BA conducted a survey of its customers last May to ask what really matters to them when flying, and how they felt about its products and services in Ghana.
Two-thirds of the passengers surveyed said they prefer to arrive at the airport well in advance of their flights so they would not need to rush through pre-departure formalities.
Most of these respondents also said they spend their time resting or relaxing at the boarding gate or airport lounge before getting on board.
‘We found that this may be as a result of the unpredictable traffic patterns in Accra, and the fact that passengers often have to spend time in queues to check-in to their flights,’ explained Moran Birger, Commercial Manager of British Airways in Ghana.
Birger however said that his airline has very innovative solutions for such a problem.
‘We can’t yet fix the traffic problems, unfortunately, but the good news is that we have invested over the years in very important products that make the check-in process smoother and quicker for passengers.
‘We have the ba.com website, which can also be accessed on any smartphone, the BA mobile app, which can be downloaded for free on all the popular mobile platforms, and also self-service kiosks at the airport.’
Passengers also felt that they deserved the best in customer service, both at check-in and onboard the aircraft.
Birger said that this insight informed part of the airline’s £5bn investment into new products and services, part of which includes providing thousands of iPads to senior cabin crew.
‘The iPad enables our crew to offer better customer service as it provides real-time insight into our customers’ preferences across a whole range of areas from special meal requests to onward travel plans, enabling us to deliver a truly bespoke service,’ said Birger.
Cabin crew are also able to identify where each customer is seated, who they are travelling with, their Executive Club status and other important information such as flight timetables, safety manuals and customer service updates.
‘We have been operating in Ghana for over 75 years, and from the feedback we have received, we are one of the most popular airlines in the country,’ said Moran Birger.
A business desk report
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