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British Airways running pilot with Apple's iPads for enhanced inflight customer service |
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British Airways cabin crew are now using the latest iPad model to bring a new dimension to customer service in the air. At least some of them.  The UK's flag carrier is running trials of Apple's iconic and revolutionary iPad with a hundred of its cabin crew with the aim to roll it out to all senior crew members across the airline in the coming months. The aim of the exercise is to provide bespoke, personalised service. The cabin crew will have prior awareness of customer preferences and a greater understanding of each customer's previous travel arrangements, allowing them to offer a truly bespoke, personalised service by using the tablet. Presently, after all passengers have boarded and just before the doors are shut, cabin crew are handed a long scroll of paper listing up to 337 customers. The new iPads will see cabin crew simply refresh their screen when the doors have closed through wireless 3G networks to access a complete list of passengers on board. It will allow the crew to quickly identify where each customer is seated, who they are travelling with, their Executive Club status and any special meal requests. According to British Airways, the iPad gives cabin crew “a whole library of information at their fingertips including timetables, safety manuals and customer service updates.” Additionally, the iPad will also allow any issues to be logged with ground-based colleagues around the network prior to departure so that solutions can be delivered while the flight is airborne. Bill Francis, British Airways' head of in-flight customer experience, said: "The iPad is already allowing us to offer a more personalised onboard service, but the possibilities for future development are endless. We're receiving great feedback from cabin crew and customers already. It allows the crew to offer the thoughtful service they want to deliver and customers are treated as valued guests." |
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