Forces and Trends MBA 580

External Force: Social Changes impacting Customer Relations British Airways was successful in acknowledging social changes that was greatly impacting customer returns levels. British Airways utilized various techniques (internall(a)y and externally) to improve customer assistant quality. A disgruntled and dissatisfied customer is an ordinary quit of all(prenominal) business. It does not matter which industry, there is no intersection or service that is perfect. This holds true with British Airways. During the 1990s some airlines, including, British Airways, were experiencing high levels complaints and dissatisfied customers. According to Avinash Narula, the way an shaping responds to customer dissatisf bodily function de destinationines the family the company has with its customers (2008). First, airline management took equivocal action and implemented an effective Service Recovery form to trade complaints and information needs of the passengers. Service Recovery is a term that refers to the art of turning customer disappointment into a more than positive experience. Research has shown that 82 percent of customers who keep had unspeakable experiences will return if the complaint is quickly know and resolved, (Narula, 2008).

British Airway employees have be trained and better on taking ownership of the problems and resolving the customers complaint, to observe that customers business. The airline is currently investing in a detailed, ongoing customer satisfaction survey, which measures the reply to all the aspects of their service throughout a passenger s pilgrimage experience. The purpose of t! hese surveys is; it is vital for British Airways to understand what the passenger thinks nearly the product and services provided in assorted markets, on different routes, at different airports, different days, in hallow to present informed decisions about efficient, cost-effective product development, (www.britishairways.com, 2008). other(a) customer relationship techniques British Airways...If you want to get a full essay, fellowship it on our website: OrderCustomPaper.com

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