Social Customer Service for the Airline Industry
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1 Social Customer Service for the Airline Industry
2 Contents 01 Social Customer Service for the Airline Industry: Performance Report 02 Airline and Individual Continent Analysis 03 European and North American Comparison 04 Recommendations 2
3 Section 01 Social Customer Service for the Airline Industry: Performance Report
4 01 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 not 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. There are additional factors that make it even more important for airlines to be proactive over social rather than reactive, especially when considering disruptions to travel. By reaching out to customers that indirectly mention you, or by responding to a customer based on a certain keyword, you have the ability to proactively engage. In fact, one of the best examples of social customer service, by KLM, was born out of a crisis with proactive engagement. 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. In an overcrowded marketplace full of many airline providers vying for market dominance, the implications of poor service are real and need to be faced head on. After all, a satisfied customer is a frequent one. 4
5 01 Methodology: In all cases we used the Twitter Search API to find all mentions mentions (up to the first 2,001). We then gathered the replies that the brand Twitter handle made, we automatically matched replies to mentions to calculate the time taken in each case. The slowest 5% of tweets (were excluded to ensure that results were not disproportionately affected). With this in mind, we took a look at the performance of 20 leading airlines providers from Europe and North America, analyzing one weeks worth of social interactions over Twitter. Using our Twitter Performance Tracker, we looked closely at two important metrics: issue response time and that of social responsiveness. The airlines were then ranked according to the criteria below: Responsiveness: 60%+: Very Responsive %: Responsive 5.01%-19.9%: Somewhat Responsive 0.01%-5%: Not Very Responsive 0%: Unresponsive Response speed: Very Fast: Under 30 Minutes Fast: Under 1 hour Average: Under 4 hours Below Average: Under 24 hours Slow: Over 24 hours 5
6 Section 02 Airline and Individual Continent Analysis
7 02 European Responsiveness: replied to 41.4% of all made 4.1 replies per hour Mean response time: Average On took 1 hr 31 mins to respond % 28 secs 2 days 8 hrs Responsiveness: replied to 20.1% of all made 3.3 replies per Mean response time: Below Average On took 4 hrs to respond % 2 mins 13s 1 day 14 hrs 7
8 02 Responsiveness: Somewhat replied to 16.2% of all made 0.2 replies per Mean response time: Average On took 3 hrs 47 mins to respond % 1 min 30 s 3 Responsiveness: replied to 28.0% of all made 2.5 replies per hour Mean response time: Fast On took 47 mins 26s to respond % 50secs 14 hrs 1 min 8
9 Responsiveness: Somewhat replied to 14.6% of all made 1.7 replies per hour Mean response time: Very Fast On took 24 mins 14s to respond % 33 s 3 days 4 hrs Responsiveness: Somewhat replied to 19.5% of all made 0.9 replies per Mean response time: Very Fast On took 15 mins 37s to respond % 3 mins 13 s 2 hrs 28 mins 9
10 02 Responsiveness: Somewhat replied to 15.1% of all made 0.2 replies per Mean response time: Average On took 1 hr 45 mins to respond % 1 min 17 hrs 26 Responsiveness: Not Very replied to 2.5% of all made 0.0 replies per hour Mean response time: Below Average On took 4 hrs 34 mins to respond % 4 mins 47 s 17 hrs 50 mins 10
11 Responsiveness: replied to 21.0% of all made 1.0 replies per hour Mean response time: Average On took 1 hr 28 mins to respond % 54 secs 1 day 18 hrs Responsiveness: Somewhat replied to 9.6% of all made 0.1 replies per Mean response time: Average On took 2 hrs 14 mins to respond % 1 min 40 s 19 hrs 58 mins 11
12 02 Overview of European Airline Analysis: was the most responsive European Airlines on Twitter, replying to 41.4% of all mentions once more stood out with the fastest response time, responding to one social question in just 28 seconds had the best average response time answering questions over social in 15m and 37s on average -40% of European airlines are considered responsive to brand mentions on Twitter 12
13 02 North American Airlines Responsiveness: Very replied to 65.6% of all made 31.4 replies per Mean response time: Very Fast On took 4 mins 2s to respond % 23 secs 23 mins 41 Responsiveness: replied to 51.6% of all made 24.4 replies per hour Mean response time: Very Fast On took 27 mins 23s to respond % 2 min 3 s 15 hrs 42 mins 13
14 02 Responsiveness: replied to 39.2% of all made 6.1 replies per Mean response time: Very Fast On took 8 mins 27s to respond % 36 secs 1 hr 22 Responsiveness: replied to 51.8% of all made 9.5 replies per hour Mean response time: Very Fast On took 7 mins 59s to respond % 8 secs 7 hrs 32 mins 14
15 02 Responsiveness: replied to 23.0% of all made 2.4 replies per Mean response time: Very Fast On took 28 mins 7s to respond % 1 min 1 day 7 hrs Responsiveness: Not Very replied to 1.7% of all made 0.3 replies per Mean response time: Fast On took 40 mins 59s to respond % 1 min 2 s 15 hrs 29 mins 15
16 02 Responsiveness: replied to 56.9% of all made 1.4 replies per Mean response time: Very Fast On took 8 mins 16s to respond % 1 min 38 s 14 hrs 23 mins Responsiveness: replied to 45.7% of all made 5.1 replies per hour Mean response time: Very Fast On took 18 mins 7s to % 53 secs 8 hr 29 mins 16
17 Responsiveness: replied to 34.7% of all made 2.8 replies per hour Mean response time: Average On took 3 hrs 14 mins to respond % 11 secs 21 hrs 11 Responsiveness: replied to 36.5% of all made 2.7 replies per hour Mean response time: Very Fast On took 9 mins 23s to respond % 15 secs 9 hrs 39 mins 17
18 02 Overview of North American Airline Analysis: was the most responsive North American Airline on Twitter, replying to 65.6% of all mentions impressed with the fastest response time, responding to one social question in just 8 seconds -@AmericanAir has the best average response time answering questions over social in 4m and 2s on average -90% of the North American airlines are considered to be responsive to brand mentions on Twitter, with the exception of Southwest Airlines who only responds to 1.7% of all mentions 18
19 Section 03 European and North Amercian Comparison
20 03 European and North American Comparison: Response Time Region Average Best Worst European 2 Hours, 5 Minutes 28 Seconds 2 Days, 8 Hours North American 34 Minutes, 40 Sec 8 Seconds 1 Day, 7 Hours Combined 1 Hour, 19 Minutes 8 Seconds 12 Days, 8 Hours Responsiveness European: The average responsiveness was 18.8% None of the analyzed European airlines responded to over 50% mentions. North American: The average responsiveness was 40.8% American Air, Delta, Frontier and United responded to over 50% mentions. Combined: The average responsiveness of all 20 analyzed brands was 29.8% Average Twitter Response Time Responsiveness Over Twitter 10% Very Fast 10 Airlines 5% Very Responsive 1 Airlines 30% Fast 2 Airlines 20% Responsive 12 Airlines 50% 10% Average 6 Airlines Below Average 2 Airlines 60% 5% Somewhat Responsive 4 Airlines Not Very Responsive 2 Airlines 20
21 03 North America Leads the Way: -Better Results: North America has a better average response time of 34m 40s compared to a European average response time of 2hrs 5mins. Backed up with 90% of North American airlines being considered responsive over social, compared to just 40% of European airlines. The best performing is also North American. -Higher Volume: We can assume from the volume mentions per hour that social customer service is more prolific as a service channel for customers travelling on North American airlines. Of the 237 mentions our airlines received, 76% were for North American airlines alone. -Separate Care Handles: Two of our North American airlines also use a dedicated social customer service Twitter with them both in the top performing airlines from the 20 analyzed. Brands are sometimes reluctant to separate customer service from their marketing Twitter handle. But in this case, having a dedicated handle has proven beneficial, both in terms of response times and responsiveness. -Meeting Customer Expectations: 9/10 of North American airlines compared to 3/10 of European had an average response time of under an hour. This is business critical when you consider the nature of the industry, where news and information is needed instantly. While the bulk of European airlines struggled to keep up with this expectation, we ve found that the majority of North American carriers fell within this expected time frame. However there is still room for improvement for all our analyzed airlines, with substantial gains to be made in both response times and responsiveness for some. For others it is a case of maintaining this performance, something that is harder said than done in the modern age of social service. 21
22 Section 04 Recommendations
23 04 Below are our top tips to help effectively utilize social as a customer service tool. Keep customer service in the call center There are a lot of opinions on who should own social customer service. In our experience we have found that customer service agents are in the best position to offer support due to their original skill set and availability of information systems/knowledge bases thus reducing average handling time and improving service quality. Provide real-time customer information Prioritize conversations that need a response right away, and make sure your social media team is well connected enough to give customers the information they need. Don t divert from social Honoring the customer s choice of channel offers a better experience, as well as valuable information for other customers looking for answers. Only take the issue off social when sensitive information is required. Offer human interaction No one wants to feel that they re getting an automated, generic response. Use the customer s name, apologize where it s merited, and make sure that you ve addressed their issue directly and explicitly. Don t hide from negativity The only thing worse than looking as though you aren t interested by not responding is actively deleting angry messages. Confront customers complaints head-on, and you ll be surprised by how negativity diffuses. Collaborate with your team to maximize success Ensure that all members of your social team can easily communicate with each other to solve customer service issues. It s important not only for them but for your business as a whole to be able to effectively work internally as a group. Social customer service resolution is still a challenge for many brands, including airlines. But if you have the right technology and process in place you can tackle the issues head on. By having the ability to integrate workflows, approvals, customer data and prior engagement history into a single view and platform, you ll be able to scale your social customer service. As a result you will have the ability to deliver a truly cohesive and effective customer experience--answering questions quickly and effectively. Conversocial can help you achieve this. Request a Demo Here 23
24 Powering Enterprise Social Customer
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