British Airways

British Airways is one of the largest airlines in the United Kingdom. To save costs and improve efficiency, British Airways decided to overhaul its Oracle-based data warehouse and customer relationship management system.

Now, information from across the organization is consolidated in the Teradata-based Integrated Commercial Warehouse, enabling British Airways to centrally manage its global marketing communications, more efficiently manage customer communications, and combine operational and analytical customer management, resulting in faster response to events and better customer segmentation. The Teradata Customer Relationship Management Solution has enabled British Airways to re-allocate personnel to create, run and manage customer communications.

"Teradata is a proven technology within our business and, crucially, has the scalability to handle the increasing volumes of data our business vision will need," says Rob Thorne, head of Customer Information, British Airways.