British Airways invests in cabin crew app to drive personalised customer service


British Airways will provide its crew with iPhone XRs loaded with a selection of apps to help offer customers instant additional assistance during their journey.

British Airways has announced that it will provide cabin crew with iPhone XRs to help them offer a more personalised service to customers.

The investment for all cabin crew members follows a successful trial of iPads for senior cabin crew on board every BA flight.

The new phones will be loaded with a selection of apps to help crew offer customers instant additional assistance during their journey. Crew will also have access to a range of customer information at their fingertips, including previous flights and meal preferences, enabling them to personalise every interaction.

Karen Slinger, British Airways’ Head of Inflight Customer Experience, said: “Our customers spend up to 14 hours with our cabin crew on a single flight and we know from the recent success at the Skytrax Awards that the care provided by our people has a huge impact on the overall customer experience and is what sets us apart from other airlines. This investment is about further empowering our crew and providing them with everything they need to deliver the very best service to our customers while in the air.”

The rollout of these devices is the latest initiative to enhance customer service at British Airways. Earlier this year, the airline launched Help Me – a brand-new section of ba.com to help customers make changes to their bookings and find out more about their consumer rights if their journey doesn’t go to plan.

The airline also announced a multi-million-pound investment in training for its staff based at Heathrow, with every agent now trained to help customers with a range of different queries and personally reach out to them at the airport using iPads loaded with a host of specialist apps.