I don’t know the ins and outs of the dispute that has led to the 12 days of strikes that British Airways staff are planning over Christmas. Perhaps their claims are entirely justified. Perhaps not – there’s always at least two sides to the story in any dispute.
But I do wonder what BA staff believe about their airline, when 92% of those ballotted think that causing massive disruption to their private and commercial customers will help their cause.
For years, British Airways has used the tagline ‘The World’s Favourite Airline’. I used to have to fly very frequently with BA, and they were never my favourite airline. The disdain with which I and other passengers were treated certainly made sure of that.
But if you, as an employee, are surrounded by the message that your company is the world’s favourite, it would make you think that whatever you’re doing must be right.
I’d be much more comfortable if BA positioned themselves as ‘Wanting To Be Your Favourite Airline’, while training and managing their staff so that all that they do is pointing towards that goal being achieved.
That ‘Favourite Airline’ tag might be substantiated by some survey done long ago. Or it might just be hype.
Good marketing – which includes how you position and describe your company – doesn’t need hype. Good marketing is based on reality and a clear focus on customer needs and perceptions.