Team 1 Presentation

Business Intelligence
August 2022
Agenda
 British Airways
British Airways (BA), the United Kingdom’s national airline, was formed in 1974 with the merger of the
two largest UK airlines, British Overseas Airways Corporation (BOAC) and British European Airways (BEA)
and including two smaller regional airlines, Cambrian Airways and Northeast Airlines.

280 Aircrafts 160 destinations 4312 employees £3.7Billion

(2021 Revenue)
 Mission and Vision
Mission Statement:

With the effective use of a clear ideas framework, SAS EG software and V.I.S.A
appraisal, we intend to help British Airways to understand and explore its
growth opportunities through the implementation of an effective CRM tool

Vision Statement:

To provide British Airways an analysis with the most effective CRM tool for
enhancing their customers’ experience, hence expanding their operations to
more cities across the globe
 Challenges
In 2014 British Airways was the sixth most popular short-haul carrier, but
according to a survey of passengers, it slipped to 15th (source: www.itv.com). The
carrier is facing issues providing a satisfactory customer experience which results
in a negative brand image and a fall in revenue.

Source: Trustpilot
 Gartner Magic Quadrant
The magic quadrant is a tool that helps you
to understand your competitive position in
the business world by categorizing it into
four quadrants. The tool is used to easily
compare similar software tools that are Our Focus

available in the market. When the

differences between the tools are not easy
to spot, the tool can be used as a
comparative tool.

Magic Quadrant for the CRM customer engagement

center

Source: Gartner (June 2021)

Selected CRM Tools

Source: Gartner 2021

 Clear Ideas Framework
The Clear Ideas Framework was developed by a renowned industrial psychologist, Dr Kamal
Birdi. This was designed to help companies innovate and implement new ideas.

What Problem do you want to tackle? (illuminate the problem)

1- To provide in-time support to the customers
2- To increase customer satisfaction for the airline’s customers
3- To recover the customer’s confidence in the brand
4- To improve the customer service standards

What is causing the problem? (Diagnose)

1- Legacy CRM not meeting the current market demands
2- Legacy CRM is unable to cater for the volume
3- Functionality of the tool is not updated as per the current market
 Clear Ideas Framework (contd.)
Access the Idea Key Roles
IDEA Effectiveness Practicality Acceptability Total Roles Assigned To
To enhance the functionality of Adepeju Project Manager
2 1 2 5
the current tool
Silpa Business Analyst - Training
To implement a better CRM tool
to address the problems
4 5 5 14 Akshara Business Analyst - Training
Sunil Business Analyst - Testing
Hire new executives and train Febin Business Analyst - Quality
3 2 3 8
them as per the current tools
Subodh Business Analyst - Research

Commit: Stakeholders that will have to commit the idea Engage with users
Stakeholder Their No Reason Our Yes Reason People or Group Engagement Method
Will improve overall quality and
Time consuming to change Tool Training - Classroom
Management response time from customer End User
the system sessions & SOP provided
service team
Tool will increase the efficiency Reporting and Dashboard
Management
view training and testing
of the team and we may reduce
Finance Team Too expensive
the headcount after pilot period 1 month extended support will be provided during
of three months the pilot period
 Evaluation of Attributes

Attributes
 Raw Data
Real Time User Customiseabl Real Time Customer Self Service
Cost Ease to Use Dash Boards Integrations
Support Experience e Fields Reporting Communication Portals

Staff 1 1 2 10 9 3 8 4 7 6 5
Staff 2 1 2 6 7 3 8 4 9 10 5
Staff 3 5 4 10 9 3 8 2 7 6 1
Staff 4 5 4 10 9 3 8 2 7 6 1
Staff 5 6 7 1 2 8 3 9 4 5 10
Staff 6
Staff 7
10
5
9
4
5
6
4
9
8
3
3
10
7
2
2
8
1
7
6
1
A fiction survey was conducted to
Staff 8 4 3 9 10 2 8 1 7 6 2
Staff 9 3 2 6 7 1 8 5 10 9 3 understand the opinion of British
Staff 10 2 1 9 8 5 6 4 10 7 4
Staff 11 10 9 1 2 8 3 7 4 5 6
Staff 12 1 5 10 9 4 8 3 7 6 5 Airways Top executives regarding
Staff 13 5 3 6 7 2 8 4 9 10 1
Staff 14
Staff 15
4
5
2
4
8
7
7
8
5
3
10
9
1
2
9
6
6
10
3
1 the most important attributes of
Staff 16 4 3 9 8 2 10 1 7 6 5
Staff 17
Staff 18
3
2
2
1
10
10
7
9
1
5
8
8
5
4
6
7
9
6
4
3
the Customer Relationship
Staff 19 1 2 6 7 3 8 4 9 10 5
Staff 20
Staff 21
5
3
3
4
10
9
9
8
1
2
8
7
2
5
7
6
6
10
4
1
management tool.
Staff 22 1 5 8 7 3 6 2 10 9 4
Staff 23 2 4 7 6 5 10 1 9 8 3
Staff 24 5 3 6 10 1 9 2 8 7 4
Staff 25 10 9 1 2 8 5 7 4 3 6
Staff 26 6 7 5 4 8 3 9 2 1 10
Staff 27 1 4 8 7 3 6 2 10 9 5
Staff 28 2 5 7 6 4 10 3 9 8 1
Staff 29 3 4 6 10 1 9 5 8 7 2
Staff 30 5 1 10 9 2 8 3 7 6 4
SAS EG Software
 SAS EG
SAS EG is statistical analysis software developed in 1960. It is widely used for business intelligence,
predictive analytics, descriptive and prescriptive analytics, data management, etc.
 SAS EG in Action
SAS EG helps British Airways identify the importance of each attribute in these
CRM tools. Providing statistical comparisons between attributes leads to
prioritization of the best tools and thus selection of the best alternative tools.
Statistical Use of SAS EG
V.I.S.A Software
 V.I.S.A Software
In the test and measurement (T&M) business, Virtual Instrument Software Architecture (VISA) is a
commonly used application programming interface (API) for connecting to instruments from a
computer. Several T&M companies have adopted VISA as an industry standard.

A value tree shows important criteria in a

structure that recognizes relationships
between criteria. Following a case study, we
looked at some attributes along with their
specifications.
Weights and Scores
 Recommendations
After critical evaluation using the V.I.S.A, SAS EG and clear ideas framework., the best-recommended tool is for
British Airways would be “Salesforce”. This is because of its flexibility and several features, for instance:

•Ease to use
•User experience
• Real-time reporting capabilities
•Customer communication (engagement)
•Integrations

Salesforce has a powerful customer base and offers the market’s best value CRM.
 References
• (2022). Retrieved 11 August 2022, from https://www.britishairways.com/
• About Trustpilot. Trustpilot.com. (2022). Retrieved 11 August 2022, from https://www.trustpilot.com/about/.
• Birdi, K. (2020). Insights on impact from the development, delivery, and evaluation of the CLEAR IDEAS innovation training
model. European Journal Of Work And Organizational Psychology, 30(3), 400-414.
https://doi.org/10.1080/1359432x.2020.1770854
• Gartner Magic Quadrant & Critical Capabilities | Gartner. Gartner. (2022). Retrieved 11 August 2022, from
https://www.gartner.com/en/research/magic-quadrant.