its competitors.
Customer experience and understanding
The data collected through the primary data and secondary data can help efficiently in
understanding customer understanding. They can help through knowing who the organization's
customers are, there motivation to use your organization services, and their causes of satisfaction
and dissatisfaction with their services (Gronholdt et al., 2015). The understanding and experience
can enable the customers to align themselves to a particular program of customer experience.
The better understanding helps in employee support and ensures efficiency in services delivery.
5.0Personas

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Valerie Smith
Age: 45
Occupation: Nurse
Status: married
Education: Diploma in nursing
Motivations
Quality services
Efficiency by the customer support
teams
Bio
A faithful, hardworking wife
Personality
Extraversion…………….70%
Openness……………………80%
Assertiveness………………50%
Goals
Satisfaction with services offered
Expectation of quality and efficient support team
Efficiency in communication
Frustrations
Inability to receive clear
information’s
Inefficiency in services
offered
Technology
Facebook………….90%
Twitter………………80%
LinkedIn……………..70%
Email………………….85%
Peter Martin
Age: 30
Occupation: Teacher
Status: single
Education: BA n Education
Motivations
Satisfaction with services offered
Efficiency in communication
Bio
A dedicated and hardworking teacher
Personality
Extraversion…………….80%
Openness……………………70%
Assertiveness………………80%
Goals
Satisfaction with services offered
Expectation of quality and efficient support team
Efficiency in communication
Frustrations
Inability to receive clear
information’s
Inefficiency in services
offered
Technology
Facebook………….80%
Twitter………………95%
LinkedIn……………..85%
Email………………….80%

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6.0Business valuation proposition
SERVIESSERVICES Customers
Benefits
Efficiency
Quality services
Satisfaction
Quick and timely
feedback
Experiences
Timely services
Instant feedback
Engagement with
support staff on social
media
Company: British Airways
Service: Air transport
Ideal customers: High end clientele
Needs
Quality services
Fears
Miscommunication
Inefficiency
Wants
Efficiency

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7.0Conclusion
The marketing of services is deeply concerned with the needs of the customers as it forms
their basis for the services offered. The customers are part of an organization's strategies, and the
customers play a larger role in an organization. The organizations develop an exclusive link to
the company's value. Therefore, good customer experience management systems help in the
direction of investments to sectors and areas they best thrive and are productive. The needs and
wants of a customer is what link a customer to an organization for its services and wants. The
voice of the customer helps an organization innovate and allocate resources in ensuring, and
efficient and longer-lasting customer experience that leads to sales.