British Airways Launches “Know Me” Customer Recognition Program
British Airways has launched “Know Me,” a customer recognition program. The program has been developed over several years, and is meant to organize various data from a customer’s past experience with the airline in order to optimize service.
The program is able to send messages to the iPads of customer service agents and senior cabin crew with information about specific customers. Information can include such items as a customer’s first time flying in First Class, or issues they experienced with the airline on previous flights.
The new program does not dictate customer service, but functions as an alert and guidance system. For example: if crew members were informed that a Silver Executive Club member was to be flying in Business Class for the first time, they may use this knowledge to welcome the customer and explain the benefits of the cabin; or, if the crew was informed that a customer had experienced a delay on a previous flight, they may make it their mission to thank the customer for his continued patronage. Crew members may also input useful information about the airline’s most loyal customers, enabling further personalized service on the customer’s next trip.
The most recent advancement in the system allows British Airways to search for a photo of specific customers on Google Images, enabling airline employees to recognize the customer as soon as they enter the airport or board the aircraft. The airline is aiming to send 4,500 personal recognition messages daily by the end of the year, and plans to increase the number in the future.
(Photo: Eva Leonard)