bmibaby Introduces a New Route to Measuring Customer Satisfaction

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The UK's low cost airline market has grown rapidly over the past decade, opening the doors to fierce competition amongst UK domestic and European airlines. Price and routes are a key point of differentiation amongst carriers, but for leading low cost airline bmibaby, so too is maintaining a high quality service.

Inviting customer feedback was identified early on by bmibaby as a powerful way of improving its service and engendering customer loyalty. In 2005 it introduced a paper-based customer satisfaction survey on all flights.

While the feedback provided by passengers was proving invaluable to bmibaby, helping it understand where and why it needed to make improvements, the paper-based system simply could not deliver the volume or speed of feedback required. In 2008 bmibaby appointed leading online research company, eDigitalResearch to introduce an online solution that would measure customer satisfaction levels across the whole customer journey - from booking to post flight.

Sarah Dixon, European Marketing Manager at bmibaby explains: "We firmly believe in using digital feedback to help shape our business. But the format we were using clearly needed updating. We appointed eDigitalResearch to create a bespoke online system that sends an email survey to customers a day after booking and one when they return. It's fast and easy to fill in for customers and there is also a reminder mechanism that enables us to maximise participation."

eDigitalResearch also created a real time charting and reporting system which gives bmibaby the ability to track customer feedback on a daily basis. This means the airline can respond quickly to any areas that need immediate attention.

Sarah adds: "We use the results from the survey at two levels: departmentally to highlight and respond to service standards and grow passenger profiles; and at a senior management level to increase satisfaction and retention rates."

Michelle Fuller, director at eDigitalResearch said: "Targeted research is a powerful tool for progressive businesses, such as bmibaby. By building a detailed profile of its customers, tapping into their insight and then making the relevant changes to it multiple sales channels, bmibaby is strengthening its service. More importantly though, it is creating brand advocates who will remain loyal in these challenging times."


For more information, please contact Zoe Palmer at Merchant Marketing Group on
023 8021 5380 or email

About eDigitalResearch
eDigitalResearch is a leading provider of digital market research, enabling customers to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of our fully integrated research system - ratings, surveys, panels and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning.

About bmibaby
bmibaby operate from four UK bases: Birmingham, East Midlands, Cardiff and Manchester to: Alicante, Almeria, Amsterdam, Barcelona, Belfast International, Bordeaux, Cork, Edinburgh, Faro, Geneva, Glasgow International, Grenoble, Ireland West Knock, Jersey, Lisbon, Malaga, Menorca, Murcia, Newquay, Nice, Palma, Paris (CDG), Perpignan, Prague, and Toulouse. For more information visit


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