| HBS Case Collection
(Revised November 1994)
British Airways: Using Information Systems to Better Serve the Customer
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.
Customer Focus and Relationships;
Globalized Markets and Industries;