Analyst Hub - Blogs

  • Powering a personalised customer experience through data
    Jo Boswell

    My team looks after BA’s customer data and analyses our marketing and retail effectiveness. I also lead the ‘Know Me’ programme, looking at how the airline can use information to personalise and tailor customers’ experience of BA. The programme launched in 2011 and is a key initiative in substantiating the airline’s ‘To Fly. To Serve.’ promise. 

    The challenge has always been how we turn the wealth of information and data we have on customers into actionable insights, and ensure that we put these insights into the hands of those who can do something with it.

    Creating an Analytics Centre of Excellence

    Key to our success is developing a centre of excellence for generating knowledge from data, with the right tools and expertise. That’s why we’ve been actively recruiting for additional talent to join the team, as well as working with external agencies with advanced expertise in this area.

    It’s a good time to join, as we have gained significant momentum both internally and externally – in fact we were recently recognised for our innovative approach by Tom Davenport, Visiting Professor of Analytics at Harvard University:  “I was impressed by a British Airways project called “Know Me” that is addressed at compiling and acting on diverse customer information. But I haven’t heard of similar projects at other organizations, and this type of application is at the heart of the customer experience.”

    Dream Role

    I joined BA in 1990 on the graduate programme and I can honestly say this is the best job I’ve had! The reason I love it is that we are working with different teams right across the airline to transform the experience for our customers.