British Airways has announced its entire 15,000 cabin crew members will receive an iPhone XR to assist them to “deliver personalised customer service” to flyers following a successful trial of iPads for senior cabin crew on board every flight.
The devices will feature a selection of British Airways apps, including those highlighted in a promotional video shared by Apple that boasted BA’s adoption of iOS devices within airport terminals, on the airstrip and in the cockpit.
British Airways cabin crew will have access to a range of customer information at their fingertips, including previous flights and meal preferences.
The rollout comes amid a £6.5 billion investment to improve the customer experience. The airline is installing Wi-Fi across its fleet, and taking delivery of 73 new aircraft.
Bradley Smith, 27, one of the first cabin crew to receive a brand-new iPhone XRs says the phones are enabling a step-change in customer service: “Recently, when a customer realised that he had forgotten to order a special meal, he was really impressed when I quickly took out the phone, logged onto ba.com and ordered a meal for his return journey – all within a matter of minutes in the middle of the flight.
“It felt so rewarding to be able to immediately resolve the situation for the customer. All my crew reference guides are also loaded onto the phone, so everything I need is in my pocket throughout each flight; it really has made a huge difference already.”