BA shake-up puts customers first

British Airways is aiming to put the customer at the heart of its business by creating two new roles – director of customer experience and head of customer – just days after launching a review of its digital marketing account.
Head of marketing Abigail Comber, the woman who oversaw the switch of its CRM account to the joint venture between Warren Moore and Simon Hall and BBH, has already taken up the head of customer role.
She will report to the director of customer experience, who has yet to be appointed, and will handle the airline’s customer service transformation, innovation, brand proposition and research and insight.
Comber’s role is being taken on by chief commercial officer Andrew Crawley (pictured), who started his career at Tullo Marshall Warren before joining BA in 1992.
Head of retail and direct Sara Dunham will also take on additional responsibilities and lead the global marketing strategy as well as the Executive Club loyalty scheme.
Comber said: “This joined up approach to how we communicate with and sell to our customers will deliver real benefits in both revenue and loyalty terms.”