British Airways Aims to Improve Customer Service with RightNow

RightNow Technologies, a leading provider of eService solutions, has
announced that British Airways is implementing RightNow eService Centre on
its UK and US Web sites.
In doing so, the airline aims to improve customer
service by allowing the customer to obtain the information they require
directly from

RightNow eService Centre is an Internet customer service solution that
automates email responses and uses proprietary self-learning knowledge base
technology to accurately predict and anticipate customer support questions.

The “Ask BA” functionality provides answers to a wide range of questions
that customers ask BA.  The RightNow software can adapt and learn from
customer feedback so that it can quickly respond to new areas of enquiry.
Currently, BA receives around 24 million telephone calls globally from its
customers each year.

In a 60-day trial of the software on BA`s North American Executive Club and
15 UK trade sites, usage rose by 150 per cent. 

Rob Elding, BA commercial manager says: “With the statistics we have on the
service so far, I am confident that we can reach our customer service
targets.  94 per cent of customers surveyed said they liked the service and
wanted us to continue with it.”


He reports that one of the reasons BA chose this solution was that it could
be hosted by RightNow.  This meant it could be up and running “in days
rather than weeks”.  Also, the trial more than covered costs and BA is
expecting return on investment during this financial year.