About British Airways Holidays

As one of the UK’s leading holiday providers, they pride themselves on delivering exceptional customer experiences. A pledge which is reaffirmed by 95% of customers saying they’d book with them again.

The challenge

A new approach was needed to send out “disruption texts”. Disruption texts being messages sent to customers to notify them of circumstances such as cancelled flights, quarantine requirements etc.

They had been previously using a simple text message service, but this presented a number of challenges and limitations:

• Links to mobile web pages, where more detailed information could be supplied to customers, were not available from their previous supplier.
• Only text could be supplied to customers, which meant British Airways were unable to maintain brand consistency and missed an opportunity to build trust.
• Longer, more detailed messages could not be sent to customers en masse without incurring costs for additional messages.

What were British Airways Holidays’ requirements?

• A service that engaged with customers in a fast and efficient manner.
• Any new solution should help to increase brand exposure to customers.
• The new solution should allow for the supply of more information to customers. Previous simple SMS disruption texts were limited.
• A faster and more efficient way to opt customers in to receive these communications.
• The new solution needed to be able to better manage customer responses.
• Had to handle customers’ data in a safe and secure way
• Needed to be easy to use.
• The performance of each message needed to be tracked.
• And ultimately, make the customer journey clearer and easier.