I read today that Sir Tim Bell has suggested that BA or BAA close Terminal 5 for a couple of weeks in order to prevent the piling of this week’s new woes on top of those from last week.
In my view, BA or BAA should go one step further and use digital media to create a community area which can be used to restore relations with travellers. My suggestion would be a database-driven solution which links up with booking details and allows travellers to register their experience on a multiple choice questionnaire. Answers could be matched to ticket type and traveller type and “bespoke” compensation offers made. Customers could be segmented by:
1. Ticket type
2. Ticket value
3. Customer value (if known) or stated frequency of flights in last year
4. Amount of baggage lost (items or weight)
5. Type of contents (Holiday, business etc)
6. Time without baggage
7. Whether departure was prevented or trip cut short
Why bother with all this you may ask. Well the digital age means that disgruntled travellers can form themselves into communities and create havoc with brands. As in all marketing, and particularly service marketing, a failure presents an opportunity to either a) lose a customer and make a “brand enemy” or b) create a life-long brand advocate.
In short, failures give marketers and their companies an opportunity to shine and show just how much they really love their customers. BA/BAA should get to it now, before the sentiment of many travellers swings irreparably against them.
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