BA’s big blunder: lessons in keeping your customers happy
summary
British Airways (BA) has made a surprising move that’s left some of its business and first-class passengers scratching their heads. In an effort to trim costs, BA has swapped out its traditional lunch for a quirky “Great British Brunch” on long-haul flights departing between 8:30 am and 11:29 am. While brunch is certainly a fun idea, it’s causing quite a stir since the timing can be far from brunchy—some passengers might be digging into waffles or a sausage and mushroom dish as late as 1:30 pm. Talk about breakfast for lunch!
Late-night flyers haven’t escaped the changes either. On flights departing after 9 pm, the full meal service in business class has been replaced by a pared-down “supper menu,” served on a single tray for quicker dining. BA says this will help passengers get to sleep faster, though many high-paying customers miss the option for a full dining experience. Despite BA’s pride in their new meal service, critics are shaking their heads, wondering if this leaner approach will satisfy business travellers who pay for a premium experience.
Bottom line: Even if it cuts costs, compromising the luxury element in premium classes is a risky game. Loyal customers who expect top-tier service might just look elsewhere.
Your key takeaways
Customer feedback and expectation management: Test changes thoroughly, especially in high-end segments. Customer expectations at the premium level are high, and any changes that surprise them—especially on essentials like comfort or convenience—might do more harm than good.
Cost management vs. brand promise: Balancing cost-saving measures with brand values is tricky. While operational savings are necessary, maintaining quality for top-paying customers is key to preserving loyalty. If premium offerings feel budget-conscious, loyal clients might start questioning the value of your brand.
Emphasise efficiency with care: Streamlining processes (like BA’s single-tray supper service) can be beneficial, especially when it meets specific needs, such as helping travellers rest. However, it’s important to offer this as an option rather than a replacement for the full experience, allowing customers to customise their journey.
Timing is everything: Timing can make or break customer satisfaction. Align products or services with customer expectations and needs at particular times or stages of the experience. In BA’s case, offering brunch during a time many consider “lunch” has led to confusion and dissatisfaction—showing that catering to context is often as important as the quality itself.
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