Business Editors

COLUMBUS, Ohio--(BUSINESS WIRE)--April 21, 2004

Astute Solutions(R), a leading provider of customer interaction solutions, announced today that British Airways has selected ePowerCenter(TM) as the technology platform for its global customer service initiative. The announcement marks the third airline to sign with Astute Solutions in the past nine months.

Approximately 350 customer service representatives across British Airways' global network will be transitioned to ePowerCenter as part of the initiative, creating a common, global customer service platform. The technology platform will also serve as the catalyst for the creation of a new global customer relations organization within British Airways.

ePowerCenter is a Web-based customer interaction system that integrates communications across multiple channels (phone, e-mail, fax and mail), enhances data collection and reporting, and speeds resolution of customer issues. Astute's technology will be integrated with the British Airways Executive Club, baggage tracing and frontline check-in databases to provide service representatives with a more complete view of customers. The initiative will be supported by PowerCenter(TM) KnowledgeServer, which will enable representatives to quickly access accurate and consistent responses to customer inquiries.

"Although we expect significant improvements in efficiency, customer recovery and continuous improvement are the primary drivers behind this initiative," said Frances Taylor, head of Global Customer Relations for British Airways. "ePowerCenter will enable service representatives to resolve customer issues much faster, enhancing recovery and improving our ability to measure and act on what our customers are saying globally. This is vital to our continuous improvement program."

"Astute has the technology we were looking for, but just as important is their experience in our industry and their organizational commitment to their customers' success," said Richard Stabbins, manager of Global Customer Relations at British Airways. "We needed to have confidence that the company we selected could successfully handle a global implementation. We have that confidence with Astute."

"It's very gratifying to see this project moving forward," said Joseph M. Sanda, president and chief executive officer of Astute Solutions. "A project like this can raise the bar for customer relations across the industry, prompting other airlines to examine their own customer interaction systems. With our combination of technology and experience, we are well positioned to provide the airline industry with advanced solutions that positively impact customer relationship initiatives."

About British Airways

British Airways is the UK's largest international scheduled airline, flying to over 170 destinations at convenient times, to the best-located airports. Whether customers are in the air or on the ground, British Airways takes pride in providing a full service experience. The British Airways group consists of British Airways PLC and a number of subsidiary companies including in particular British Airways Holidays Limited and British Airways Travel Shops Limited. For more information visit www.britishairways.com.

About Astute Solutions

Astute Solutions, a leading provider of customer interaction solutions, helps companies leverage Internet and telephony solutions for a completely integrated customer relationship and information management solution. Astute works with key industries including retail, food, financial, automotive, transportation, medical, pharmaceutical, travel, and durable and non-durable goods manufacturers. Clients include Global 1000 companies such as McDonald's Corporation, Levi Strauss & Co., Georgia Pacific Corp., GlaxoSmithKline, Michelin, Clopay Corporation, The Toro Company, The Scotts Company, Porter-Cable Corporation, Nestle' USA, Kraft Foods, and L'Oreal USA Products, Inc. The company has been awarded the Customer Inter@ction Solutions Magazine's 2001 Product of the Year Award and has received the Real Market's Users Choice Award for three consecutive years beginning in 2001.

Astute Solutions is headquartered in Columbus, Ohio, and may be reached at 1-877-POWER50, sales@astutesolutions.com or on the Web at www.astutesolutions.com.