Creating Game Changing Customer Experiences During Transformational Change

16 October 2016

Transformational change, whilst sometimes essential, is not always easy, especially when a vendor has to consider the impact changes have, real or perceived, on its channel partners.

In this paper ICLP interviewed Andy Hunter, a business change leader for British Airways to understand how he was able to create a visionary customer programme at a time when the airline was making company-wide cutbacks (people and budgets). The resulting programme has since grown to become British Airways’ flagship customer relationship programme.

The experience shared by Andy and the lessons learned throughout his 2 year journey are valuable and pertinent to any channel leader faced with similar challenges. In the interview Andy talks about:

  • The pitfalls of not addressing transformation
  • Building the business case
  • Investing in data and the right tools
  • Delivery of partner experiences at scale
  • How the lessons from British Airways are relevant for vendors looking to create game changing customer experiences.




To find out what other lessons Vendors can learn from the successes of global B2C brands or to discuss your partner engagement strategy, contact Kayleigh Hodge, Channel Development Manager at


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