I’m not a frequent flyer. Indeed, I avoid flying if there’s an alternative (like high speed rail) but I’ve had a British Airways account for years – probably over twenty. But, when I tried to log in ahead of today’s flight to Dublin, it seemed to have vanished. My PIN didn’t work, the password reset email never arrived, and WhatsApp customer support confirmed the bad news: my account had been closed.
No problem, I thought – just reopen it. Except I couldn’t. The advisor explained that although the account didn’t exist anymore, my email address was still in their system. To open a new account, I’d need to use a different email address.
I told them that I only have one address. Because, frankly, I shouldn’t need to create another just to fit around their IT quirks.
Eventually, the advisor said they’d request my email be deleted so I could open a new account “after a few days”.
In the meantime, I can still manage my booking using just my surname and booking reference – which always feels worryingly insecure. (Fun fact: behind almost every flight is the SABRE system that dates back to 1964).
When transformation is skin-deep
This is a classic example of where “digital transformation” falls short. The airline has done the visible stuff – shiny mobile apps, chatbots, WhatsApp support – but the underlying customer processes are unchanged.
I can interact through modern digital channels, but I’m still dealing with the same rigid, legacy back-end that can’t handle a simple scenario like reopening a dormant account. The transformation has been cosmetic, not structural.
It’s a reminder that customer experience isn’t about channels; it’s about outcomes. If a customer can’t achieve their goal, no amount of digital polish will make it a good experience.
Joined-up journeys, not disconnected systems
On theme that stood out at DTX London earlier this month was the importance of mapping and managing the customer journey – understanding what customers are trying to do, where friction exists, and how internal processes support (or hinder) that experience.
It’s not enough to build another interface. True digital transformation requires breaking down silos, re-thinking workflows, and aligning systems around real customer needs. If the back-end can’t flex, the front-end experience will always be compromised.
The lesson
In the end, I’m sure my problem will sort itself out – BA will eventually delete my old email record, and I’ll open a new account. But the irony is clear: digital transformation done badly just creates new frustrations through modern channels.
Transformation isn’t about adding apps and chatbots. It’s about re-engineering the processes that sit beneath them so customers don’t end up stuck in digital limbo.
Featured image: created by ChatGPT.