The Customer Voice survey has officially arrived and has now replaced the Think Customer Survey on all BA long-haul flights. Customer Voice is emailed to a sample of customers a couple of days after their flight, and is completed by recipients online. It has been optimised for use on mobiles and tablets to help encourage take-up, capturing the views of a broader spectrum of customers.

Customer Voice is complemented by the Pulse real time survey and Mystery Shopper programme. Pulse has been launched to capture customer feedback in the moment of travel about a particular touchpoint. Pulse is currently completed on flights between Heathrow and the USA, but from September will cover all flights out of Gatwick to the USA and Mexico, and will be widened to capture feedback about the ground experience as well.

Debra Walmsley, customer insight manager said, “Together these tools will provide the customer with multiple outlets to share their opinion with us and we will be able to have much clearer insights into their sentiment. They will also enable us to act on our customers’ feedback far more promptly than we have in the past.”