The central tenet of British Airways� business plan for the next five years, 2011-2015 is the satisfaction of its millions of customers through outstanding service and insight.
The aim of the plan is to position British Airways as the world�s most admired airline in the markets it serves.
�To achieve this, we�re putting the customer back at the heart of everything that we do, thereby re-igniting the passion and belief in British Airways,� said Paul Dhami, the airline�s Ghana Country Commercial Manager.
Part of the strategy, he said, is to develop a warm, thoughtful and intuitive service style and transform service using feedback obtained from customer satisfaction surveys.
The airline, he said, also aims to be among the top five for premium products, and as such will continue to refine its Executive Club offering.
He said British Airways has come a long way, and has laid strong foundations for the future. These include targeted investments in its products to improve customers� travelling experiences. For instance, he said, the airline plans to continually secure the right aircraft, technology and infrastructure.
He disclosed that the airline was already investing in new aircraft like Boeing 777-300 ERs, Embraer London City fleet, A380s and Boeing 787s.
�We are also investing in critical IT systems, introducing new cabins, with over �100m investment in First, new World Traveller and World Traveller Plus cabins and new inflight entertainment systems,� he said.
Dhami explained that during the period British Airways also plans to set the standard for responsible aviation by continuously improving its safety and security culture, investing in local communities, advocating a responsible regulatory approach and reducing the impact of the industry on the environment.
Some of the environmental change strategies, he said, include reducing net carbon emissions by half, establishing Europe�s first sustainable jet-fuel plant with a US energy company, which will power BA planes from 2014, working on an alternative fuels testing programme in partnership with Rolls-Royce, and investing in new aircraft that produce up to 30 per cent less carbon emissions than the aircraft they are replacing.
Dhami pointed out that British Airways is currently leading the industry in pressing for a global framework for dealing with aviation emissions to be adopted.
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