British Airways Holidays: Streamlining Processes and Improving Access

British Airways Holidays (BAH) was facing challenges in managing customer feedback and complaints due to the limitations of their existing system. The company was unable to generate reports to identify trends or track suppliers’ performance. The previous system could not support feedback capture and handling on the scale required by BAH. The company needed a solution that could streamline processes, improve access to management information, and handle the increased volume of feedback in a consistent manner.

British Airways Holidays (BAH) is a wholly owned subsidiary of British Airways. The company provides holiday add-ons – hotel bookings, car hire, transfers and excursions – for British Airways customers. The British Airways brand is synonymous with quality, and the crucial link between understanding the customer experience and delivering improved customer service is appreciated at the highest levels within BAH. Customer excellence is one of the company’s driving principles and BAH recognises that listening to customers through the capture and management of feedback and complaints is a critical factor in successfully delivering on this principle.

BAH implemented Aptean Respond, the market-leading enterprise complaints and feedback management software. The main driver behind the decision to invest in Aptean Respond over other systems was its ability to streamline processes and improve access to management information. The software allows BAH to log the entire customer experience – from pre to post-travel – as well as feedback from thousands of agents and suppliers around the world. The data generated from the Respond system is used for all of BAH’s reporting requirements from monthly market reports and staff performance evaluations to the quarterly quality reviews with senior management. This reporting structure plays an important role in the development of BAH’s products and services.

• The implementation of Aptean Respond has enabled 90% of complaints to be investigated and given a full response within 14 days.
• The software provides efficient, streamlined and automated processes for fast and accurate handling of complaints and feedback.
• The data generated from the Respond system is used for all of BAH’s reporting requirements from monthly market reports and staff performance evaluations to the quarterly quality reviews with senior management.

• 90% of complaints are investigated and given a full response within 14 days.