British Airways picks eDigital for customer feedback task

The global contract follows the successful completion of a trial at the beginning of last year, eDigital said.

Called ‘BA Pulse’, eDigital said the system is currently live in the UK, US, Russia, India, Caribbean, China and Brazil with new routes and geographies to be added in the months to come.

Debra Walmsley, customer insight manager at British Airways said: “Pulse has been extremely well received across the business, it provides real-time feedback on the experience of our customers with the tools and insight to guide us towards excellence in everything we do.”