BA and eDigitalResearch collaborate to take the customer pulse

British Airways has agreed a deal with eDigitalResearch to glean real-time customer feedback following a successful trial.

The airline will use eDigitalResearch’s Experience Management programme which was built in-house by its research and technical teams.

The technology gathers ‘in the moment’ feedback from a variety of digital channels.

This will give BA insight into what consumers’ experiences are from the moment they arrive at their departure airport to when they disembark.

‘BA Pulse’ is currently live in the UK, USA, Russia, India, Caribbean, China and Brazil, with new routes and geographies to be added in the months ahead.

Debra Walmsley, customer insight manager at BA, said: “Pulse has been extremely well received across the business.

“It provides real-time feedback on the experience of our customers with the tools and insight to guide us towards excellence in everything we do.”

Derek Eccleston, eDigitalResearch commercial director, said: “The entire team are thrilled to be working with British Airways.

“Our unique offering of passionate researchers, technical experts and graphic designers all under one roof means that we can provide British Airways with a completely bespoke and flexible real-time customer experience management solution that meets their business needs precisely.”

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