The Continued Importance of Social Customer Service:
One of the fundamentals of good social customer service is to respond in a timely manner, answering customers questions and queries. Social customer service has now reached a level of maturity where it is common for consumers to vent their frustration over social, before turning to more traditional channels.The airline industry is no exception in this area, but it is a unique one. When you tweet a retailer, a hotel, or your insurance provider, fast responses are important, but necessarily to the minute. For the airline industry, however, real-time service is a must.
It is now common practice to tweet the airline carrier in question if your flight is late, you have limited legroom, or your bag goes missing. This becomes even more critical when you consider that as far back as 2011, 81.8% of all tweets from passengers to airlines were regarding a customer service issue. Airlines that fail to offer real-time service can face serious repercussions and online dissatisfaction from an alienated 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.
January’s Worldwide Travel Disruption:
Post Christmas has been one of the worst in recent memory for travel disruption, with many airline providers experiencing these ‘unforeseen circumstances.’ In fact, the weather conditions have been the worst on record for 25 years, resulting in a wrath of the angry commuters as snow hit North America causing travel disruption worldwide.
Using our Twitter Performance Tracker, we looked closely at two important metrics: issue response time and that of social responsiveness. In the briefing we compare the performance of 20 of the worlds largest airlines from North America and Europe--providing key insights and recommendations for creating a better social customer service strategy along the way.
Some key findings include:
- North American airlines have an average response time of 34mins 40secs–compared to a European average response time of 2hrs 5mins.
- From the 237 direct @ mentions airlines received, 76% were for North American airlines alone.
- Of all the airlines analyzed, @AmericanAir was the best performer over social–with an average response time of 4mins 2secs and responding to 65.6% of all direct mentions.