While flying, even the most seasoned flyers gets jitters. Who doesn’t have the occasional butterflies in the stomach? The same concerns are much higher for those who do not use airlines so frequently. For example, if we would want our parents to visit us, what would we not do, to ensure that they get an experience and care that they truly deserve. Check out this video from British Airways.

In this context, British Airways sets the rules of the customer engagement by provisioning a service experience that is truly personal and caring. It makes one understand, that customers are not just for a transaction or the interaction of a flight spanning few hours. It is much more than that. It runs much deeper than just a job role. It needs to be embedded in the genetic constitution of not only the organization but also into the people who are the face of the organization, to really make a difference.

This is especially true when we Indians experience any services, especially one that is so engaging as that of air flights. Indians as a country is marked by a wide number of different cultures, each with their own social and cultural norms and languages. But what really connects all of us is the language of love in India. We as a nation respond to warmth of interaction rather than its transaction value. We Indians, respond to relationships, deep bonds of mutual respect. This is what sets British Airways aside.

The firm is not just a firm for profit, but an organization with people. It is the people who makes a difference when they connect with the customers with the greatest possible resource one can share and spare: Empathy. This is all the more true in services industry where often the service provided fails to accommodate the actual needs of the customer, due to a lack of empathy among the team that they engage with. Customer touch points become the reason for success and failure, and the people who deliver the service are the most valuable assets of any organization. It is the people who serve you makes all the difference in British Airways. Fuelled by love, British Airways has customised its services in such a way that it meets the needs of the Indian traveller. British Airways has been flying to India for over 90 years and currently operates 49 flights a week from London Heathrow to five cities – New Delhi, Mumbai, Chennai, Bengaluru and Hyderabad. These 90 years have been more than just engagement with us, but designed to know all our needs in the most personal way imaginable. British Airways thus ensures that during each of these 49 flights every week, you remember the journey, not for the moments you counted to get over, but for the moments that you forgot to count, during your journey.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.

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