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Article from BTNews 5 NOVEMBER 2012

BA customer recognition

British Airways has launched a customer identification programme which it claims is set to take recognition to a whole new level, even enabling its staff to put a face to the name before the travelling customer sets foot in the airport.

The programme, known as 'Know Me', has been developed over several years and is now beginning to be rolled out.  Its purpose is to collate a wealth of data from every experience the customer has with the airline and translate that into meaningful service for that individual.

The programme is able to send messages with information about specific customers to the iPads of customer service agents and senior cabin crew, or update check-in staff via the airline’s computer system.

The most recent advancement of the system enables the British Airways’ team to search Google Images for a photo of specific customers so they can recognise them as soon as they enter the airport or aircraft and proactively approach them.

Jo Boswell, Head of Customer Analysis at British Airways, said: "We're essentially trying to recreate the feeling of recognition you get in a favourite restaurant when you’re welcomed there, but in our case it will be delivered by thousands of staff to millions of customers”. www.ba.com

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