Reply To: Unite/BASSA to Strike 20/3 for 3 Days, 27/3 for 4 Days

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GTR_Skyline: I think FaroFlyer’s seatmate was referring to the strike action originally planned for the Christmas 2009 period, immediately prior to which British Airways gifted ex-gratia BA miles dependent of class of travel to Executive Club members who ‘kept the faith’, even though no action ultimately took place.

The Gate Gourmet action rewarded customers whose flights had actually been disrupted.

It remains to be seen how the company will react during this episode, although it’s clear that they’re currently focussing their efforts on keeping their aircraft flying, rather than collapsing in a heap, throwing their arms in the air and showering members with even more miles.

That’s both practical and commendable as a priority, but BA will need to go far beyond that if it is to rebuild the confidence and goodwill of its customer base. Though they have made strides, and though they know that other carriers to whom passengers may temporarily defect are facing similar levels of IR uncertainty, the airline is apparently some way behind the best, if not even the majority, in understanding the power, reach and leverage of modern media and social networking in exposing inconsistency and also common experience amongst savvy consumers.

Facebook, Twitter, web fora et al are not merely routes to free advertising and PR; they’re mirrors reflecting truths that only sustainable businesses can confidently parade in front of in the long term.

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