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Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall
Just because the competition is tough, that's no reason to be tough on customers, says Sir Colin Marshall, chairman of British Airways. Even in a cutthroat, mass-market business such as air travel, he argues, many people will pay a premium for good service--even those who travel economy. Marshall's views may be unconventional, but so is his company's performance: While the world airline industry has racked up billions of dollars in losses, British Airways has remained solidly profitable.