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BA outsources its CRM

British Airways (BA) has outsourced the analysis of customer data on its Web site in a bid to sharpen its financial reporting and...

British Airways (BA) has outsourced the analysis of customer data on its Web site in a bid to sharpen its financial reporting and customer services.

Nick Huber

Customer relationship management supplier WhiteCross will provide BA with a daily summary of the previous day's Web traffic and customer behaviour. WhiteCross uses a proprietary server to pool and analyse data.

BA found the demands of analysing Web generated customer data a distraction from its core business.

"On a peak day you get about one million page impressions," said John Mornement, head of e-commerce applications for BA. "If you try to process it yourself it can take more than one day to process the data."

The airline will also use the data-mining power of the WhiteCross service to get a clearer breakdown of its Web site traffic, distinguishing internal site hits made by employees from bona fide external customers, Mornement added.

BA has trialed the managed service since September 2000.

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