How could BA short haul improve?
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How could BA short haul improve?
On domestic flights, the latest cost saving measure appears to involve deleting the chocolate from the biscuits. A new low. The new plastic seats are pretty grim as well.
But seriously, what could BA short haul do to improve the customer experience at no cost? As a starter:
- Ban crew bags from the cabin lockers
- Only tag a bag as 'under seat' for passengers with two bags (I now take my large carry on whether I need to or not, since I have long legs and they like to tag my brief case)
- Always have a fast track boarding line and police it
- Don't show flights as boarding when they aren't
- Have the buses on the apron when the plane shows up
- Sort out the app, which falls over way too often (this would save money)
- Offer tier points on spend as an alternative to class of travel (I now travel short haul and struggle to make silver, my spend is far higher than when I flew long haul and was routinely Gold)
- Don't scan boarding passes twice at the gate in LHR (link the security and check in computer systems)
There must be more. I am not going to ask for low cost improvements because that would just not be credible.
But seriously, what could BA short haul do to improve the customer experience at no cost? As a starter:
- Ban crew bags from the cabin lockers
- Only tag a bag as 'under seat' for passengers with two bags (I now take my large carry on whether I need to or not, since I have long legs and they like to tag my brief case)
- Always have a fast track boarding line and police it
- Don't show flights as boarding when they aren't
- Have the buses on the apron when the plane shows up
- Sort out the app, which falls over way too often (this would save money)
- Offer tier points on spend as an alternative to class of travel (I now travel short haul and struggle to make silver, my spend is far higher than when I flew long haul and was routinely Gold)
- Don't scan boarding passes twice at the gate in LHR (link the security and check in computer systems)
There must be more. I am not going to ask for low cost improvements because that would just not be credible.
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You sound like you'd do well on FlyerTalk with all your first world problems... 
(FlyerTalk a place I've only visited once and stay away from because I still can't believe what I read the only time I was there .... I seem to recall it being people making a huge deal of caviar not being available in BA first ... literally talking as if it were the end of the world !).
Where else are they supposed to put them on a short haul aircraft where they've got tight turnarounds and are not going to be resting at their destination for a few days ?
You could take the tag off
How are you sure the fast track queue isn't just full of FF flyers on a FF heavy sector ?
I'm sure they don't do that deliberately to annoy you ! Most people are not like you and don't rush to the gate the second the status changes to "boarding".
Not BA's fault. Talk to the airport operator or whoever runs the buses at the airport in question.
Its never crashed for me and its way better than many airline apps !
Tough 
.... its a frequent FLYER programme !
BA Silver is really not that hard to earn.
Tier points for money is just asking for abuse.
Can't say I've experienced double scanning at the gate much on the routes I fly.
I suspect the reason for double scanning is for logging independently on security and check-in systems.... both for IT security reasons as well as passenger audit reasons.
(FlyerTalk a place I've only visited once and stay away from because I still can't believe what I read the only time I was there .... I seem to recall it being people making a huge deal of caviar not being available in BA first ... literally talking as if it were the end of the world !).
- Ban crew bags from the cabin lockers
- Only tag a bag as 'under seat' for passengers with two bags (I now take my large carry on whether I need to or not, since I have long legs and they like to tag my brief case)
- Always have a fast track boarding line and police it
- Don't show flights as boarding when they aren't
- Have the buses on the apron when the plane shows up
- Sort out the app, which falls over way too often (this would save money)
Its never crashed for me and its way better than many airline apps !
- Offer tier points on spend as an alternative to class of travel (I now travel short haul and struggle to make silver, my spend is far higher than when I flew long haul and was routinely Gold)
.... its a frequent FLYER programme !BA Silver is really not that hard to earn.
Tier points for money is just asking for abuse.
- Don't scan boarding passes twice at the gate in LHR (link the security and check in computer systems)
I suspect the reason for double scanning is for logging independently on security and check-in systems.... both for IT security reasons as well as passenger audit reasons.
Last edited by mixture; 11th Jul 2014 at 16:51.
Some of the US carriers (I think Delta started it and United are about to follow) are moving to a spend based FF program.
Some years ago I used some UA miles to upgrade myself LHR/ORD/DEN/ORD/DEN and the miles I got back (based on the Business Class upgrade, not the economy underlying ticket) pretty well paid for the number of miles used to upgrade. Madness!
Some years ago I used some UA miles to upgrade myself LHR/ORD/DEN/ORD/DEN and the miles I got back (based on the Business Class upgrade, not the economy underlying ticket) pretty well paid for the number of miles used to upgrade. Madness!
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Trouble is and has always been that short-haul is seen within BA as a second rate service - all the money and kudos and the image are based on long-haul and especially Business offerings
Its so much part of their DNA its unchangeable IMHO
They could start by not automatically cancelling short haul flights and keeping long haul flying at LHR when something goes wrong
Its so much part of their DNA its unchangeable IMHO
They could start by not automatically cancelling short haul flights and keeping long haul flying at LHR when something goes wrong
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I've improved the quality of my short/long haul journeys immensely in the last three or four years. I didn't fly BA once over that period.
Didn't have one involuntary seat assignment change; didn't have one cancellation; vast majority of flights on time (+/- 15 mins); longer delays managed well. Milage credited correctly and quickly; didn't have to deal with their 'executive' club located somewhere in deepest darkest Germany ...
Didn't have one involuntary seat assignment change; didn't have one cancellation; vast majority of flights on time (+/- 15 mins); longer delays managed well. Milage credited correctly and quickly; didn't have to deal with their 'executive' club located somewhere in deepest darkest Germany ...
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I guess your saying they can't improve then!
Oh dear.
Oh dear.
Just come up with a reasonable and realistic list of things that need improving ...
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To be honest as someone who doesn't fly regularly and who doesn't have FF I will fly BA if they are cheaper than the competition. Now that BA are going 30" with recline I should imagine it is less comfortable than easyJet with no recline particularly the new slimline seats. That coupled with the fact that catering is often a packet of bird seed with no options to purchase anything is pretty poor compared to easy/Norwegian and you have to pay more for a bag with BA means ill only fly them if they're cheaper (and they often are). Up until a few years ago I'd have happily paid £20-£30 more to fly BA. Now it's just not worth it especially when competitors have better allocated seating policies.
Where do they go from here? Well the service has been cut to the bone and is very similar to an LCC. So from a customer perspective I'm not sure. As an airline they can cut their cost base to remain competitive.
Where do they go from here? Well the service has been cut to the bone and is very similar to an LCC. So from a customer perspective I'm not sure. As an airline they can cut their cost base to remain competitive.
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And their customer service was non-existent. Don't know about now, but when I was one of their 'gold' customers, I decided to stop using them because they treated me so poorly. I'm still waiting for resolution of a claim I put in in 2010. The first ignored me, then told me they were too busy to consider my claim, then told me it wasn't their fault, then continued to ignore me. If this is how they treat(ed) gold I pity the poor travellers without status.
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Yeah their service can be excellent but also extremely poor once onboard. I've flown them Domestic/SH Europe in the lady six months. There's often at least one crew member with very bad attitude, but they're often balanced out by the rest of the crew who are very helpful (going way beyond the call to reunite me with my ipad I left onboard). But then I'd be living in a fantasy world if I believed there weren't a few bad eggs at my airline who spoil it for the rest of the crew and passengers. I've not had a reason for making a complaint with them bud I'd have hoped for better with BA.
Which is partly the problem. Even with increased competition and falling fares/yield people still have the same high expectations of BA. I remember my days in a BA uniform when you really had to strive to meet and exceed expectations. Conversely, at the LCC end we are frequently praised and congratulated on our service..... Even if other areas have failed that day.
At the end of the day it's all about the name at BA. Infrequent fliers who happen to fly BA will be expecting the world but will no doubt be disappointed. It's amazing how many people still believe you will still get a meal on a short haul BA/LH/KL flight.
So yes BA can be cheaper on occasions but the service is not what many expect and there lies the problem.
At the end of the day it's all about the name at BA. Infrequent fliers who happen to fly BA will be expecting the world but will no doubt be disappointed. It's amazing how many people still believe you will still get a meal on a short haul BA/LH/KL flight.
So yes BA can be cheaper on occasions but the service is not what many expect and there lies the problem.
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I'd liken this problem, answered so well up by easyflyer83 and mixture, to the one that Marks & Spencer have:
How could M&S clothing shorps improve?
The combination of competition for them from the low cost companies and the Internet - whilst their long term customers feel unhappy with the reduction in service and quality?
The short answer is - they cannot - and nor can BA. They can only make the best of it and keep going as long as possible.
How could M&S clothing shorps improve?
The combination of competition for them from the low cost companies and the Internet - whilst their long term customers feel unhappy with the reduction in service and quality?
The short answer is - they cannot - and nor can BA. They can only make the best of it and keep going as long as possible.
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I'd liken this problem to the one that Marks & Spencer have
The one exception (if you can call them an exception) are BT, who are surviving reasonably well. But that's only because of their monopolistic position with their fingers in all the pies and the fact they've buttered up the regulator and the politicians. Chances are the average customer if not directly contracted to BT will be using a BT service indirectly though their service provider.
But I digress. Coming back to BA, I don't envy their management's position .... at all.
BA have a vast operation, with a huge number of services provided in-house (extensive maintenance facilities, extensive training facilities etc.). Their overheads and business model (legacy carrier with large number of routes and extensive cargo operation). Large fleet of aircraft. Not to mention their costs for operating LHR T5 !
Its simply not realistically possible for them to cut costs and re-model their business .... the costs alone of implementing all the changes worldwide would drive them to the brink of bankruptcy.
My money would be on us seeing more cross-sell and up-sell. As well as more aggressive pricing and maximising exploitation of technology when dealing with people (i.e. either staff/contractors or passengers/customers) in order to minimise costs there. Industry wise we'll also be seeing more consolidation, just as we have with BA and Iberia, BMI etc.
Remember also that BA already dipped their toe in the loco water with Go in the 90s.... once bitten twice shy as they say ! Even more reason to think BA are not going to be transforming into a lcc any time soon.
No one is suggesting that BA should/will become a LCC. The problem in one way though is I that BA are cherry picking certain LCC attributes and that doesn't always do much for the brand image or perceived brand image.
As for GO.....you can hardly say "once bitten....". In retrospect the GO brand was actually pretty upmarket and is what the easyjet brand has eventually become. The GO operation was fundamentally a great idea before the take over.
As for GO.....you can hardly say "once bitten....". In retrospect the GO brand was actually pretty upmarket and is what the easyjet brand has eventually become. The GO operation was fundamentally a great idea before the take over.
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BA are cherry picking certain LCC attributes and that doesn't always do much for the brand image or perceived brand image.
They want to keep their short haul marketshare. Many of those short haul passengers look at Easyjet and Ryanair pricing and are too dumb to figure out why BA (or A.N. Other incumbent carrier) can't match those prices.
So when faced by a not insignificant number passengers who just look straight at the bottom line price, what exactly are BA to do apart from to find ways to bring the headline price down using the limited number of options available to them ?
You can't call it cherry picking. Its more like trying to maintain brand integrity on one side whilst aggressively competing with the LCCs on the other. BA is not an aggressive brand, as a BA passenger you expect more than you do as an Easyjet or Ryanair passenger where the satisfaction bars are set much lower.
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One of the reasons people expect better service from BA is that is what they
advertising as their USP
EasyJet & Ryanair don't so you aren't surprised at the lack of service
BA's advertising is almost all based on long haul, exec class travel - the poor punter who turns up for LHR-GLA is in for a horrible shock.................
advertising as their USP
EasyJet & Ryanair don't so you aren't surprised at the lack of service
BA's advertising is almost all based on long haul, exec class travel - the poor punter who turns up for LHR-GLA is in for a horrible shock.................
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BMW don't compete on price. They compete by offering a product that costs a bit more but which people are prepared to pay a premium for which more than covers the incremental cost.
The BA model seems to be to chase people with a lower cost base into the gutter but to charge premium prices.
I would like to be proud of our national flag carrier but I just don't see how this is sustainable. And the point about advertising is correct. The expectation and the reality are a world apart. Even in the long haul cabins.
The BA model seems to be to chase people with a lower cost base into the gutter but to charge premium prices.
I would like to be proud of our national flag carrier but I just don't see how this is sustainable. And the point about advertising is correct. The expectation and the reality are a world apart. Even in the long haul cabins.
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One of the reasons people expect better service from BA is that is what they
advertising as their USP
EasyJet & Ryanair don't so you aren't surprised at the lack of service
BA's advertising is almost all based on long haul, exec class travel - the poor punter who turns up for LHR-GLA is in for a horrible shock.................
advertising as their USP
EasyJet & Ryanair don't so you aren't surprised at the lack of service
BA's advertising is almost all based on long haul, exec class travel - the poor punter who turns up for LHR-GLA is in for a horrible shock.................
If BA were smart they would give all of their connecting passengers the short-haul business class regardless if they were travelling business/first on the long-haul. So they have to move the curtain back a dozen or so rows, big deal.
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"would you go for the 'long-haul' experience of one of the ME airlines on two sectors, or would you fly down to LHR on BA's short-haul to experience their one-stop flight to Sydney."
What is the difference between a one stop flight and a 2 sector flight? they both stop somewhere between Sydney and LHR (they'd better.......)
Admittedly you may not have to change planes but you are often disembarked for refueling & cleaning like it or not
But you inadvertently hit the nail on the head - BA see short haul purely as a feeder service for long haul - and the service suffers accordingly
the LCO's know their business
What is the difference between a one stop flight and a 2 sector flight? they both stop somewhere between Sydney and LHR (they'd better.......)
Admittedly you may not have to change planes but you are often disembarked for refueling & cleaning like it or not
But you inadvertently hit the nail on the head - BA see short haul purely as a feeder service for long haul - and the service suffers accordingly
the LCO's know their business
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I use KLM quite often for long haul. My starting point is DUS which therefore involves a short connecting Fokker FK-70 flight to AMS with KLC. They don't offer a C class as such but pax connecting onto or from C class intercontinental flights are seated in the front of the cabin with the seat next to them guaranteed empty. That's good enough for me for a short connecting flight.