Case Study: British Airways achieves real-time post-flight customer feedback with dotdigital

Global two-way SMS helps British Airways gather immediate post-flight feedback on customer satisfaction

British Airways needed a fast, reliable way to capture immediate post‑flight customer feedback to protect its brand and inform product improvements. The challenge was to deliver short, easy-to-complete surveys as soon as passengers landed, across multiple countries, while minimizing cost and friction for travellers.

Using the Comapi platform, BA implemented automated two‑way SMS surveys triggered from its flight control system, with local numbers in 40+ countries, rule‑based conversational flows, and HTTP forwarding into BA’s survey engine for real‑time processing. The solution sends over 800,000 messages monthly, delivers SMS within seconds, stores a 13‑month archive, and runs on a platform with 99.997% uptime—driving high engagement and immediate, actionable feedback.

British Airways