BA hit by low satisfaction levels

British Airways, which cancelled dozens of flights in August because of staff shortages, has recorded its lowest customer satisfaction levels for two years, it was announced today.

The number of passengers either very or extremely satisfied with the airline fell 4% to 63% in August 2004, with many saying they would switch to other carriers.

The number of business-class passengers highly satisfied with their European flight departure halved to just 22%, while the figure for economy passengers dipped 21% to 34% compared with August 2003.

There was also a big fall – from 47% to 29% – in the number of UK domestic flight passengers who were highly satisfied with their flight in August.

The figures, compiled from questionnaires completed by BA customers, showed that 47% considered their flight to be good value for money – down 2% on the August 2003 figure – while 58% said they were highly likely to recommend BA, down 1%.

The statistics, which were revealed in the carrier’s British Airways News in-house weekly publication, show satisfaction with meals and cabin cleanliness also fell compared with the figures for August 2003.

Victoria Hodson, head of customer and brand insight, said: “The August results are the lowest we’ve seen since the current global performance monitor survey started two years ago.

“The size of the drop in satisfaction levels shows that several thousand customers throughout August were not satisfied with the service they received, many of them saying they would travel on other airlines in future. It’s clear that when things go wrong, customers notice and many may not come back.”

She went on: “Looking forward, the leadership team has set out a prioritised plan to address customer concerns, including improving domestic and European punctuality, cabin and toilet cleanliness, catering in first and club world (long-haul business class), baggage performance and the lounges in (Heathrow) Terminal 4.”