British Airways' (BA) customer service is set to improve through using Java technology in the system supporting the airline's frequent flyer program, the British Airways Executive Club.
The benefits of the Java environment - which include platform independence, scalability and the rapid deployment of new functionality - have been embraced by BA through the development of a prototype Java application.
The application selected was the system which BA customer service agents use to support the BA Executive Club, an important element of the company's worldwide business.
The Sun Professional Services Java Centre in the UK was the ideal testing ground for the Executive Club application, which had to be platform-independent, Internet-enabled, scalable and easily modified to satisfy changing requirements. The Java architects at the Centre are experts in object-oriented design and were able to transfer this skill and experience to BA's staff.
Sun implemented the prototype, thus minimising potential risks, and through a Rapid Iterative Development (RID) approach, the development project took only five months.
"Our customer service agents use different systems around the world, and because a Java application can run on any platform, we believed it could help us offer a consistent level of service worldwide" says Robert Thorne, the man with worldwide responsibility for British Airways' customer data. He also adds that Java technology allows new features to be added quickly, resulting in more flexibility to improve customer satisfaction.
Through the use of graphics, Java's dynamic screens enable the system to present customer information quickly and intuitively, allowing the agent more time for the customer. "This is essential in a business like ours where customer service is a key differentiator," says Thorne.
Java's platform independence enables British Airways to deliver the application worldwide on a variety of platforms. "Most importantly," Thorne points out, "using Java technology and an object-oriented approach gives us the ability to deploy new functionality very quickly in response to new requirements."
Through the use Java's scalable technology and an intranet approach, the application can be maintained and centrally and cost effectively, enabling enhancements whenever the market requires. This will help BA stay ahead in customer service.
Many transactions that used to take up to three minutes, can now be accomplished with one click, greatly improving customer service. "We can now expect a shorter training time, a better quality conversation with the customer, increased customer satisfaction and ultimately a higher revenue," concludes Thorne.
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