British Airways: A transformative role for insight

This article explains how British Airways (BA), the airline, made large amounts of data more manageable and accessible for use when making business decisions, creating greater focus on customers.

British Airways: A transformative role for insight

Nunwood and British Airways

Summary

British Airways connects 400 destinations worldwide, through the efforts of over 21,000 colleagues. Their shared efforts create one of the world's most complex customer experiences.

To manage this complexity, BA's Research & Insight team – with support from partners at Nunwood – have built a uniquely connected approach to insight management.

Over two years, the team have worked to create:

  • A visionary framework. A uniquely joined-up model for customer decision making, which combines, models and synthesizes over a dozen insight data sources, from operational data to tracking....

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