British Airways’ customer service is tops

Johannesburg - Tuesday, 11 November 2008. British Airways operated by Comair has the best customer service in the local airline industry. This is according to Ask Afrika’s annual Orange Index survey.

Stuart Cochrane, the airline’s Executive Manager: Sales and Marketing says of this success, “British Airways has a passion for service and our people are constantly reminded that the customer is king. We believe that our level of service delivery gives us a competitive advantage and truly is the only real differentiator in the highly competitive airline industry.”

British Airways consistently invests in maintaining its leadership of a premium product and service by concentrating on rolling out service-orientated programmes.

“The latest Refreshing Service programme designed by British Airways Plc, for example, focuses on the British Airways brand values; what the airline represents and what customers, especially our loyal frequent flyers expect from us. During the past few months we have communicated the programme to the senior cabin crew and airport staff and then through the training department to the broader staff compliment,” says Cochrane.

In addition, British Airways Comair has an on-job-coaching programme titled ‘Craft’ that also focuses strongly on the airline’s service offering. “It is the only programme of its kind in the airline industry, and we have dedicated mentors to ensure that our people live and breath service excellence.”

However the biggest factor leading to British Airways’ success in delivering consistently great customer service is its people. “We have a stringent recruitment process that ensures that the right person for the job is employed, and whilst we are proud of what we have achieved thus far we continue to strive to find ways to make the customer’s experience a memorable one every time they choose to fly with us,” concludes Cochrane.


Notes to editors:

Orange Index is an annual, independent benchmark of South Africa’s largest companies. It has been consistently providing this valuable report on service benchmark and best-in-class companies since 2001. Ask Afrika identifies the companies and employs a random self-selection of South African consumers in order to maintain absolute integrity and independence.

This year Comair’s premium British Airways service celebrates 12 years of successful operation. On a global level, this domestic and regional airline has, according to British Airways Global Performance Monitor research, been the best-performing franchisee worldwide.  The brand has also improved its internal key metric of ‘overall satisfaction with British Airways’ from 73% last year to 78% this year.