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How will IT outage impact BA's reputation?

Tuesday, May 30, 2017 - 01:41

British Airways turns its attention to repairing its brand after a weekend of chaos and criticism caused by a major IT outage that grounded flights from London's two main airports. Ivor Bennett reports.

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The computers are up and running again, the flights back on schedule but the problems for BA may not be over yet. Some predicting the three days of chaos and cancellations will have a much longer legacy when it comes to reputation. SOUNDBITE (English) JUSTIN URQUHART STEWART, HEAD OF CORPORATE DEVELOPMENT, SEVEN INVESTMENT MANAGEMENT, SAYING: "This will go down as a classic case for all business schools in the future of how not to run a disaster. I think most people were absolutely staggered by their inability to actually put out clear messages, not only to their passengers but prospective passengers, shareholders and anybody else." 75,000 people were affected by the IT failure. Stranded at airports across the world. (SOUNDBITE) (English), STRANDED PASSENGER, SAYING: "I really like British Airways but I'm starting to think maybe we need to find another airline, which is sad." BA has said it was caused by a massive power surge that knocked out its back-up system too. A scenario one rival has been quick to distance itself from. SOUNDBITE (English) KENNY JACOBS, CHIEF MARKETING OFFICER, RYANAIR, SAYING: "From our point of view, we've got three IT locations across Europe. We use one of these at any one time. If there ever is an issue, one of the other two will kick in. You know, it's a key part of running your business and thankfully in 31 years we haven't had any incident." BA's CEO Alex Cruz has apolosiged and promised a full investigation. Denying the outage was linked to the outsourcing of some staff from Britain. (SOUNDBITE) (English) BRITISH AIRWAYS CEO, ALEX CRUZ, SAYING: "We are and we will conduct this investigation, exhaustive to the very end. We will find out exactly why the back-up systems did not trigger at the right time. And we will make sure that it doesn't happen again." But as passengers finally complete their journeys, it's a promise they may not wish to test.

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How will IT outage impact BA's reputation?

Tuesday, May 30, 2017 - 01:41