The stakeholder relationship model explains what the connections between the organisation and its stakeholders are, and to what extent they influence each other. Good knowledge of the groups involved and understanding of the stakeholders can help the company raise its profile.
BA has a great number of different stakeholder groups, only 10 of them are considered the most dominant.
BA Stakeholders Government/Regulations Local Communities Shareholders Environmental Issues Employees Competitors Financial Institutions Suppliers Media Customers
Boeing and Airbus are the main BA suppliers. They have high interest and big impact on the company and vice versa. BA has only one fuel supplier meaning it also has power over the decisions made by BA.
British Airways also depends on online travel agents such as cheapflights.co.uk, expedia.co.uk, lastminute.co.uk , etc. People often buy from such websites since they are convenient and often provide cheaper deals.
British Airways realising the power of social media and interaction with the brand, has created Metrotwin – an online community bringing London and New York together. A place where people recommend and discuss places of interest in the two cities.
The specific aim of this platform is to reach younger audiences and provide added value.
Another platform where BA is getting in touch with its customers is Twitter – lively discussions on routes and promotions as well as problem-solving team on hand.
Terminal 5 is working – a successful British Airways Campaign
In March 2008 Heathrow opens a new terminal which is considered the new home for British Airways. Its first 48 hours of operation were not successful. There were lost suitcases, slow processing and angry passengers. In order to show customers that all of these issues have been resolved, BA decides to make a communications campaign.
It focuses on issues such as the length of time it takes customers to get through security, flight punctuality, baggage arrival times and other services that were reported as unsatisfactory.
The unsuccessful launch of the new terminal had to be followed by some image management in order to bring back the value BA had for its customers. The main objective being responding to the negative opinions of the travelling public.
A survey conducted by the company in August 2008 shows that 82% of the travelers rated the terminal “very highly”.
The campaign made passengers aware of 96 check-in kiosks, 140 customer service desks and 90 “fast bag drops” where the check-in is completed for about ten minutes.
BA cleared their image and proved itself as a innovative and customer-orientated company.
"Terminal 5 is working“ cont. The Success
The “Terminal 5 is working” campaign was a success because it was an honest way to show travellers that despite the rough start , BA is working towards making the flying experience more convenient and satisfactory.
The success also relies in the good communication between BA Marketing department and the creative agencies which helped implementing the idea.
The campaign won several awards, including Best Poster Campaign, Best Consumer Advertising Campaign and Advertising Campaign of the Year.