He went on to explain: “Even in a massmarket
business, you don’t want to attract and
retain everyone. The key is first to identify
and attract those who will value your service
and then to retain them as customers and win
the largest share of their lifetime business. We
know that 35 per cent of our customers
account for more than 60 per cent of our
sales. Commitment to customer service innovation
and quality has enabled British Airways
to hold on to its margins, at times when serious
cut-price competition has broken out in
the air travel market. This has brought profitable
growth and the ability to reinvest in
products and services, so keeping us a step
ahead of the competition.”