Opinion: From our Readers - BA needs to make its cabin crew loved again

The challenge for BA post-strike (Features, 26 March) is to refind the value that the public had found in its cabin crew, and for which they were rewarded handsomely in terms of salary and non-contractual travel perks.

It was the cabin crew who largely earned BA the properly surveyed right to call itself 'The World's Favourite', not marketing glamour or PR spin. And they earned it because of their service standards - unlike the more superficial qualities of Mr Branson's 'girls'. And it is the cabin crew with whom the public in general has lost patience.

BA has long realised that it has no real ground it needs to gain on Virgin. Its reputation is more accurately defined by its rapid and strong response to safety and service issues. City stakeholders see these underlying strengths, and the political stakeholders who really matter recognise the qualities that make an international brand leader on behalf of the UK.

Of course, customers are the primary stakeholders, but I repeat, it's the cabin crew they need to learn to trust and love again. My bet is it won't take long, as long as the leadership remains strong and retains its mission to serve.

Jonathan Russell, founder, Quayside Comms (from prweek.com)

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