British Airways’ commitment is to deliver not just good, but outstanding service to every customer, on every journey. Building on their already solid service foundations, we helped to fuel this transformation. The ‘Always Thoughtful’ Customer Service programme aimed to strengthen the emotional connection between employees and BA’s service ambitions.


We looked at the end-to-end customer journey at British Airways, identifying all the opportunities where they could enhance the customer experience and demonstrate genuinely ‘Thoughtful Service’. These insights led us to create the ‘Thoughtful Service’ modules to enhance their service approach and behaviours.


We created a series of engaging 90-minute workouts on topics from relationship building to personal wellbeing. 14,000 front-line employees participated in the modules, set in an informal lounge environment which provided a perfect context for delivering thoughtful, personalised, service. The key in all the workouts was to show how adopting these approaches not only made work more fun and service better for customers, but also paid huge dividends in relationships with friends and family too.


The workouts inspired the delivery of truly “Thoughtful Service”! They were supported by a creative communications campaign, including an employee publication in the style of an iconic coffee table magazine. The campaign helped ensure employees regularly ‘dipped into’ the core content and deepened their connection with the messages and approaches.