BA hires WhiteCross CRM

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British Airways has appointed CRM specialist WhiteCross Systems to carry out a data analysis of its website usage.

BA hopes to get an accurate picture of its customer activity without infringing their privacy. The airline has been testing WhiteCross technology since September and has now signed an agreement to continue the relationship. WhiteCross presents BA with a daily report on the previous day’s data, allowing insights into where customer traffic is coming from. The data also helps BA identify surges in website activity as a result of news-driven events or particular marketing campaigns.

“We now have reliable, detailed information about the usage of our website,” says BA head of e-commerce operations and technical design John Mornement. “This allows us to tune our online services to meet customer requirements and measure the success of our site.

The BA site handles up to 1 million page impressions and an average of 100,000 visits per day.

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