Turbulence for British Airways

It was reported this week that BA are facing the threat of new strike action this summer. Having watched A Very British Airline, the BBC’s recent behind-the-scenes look at the company, I can’t say I’m surprised.

In a segment on the airline’s steward training programme, the voiceover cheerfully revealed that as labour supply far outstrips demand new starters are paid next to nothing. We then saw young hopefuls booted off the course for such trivial misdemeanours as being two minutes late or not wearing enough lipstick.

Officious trainers patronised and reprimanded wannabe cabin crew in scenes interwoven with clips of first class cabins being inspected for even the tiniest scratch. It goes without saying that in the airline industry a rigorous employee vetting process is essential, but everyone ought to be treated with respect whether they’re drinking the champagne or serving it.

As discussed in more detail in our ‘Your people, your brand’ white paper, successful experience brands don’t just focus on the customer, they create a consistent, compelling experience for every stakeholder – not least employees on the front line.