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AIR MILES’ SACKCLOTH AND ASHES FOR PHONE FAILURES

News, 01 September 1997

IN A TEXTBOOK EXAMPLE of how to mollify ruffled feathers, Air Miles, the British Airways-owned loyalty programme has mailed a letter of apology to all its customers following a failure to meet self-imposed customer service standards by its call centre over recent months. Signed by managing director Alan Deller, the letter details Air Miles’ plan to remedy recent telephone congestion by increasing its customer service team by 33% to a total of 600 agents. The company also plans to provide customers with online access to their account details via its Web site as of November, eventually leading to direct online booking.