BA outsources its CRM

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BA outsources its CRM

Nick Huber
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.

Related Topics: Web software, VIEW ALL TOPICS

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