BA puts five million customers on CRM

NEWS British Airways (BA) has launched a customer relationship management (CRM) programme on the back of its global customer database, Ocean Wave. Prime Response's marketing automation software Prime Vantage, will manage all customer communications based on the unified global database. The first phase consists of creating the database of five million customers, replacing more than 20 globally distributed databases. BA will use Prime Vantage to manage all customer communications, through email, call centres and the Internet. Rob Thorne, senior manager customers databases at BA, said the system will "proactively offer products and services that match individual travel profiles".