{"id":4004,"date":"2025-05-27T12:43:54","date_gmt":"2025-05-27T11:43:54","guid":{"rendered":"https:\/\/www.jigsaw-research.co.uk\/?p=4004"},"modified":"2025-05-29T08:47:37","modified_gmt":"2025-05-29T07:47:37","slug":"evaluating-british-airways-customer-service","status":"publish","type":"post","link":"https:\/\/jigsaw-research.strat7.com\/us\/case-studies\/evaluating-british-airways-customer-service\/","title":{"rendered":"Evaluating British Airways&#8217; customer service"},"content":{"rendered":"<h3 class=\"wp-block-heading\">The Puzzle<\/h3>\n\n\n\n<p>BA approached us as they wanted to understand more about their customer experiences, and how they were performing overall<\/p>\n\n\n\n<p>Specific issues we had to measure, explore and understand were:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>BA&#8217;s overall performance against passenger needs, and relative to competitors&#8217;<\/li>\n\n\n\n<li>Passengers&#8217; experience across key routes<\/li>\n\n\n\n<li>Key cultural factors for BA to understand and accommodate<\/li>\n\n\n\n<li>Perceptions of the BA brand, and its status as the flag carrier<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Pieces<\/h3>\n\n\n\n<p>We conducted a mixed methodology approach:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Online quant survey of c.5,000 BA passengers<\/li>\n\n\n\n<li>15 groups and 8 depths conducted globally<\/li>\n\n\n\n<li>Tracking of 30 BA passenger journeys across key routes using WhatsApp<\/li>\n\n\n\n<li>Airport intercepts and observation sessions at key airports<\/li>\n\n\n\n<li>Cultural immersion\/insight<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">The Picture<\/h3>\n\n\n\n<p>Through this approach, we could truly follow the customer journey. Particularly benefitting from following the participants in the moment as they travelled.<\/p>\n\n\n\n<p>By bringing these different sources together, we gained an in depth understanding of BA&#8217;s operational strengths, as well as areas for improvement. Ultimately this allowed us to inform BA how to ensure their customers&#8217; expectations for high standards are met<\/p>","protected":false},"excerpt":{"rendered":"<p>The Puzzle BA approached us as they wanted to understand more about their customer experiences, and how they were performing overall Specific issues we had to measure, explore and understand were: The Pieces We conducted a mixed methodology approach: The Picture Through this approach, we could truly follow the customer journey. Particularly benefitting from following [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4005,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[5],"tags":[],"class_list":["post-4004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Evaluating British Airways&#039; customer service - Jigsaw Research<\/title>\n<meta name=\"description\" content=\"Discover how STRAT7 Jigsaw Research helped British Airways evaluate and improve their customer service through a mixed methodology study, combining surveys, WhatsApp journey tracking, and cultural insights to uncover key performance drivers and opportunities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jigsaw-research.strat7.com\/us\/case-studies\/evaluating-british-airways-customer-service\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Evaluating British Airways&#039; customer service - Jigsaw Research\" \/>\n<meta property=\"og:description\" content=\"Discover how STRAT7 Jigsaw Research helped British Airways evaluate and improve their customer service through a mixed methodology study, combining surveys, WhatsApp journey tracking, and cultural insights to uncover key performance drivers and opportunities.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jigsaw-research.strat7.com\/us\/case-studies\/evaluating-british-airways-customer-service\/\" \/>\n<meta property=\"og:site_name\" content=\"Jigsaw Research\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-27T11:43:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-29T07:47:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jigsaw-research.strat7.com\/wp-content\/uploads\/2025\/05\/british-airways.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"j.mcdonald\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"j.mcdonald\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jigsaw-research.strat7.com\\\/case-studies\\\/evaluating-british-airways-customer-service\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jigsaw-research.strat7.com\\\/case-studies\\\/evaluating-british-airways-customer-service\\\/\"},\"author\":{\"name\":\"j.mcdonald\",\"@id\":\"https:\\\/\\\/jigsaw-research.strat7.com\\\/#\\\/schema\\\/person\\\/64e874eb8b2597c592a66dd686663c5f\"},\"headline\":\"Evaluating British Airways&#8217; 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