British Airways is having 100 of its cabin-crew staff members trial the latest iPad model as a tool to aid in-flight customer service.
According to British Airways, the iPads are enabling its flight attendants to have prior awareness of customer preferences and a greater understanding of each customer’s previous travel arrangements, allowing the cabin crew to offer a bespoke, personalized service.
Their iPads lets crew members quickly identify where each customer is seated, who each customer is travelling with, the customer’s British Airways Executive Club status and any special-meal requests. The iPads also give flight attendants a library of information at their fingertips, including timetables, safety manuals and customer-service updates.
Using their iPads, flight attendants can also log any technical or service issues with ground-based colleagues around the network prior to departure so that solutions can be delivered while the flight is airborne, according to British Airways.
BA says that, up till now, when all passengers have boarded a flight and just before the aircraft’s doors are shut, the cabin crew is handed a long scroll of paper which lists up to 337 customers. With the new iPads, flight attendants can simply refresh their screens through wireless 3G networks when the doors have closed and they are provided with a complete list of passengers on board.
“The iPad is already allowing us to offer a more personalised onboard service, but the possibilities for future development are endless,” says Bill Francis, British Airways’ head of in-flight customer experience. “We’re receiving great feedback from cabin crew and customers already. It allows the crew to offer the thoughtful service they want to deliver and customers are treated as valued guests.”
Once the trial with 100 flight attendants is complete, British Airways aims to roll out iPads to all its senior cabin-crew members in the coming months.