11 clicks to complain
British Airways is presumably very keen to get feedback from its customers. It’s had a rather torrid couple of years, so needs to maintain its customer engagement. So it’s really disappointing to discover that – once you’ve navigated your way through various opaque website options to understand what to do – that it takes 11 clicks to be able to start to lodge a complaint.
BA customers aren’t short of other airlines they can take their business to; avoiding those customers’ feedback is a hiding to nothing.