British Airways started rolling out iPads to 2, 000 senior cabin crew in late 2011 and are now using them across their entire fleet to tap into customer data, check member status and record meal and beverage preferences, as well as keep track of transfer and final destination details.

BBC: Tablets invade the travel sphere

They pull the rug out from under the status quo and expand customer choice.

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When consumers can level-up, collect rewards and attain community status through their social customer experiences, they engage with brands in helpful ways and become extensions of sales, support and marketing teams.

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Boarding passes for the flight did not state a departure gate number however, leading to irritation among some passengers lining up at BA's customer service desk to inquire about the status of the flight.

CNN: Software glitch delays London flights

Before Yesware, sales people would get hectored by their bosses to type into the corporate Customer Relationship Management (CRM) system the status of their sales calls.

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Ralph says they are not happy with the status of the situation when it comes to customer satisfaction.

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He wrote a plan to improve service in his Greenville, S.C. facility that includes teaching dockworkers to use computers to communicate with customer service reps and keep them up-to-date on the status of freight.

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