Social customer service has now reached a level of maturity where it is common for consumers to seek a resolution over social media before turning to more traditional channels. The airline industry is no exception. I dare you to look up tweets aimed at an airline, there will be a list of lost baggage complaints, frustration over delays and service questions.
When you tweet a retailer, a hotel or your insurance provider, fast resolutions are important but there is some leeway for response and resolution time. For the airline industry, however, being there for your customers by providing real-time service and issue resolution are a must.
Airlines can face serious repercussions and reap painful dissatisfied sentiment online if they alienate their customer base. Even those that offer partial 9-to-5 service, but not 24 hours a day/7 days a week, risk these consequences from customers flying outside these hours of operation.
Those who have made the mistake of being lackadaisical about engaging with customers on social media have found themselves in the dark. Adam Fraser, the CEO of Echojunction, recently interviewed one of our clients, Cassie Roma from Air New Zealand for his weekly podcast discussing how Air New Zealand is getting it right on social and showing up for their customers when they need them the most. It’s not everyday you get a look inside of the marketing and social media activities of a brand as innovative as Air New Zealand.
In case you missed it, be sure to check out their creative safety video entitled Men In Black Safety Defenders #AirNZSafetyVideo.
In this podcast Adam and Cassie cover:
- How Air New Zealand structures their marketing and social media activities
- How social customer service fits within other Air New Zealand support channels
- Why Air New Zealand opts for dedicated social service staff rather than a customer service team working across channels
- How to prepare for potential negative PR stories on Twitter and other social networks
- How Cassie measures the “ROI of Social” – which metrics are analyzed to determine the effectiveness of the social strategy
- Engagement levels across different social media platforms and why Cassie is a big fan of Instagram
- In a world of 2,000 marketing software products, how Cassie navigates this environment to select a product
- Key trends in social customer service into 2016