Case | HBS Case Collection | October 1994 (Revised November 1994)

British Airways: Using Information Systems to Better Serve the Customer

by W. Earl Sasser and Norman Klein

Abstract

Explores the uses of scanning technology, interactive software, and powerful data bases to assist customer relations representatives in resolving customer complaints. Competitive alliances in international markets are noted, but the focus is on the evolving commitment to customer service and the measures, technology, and economics that come into play to recover customers who have complained.

Keywords: Debates; Customer Focus and Relationships; Globalized Markets and Industries; Service Delivery; Alliances; Information Technology; Aerospace Industry;

Citation:

Sasser, W. Earl, and Norman Klein. "British Airways: Using Information Systems to Better Serve the Customer." Harvard Business School Case 395-065, October 1994. (Revised November 1994.)