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Best Airlines Driving Customer Service,[object Object],and Crisis Management through Social Media,[object Object],Helping airlines & airports engage travelers profitably,[object Object]
Introducing the Top 5 Nominees for 2011,[object Object]
Nominee 1 ,[object Object],Virgin Atlantic: “Social Snow”,[object Object]
2010 was a difficult winter for airlines!,[object Object],Threeseparate, major snow events in December 2010: “Snow 1” :closing of Gatwick; “Snow 2” : extended closing of Heathrow;                             “Snow 3”: closing of JFK and the heavy snow on the US eastern seaboard. ,[object Object],They followed in quick succession, giving little time for planning to Virgin (as well as other airlines).,[object Object]
Virgin’s integrated communication strategy,[object Object],Virgin posted major updates on their website every few hours.,[object Object],They also handled individual queries via Facebook and Twitter. ,[object Object],About 50,000 text messages sent over a period of a few days to alert customers about the disruption and to direct them to their website or social channels for more information.,[object Object]
HugeTwitter customer service effort during disruption!,[object Object],Virgin proactively broadcasted key messages to their social following as well as answering as many individual passenger questions as possible. ,[object Object],This peaked at more than 460 tweets, 1,950 comments and posts and almost 1 million post views on Facebook up to the 19th December. ,[object Object],The social team worked in 8 hour shifts to cover a 24*7, one-on-one response. At its peak, they were handling a Twitter response every 20-30 seconds.,[object Object]
Special chartered flight to repatriate US travellers for Christmas, FREE!,[object Object],Since this decision was taken hurriedly, Twitter and Facebook were used to inform stranded customers of the option. ,[object Object],Virgin filled the plane by actively promoting the flight on Twitter for several hours. They achieved Top Tweet status resulting in filling 450 aircraft seats in 7 hours.,[object Object],The fully-loaded flight left on time and the customers got back to New York in time to meet their family and friends for Christmas. This was a first for any airline.,[object Object]
Evaluation,[object Object],Statistics from the 18-24th December 2010:,[object Object],1,731,000 Post Views (impressions) on Facebook,[object Object],5,900 Comments, Posts and Likes on Facebook,[object Object],720 re-tweets of key passenger comms messages.,[object Object],11% increase in Twitter following overnight, with negligible un-follows,[object Object],Great reviews from passengers,[object Object],Very good third party reviews e.g. the Birdsong report,[object Object]
Nominee 2,[object Object],Delta Airlines: “@DeltaAssist”,[object Object]
Delta gets serious about customer service!,[object Object],Delta Airlines has a separate, dedicated Twitter channels to listen and respond to customers.,[object Object],What’s remarkable is the effort put into answering queries from almost everyone. ,[object Object],They’re not even afraid to apologize!,[object Object]
“Thanks for doing the right thing, Delta!”,[object Object]
Great response rates!,[object Object],Delta’s followers and indeed number of tweets themselves have doubled in the six months from March.,[object Object],March 2011,[object Object],Sep 2011,[object Object],This is possible due to a dedicated team of about 10 people handling customer requests.,[object Object],Source: http://www.flickr.com/photos/crankyflier/,[object Object]
Evaluation,[object Object],As seen, Delta’s Twitter channel serves 3 great purposes:,[object Object],To serve customer complaints and questions promptly.,[object Object],To let passengers know that there’s a forum for instant response where they’ll be heard.,[object Object],Their proactive strategy has led to great reviews and satisfied customers.,[object Object]
Nominee 3,[object Object],Qantas: “Chilean Volcano Ashcloud”,[object Object]
Qantas faced their biggest disruption ever…,[object Object],The ash cloud from the Chilean Puyehue Cordon Caulle volcano caused a huge disruption affecting over 120,000 customers. Given the magnitude of the situation, traditional customer service channels were completely overwhelmed.,[object Object],Social media – especially, Twitter and Facebook – was identified as the perfect way to serve customers better. As a result, it reduced the number of calls to customer service and eased the emotional stress of Qantas customers.,[object Object]
Social media to the rescue!,[object Object],Updates provided through Twitter and Facebook. These channels were completely dedicated to ash cloud updates/information/responses from this date until 26 June.  ,[object Object],3staff members were completely dedicated to leading the crisis management response, working almost 24 hours a day.,[object Object]
Safety first for Qantas!,[object Object],Social media was also effectively used to get a strong safety message out to customers, thereby reducing any backlash from cancelled flights. A video was created and put on YouTube and then promoted through Facebook and Twitter. It received great positive feedback. ,[object Object],The #safetyfirsthashtag is still being used by some followers when tweeting the Qantas account.,[object Object]
Evaluation,[object Object],200+ Twitter accounts created to follow updates from Qantas and/or ask questions,[object Object],Twitter following increased by over 68% over 16 days.,[object Object],Facebook fans increased by almost 20% ,[object Object],6,000 mentions and over 1,500 retweets during 2 weeks.,[object Object],Over 3 million news feed impressions for the Facebook posts relating to the ash cloud ,[object Object],Significantly reduced the volume of calls to customer service centre,[object Object]
Click here to download.,[object Object]
Nominee 4,[object Object],SAS Scandinavian: “Facebook customer service”,[object Object]
Incredible customer service through Facebook!,[object Object],Key features:,[object Object],Fast and reliable service.,[object Object],Most questions answered within 10 minutes. ,[object Object],Key updates provided regularly.,[object Object],General as well as one-on-one responses provided.,[object Object],Every customer receives a response!,[object Object],Resulting in exceptionally happy and pleased customers.,[object Object]
Evaluation,[object Object],SAS’s exceptional dedication to customer service through Facebook has achieved a number of objectives:,[object Object],Offering a passengers a near-instant platform to have their questions/complaints answered.,[object Object],Drive greater engagement by keeping customers happy on Facebook and talking to them.,[object Object],A large, satisfied passenger base who praise SAS to their friends on Facebook.,[object Object]
Nominee 5 ,[object Object],airAsia: “AskAirAsia”,[object Object]
Social media to the rescue again!,[object Object],In order to deal with growth on its network and resultant customer queries, AirAsia took a unique path to customer service without adding to its Call Centre which would have inevitably added to operational costs and subsequently higher fares.,[object Object],AskAirAsiais an online customer service portal, created in early 2011 to provide quality customer service to existing customers. It utilizes social media to the hilt including live chats and Twitter. ,[object Object]
A holistic customer service portal!,[object Object],The main portal AskAirAsia.comis an FAQ portal that introduces the new “face” of AirAsia Customer Service – Lil’ Miss Red. Guests can ask her questions and are directed to a list of Search Results that show the top questions by guests related to the question asked. ,[object Object],Guests can also get answers to questions about AirAsia, pre-flights, during flight, post-flight and even be updated on latest news. The AskAirAsia portal is available in 5 languages.,[object Object]
A large number of ways to get served!,[object Object],Guests who cannot find the answers they were searching for can seek further help through AskAirAsia’s social media platforms on Twitter, Weibo and Live Chat. Lil’ Miss Red is available on Twitter and Weibo (@askairasia) to quickly answer guests’ questions and feedback.,[object Object],For those who do not want to go on Twitter, the website offers a Live Chat session for guests who want to be attended to immediately. ,[object Object]
Evaluation,[object Object],Lil’ Miss Red’s Twitter and Weibo Accounts, Lil’ Miss Red now have over 20,000 combined global followers.,[object Object],The Twitter and Weibo accounts play a double-edged role in fan acquisition on Social Media as well as providing personal assistance.,[object Object],This additional customer service platform provides faster responseand creates more engagement with guests by serving existing customers whilst effectively staying true to AirAsia’s low cost business model.,[object Object]
For more case-studies:,[object Object],www.SimpliFlying.com,[object Object],Helping airlines & airports engage travelers profitably,[object Object], http://www.SimpliFlying.com,[object Object]

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Best Airlines Driving Customer Service & Crisis Management through Social Media

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