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Voice of the Customer

Leading market research specialist eDigitalResearch has won the contract to provide British Airways with real time customer feedback from its global customers.

Following a successful trial at the beginning of last year, British Airways asked eDigitalResearch to provide real time customer feedback to help the airline to continually improve. The bespoke Customer Experience Management programme designed and built by eDigitalResearch specifically for British Airways, is already gathering ‘in the moment’ feedback, via a variety of digital channels, across the entire British Airways experience from the moment passengers arrive at the airport to when they disembark at their international destination. ‘BA Pulse’ is currently live in UK, USA, Russia, India, Caribbean, China and Brazil with new routes and geographies to be added in the months ahead.

Debra Walmsley, Customer Insight Manager at British Airways says, “Pulse has been extremely well received across the business, it provides real-time feedback on the experience of our customers with the tools and insight to guide us towards excellence in everything we do.”

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “We are delighted to be working with British Airways. Our unique offering of passionate researchers, technical experts and graphic designers all under one roof means that we can provide British Airways with a completely bespoke and flexible real-time customer experience management solution that meets their business needs precisely”.

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