British Airways uses crew training events to help survive recession

BA's Mark Hassell says training has boosted premier business

BA: positioning itself as a leading global premium airline
BA: positioning itself as a leading global premium airline

British Airways (BA) is positioning itself as a ‘leading global premium airline' with a strong focus on client hospitality to survive the recession, says head of customer experience Mark Hassell.

He told delegates at the Creating Consumer Chemistry marketing conference in London last week that: "at BA we are experiencing a major threat to our business".

"This is a redefining recession and the airline industry will come out of it very differently - it's about transformational change, and for BA, it's about being ahead of the curve," said Hassell.

He added that a significant proportion of BA's business came from one of sectors hardest hit by the recession - financial services and banking - that had added to the airline's record financial loss.

To ensure BA emerges from the recession as a profitable and leading global premium airline - despite the announcement of potential job losses - it has invested in crew training events to provide First Class and Club World passengers with a top experience.

The airline employed business development firm TMI to train BA crew at live events.

TMI joint managing director Gillian James said: "For BA, our job was to engage crew and excite them to the point where they wanted to deliver an amazing customer experience."

"We will see an increase in customer recommendation in Club World and First Class and the results of our crew training are six times better than what we had projected for First Class and ten times better for Club World," said Hassell.

Creating Consumer Chemistry was organised by the Cello Group and was held at The Royal Institution last Thursday.

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