British Airways has said the single data layer created after implementing a Calidris change management tool to unify processes and information, is reducing the number of empty seats on its flights and improving the revenue it can obtain from each customer.

The unified data layer is ensuring BA can more easily monitor how ticket agents assign seats and return unsold tickets, enabling it to start improving the sales processes that were leaving seats empty. It is also creating better upsell opportunities and customer enquiry handling by showing BA's sales staff inter-airline and BA-specific customer data in one clear format.

Using Calidris, BA migrated major back office programs including a CRM system onto the unified data layer, called an order data store. The ODS contains a more structured mass of customer, product and order information than was previously available.