British Airways: Project Carousel

Stephen Gosnell, Jacquie Collins, Helen Bywater-Smith, Lauren Kayser, Alison Coles, Robert Kettrick, Susannah Palmer, Debra Walmsley and Glenys Stokes

This article explains how British Airways (BA), the airline, took an in depth look at customer journeys to improve its service.

British Airways: Project Carousel

Stephen Gosnell, Jacquie Collins, Helen Bywater-Smith, Lauren Kayser, Alison Coles, Robert Kettrick, Susannah Palmer, Debra Walmsley and Glenys StokesIpsos MORI and British Airways

Summary

Project Carousel was undertaken by Ipsos MORI on behalf of British Airways to deliver a comprehensive understanding of customer experience, bringing to life the emotions customers experience and seek throughout the end-to-end journey. We dovetailed multiple methodologies to explore deep-seated emotional needs, and created a new technique - 'High Definition Journeys', which allowed us to capture interactions with customers at key journey points through appropriate technology (e.g. mobile apps on-board). Methodologies...

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