As British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.
Carolina Martinoli has been named British Airways’ director of brand and customer experience, replacing Troy Warfield who left earlier this month.
The airline says it plans to appoint a successor for Warfield, who was only in the role for 18 months, “in due course”.
The IT outage that impacted thousands of flights is hitting consumer perceptions of the airline brand.
With the value of the British pound continuing to slide post-Brexit, there are fears for the stability of major brands from sectors including banking and retail.
Brands are increasingly including customer experience in CMO’s remit as the 24/7 nature of consumer interactions means marketers must be responsible for every touch point, from stores to apps, not just the marketing campaign or social media strategy.
BA has appointed Avis marketer Troy Warfield as its new director of customer experience as it continues to reshape its marketing team.
British Airways has knocked Visa from the number one position in the annual top 20 Business Superbrands rankings as it also extends its consumer brand dominance.
Comic Relief’s Red Nose Day is returning after two years with the clearly stated aim of raising money for the charity’s projects. In order to do this, it will not shy away from employing marketing’s newest tricks of the trade and tapping many well-known brands for partnerships in an effort to reach as many people as possible.
Marketers see customer experience as a primary focus according to a digital trends report. Although it’s been a talking point for some time, marketers predict the integration of mobile, data and content for heightened experience will be an aim for the next 5 years.
British Airways’ recent marketing restructure will put marketing at the centre of its strategy as it attempts to keep up with the emerging trend, which sees marketers partner with commercial teams as well as focus on the consumer.