Willie Walsh, chief executive of British Airways, has publicly acknowledged that BA's customers are "frustrated and irritated".
BA are pinning their hopes on the opening of Terminal 5 at London Heathrow, to kickstart the improvement in BA's tarnished image.
Walsh is quoted in the FT:
"This year we are determined to deliver an improved customer experience. Terminal 5 is a significant step, it is a fantastic piece of infrastructure. It will allow us to transform the customer experience, especially for premium customers."
Admitting to a problem is the first step on the road to recovery!