how american airlines uses social crm for customer engagement
Post on 13-Nov-2014
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11
Jon BirdAA Social Media
How American Airlines uses Social CRM for Customer
Engagement
2
Social CRM @AmericanAir• Complex, volatile industry
• Our transactions are significant investments, significant events
• We’ve had some successes
• We know we have a lot of work ahead of us
• Opportunity to be transparent, and to have a conversation
3
Numbers
Approximate # of people we fly daily
250,000
4
Numbers
Social Media Mentions Weekly
35,000
5
Delaynotifi-cation
Cu
sto
me
r In
itia
ted
/C
on
tro
lle
dA
A I
nit
iate
d/
Co
ntr
oll
ed
AAadvert-ising/mktg
Pricing & fees
Confirmstandby
Check baggage
Upgrades
Gate info
On-timedeparture
Delaymgmt.
Flightcancelled/oversold
Boarding
Carry-onbags
& gate check
Boarding
Findspace forcarry-on
Findseat
EvaluateAircraft
SelectF&Bsvc.
Take-offannounce-
ments
UseIFE
Useonboard
amenities
Reserveseats
Select channel
Selectticket
Checkflightinfo
Navigateairport
Obtainboarding
pass
Securitywait
VisitAdmirals
club
Findgate
Check baggage
Purchaseticket
Changeticket
Waitat gate
Dutyfree sales
Landingprep.
Pre-takeoff svcs. Complaint
Baggageresolution
Exitairport
Transferto gate
Customs/Immigration
Collectbags
Deplane
Awardticket
Admiralsclub
Rebookmissedflights
Cabininteriors
Pre-takeoff svcx.
F&Bquantity
F&Bquality/variety
IFE options
IFEequip.
Landinginfo
On-timearrival
Taxiing& jet
-bridge
Deplaning
Connec-tions
Baggagedelivery
Complaintresolution
Baggageresolution
Customer travel experience
Customer Touchpoints
6
Approach
• Challenge = Opportunity
• Every touchpoint is an opportunity
• Service failure is an opportunity
• Creating advocates
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/AA
@AmericanAir
/AmericanAirlines
Frequent Flyer Forums
Core Communities
AAdvantage Admirals Club Global Markets
8
How do we listen?
Community Management• Employees personally read through
public comments on channels
Technology & Monitoring Tools• Alerts
• Moderation
Global, moving toward 24/7 model
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• Establish basic parameters
• Let them know how you’ll help
• Give them a place to send praise/concerns
Community Guidelines
10
• Monitoring Tools– Hootsuite, Tweetdeck, Radian6, Tweetreach, Facebook platform
(Context Optional)
• Common sense can’t be replaced• Red Flags:
– Lots of comments from other fans/followers– Coming from someone with a high number of followers or influence– Issue has come up several times before– Consumer is angry, threatening to contact media, has a health-related
or topical issue
How do we listen?
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CompassionAuthority
How do we respond?Responsiveness
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CRM @ AA “Before”Core Team
Proactive
CustomerResponse
CR
Reservations
Social Marketing
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CRM @ AA “Now”
Core Team
CRReservations
CustomerResponse
Social Marketing
Proactive
Integrated with Core Team
Real Time
Allows for more fun stuff
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• Receive issue tweet, respond initially
• Assign to customer relations or reservations
• Use direct message to collect private information
• Create CR file
• Resolve issue via private message or a personal phone call
• Record data (screenshots, etc.)
How do we respond?
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How do we respond?
1616
Charles Wade - employee of Solange Knowles, Beyonce’s sister 1,883 Twitter followers
Traveling from LAX to JFK for a musical performance
Forced to wait to check his bags while four staff helped someone repack their overstuffed luggage Had only 20 minutes to get through security and onto the plane before it departed. Made his flight, but was treated rudely throughout his ordeal and blamed by staff for being late
Social Defense team apologized on Twitter and called Charles directly to listen to his concerns and apologize
The team also credited Charles AAdvantage miles for his trouble. Charles then tweeted positively about our efforts to assist.
How do we respond?
1717
Meg Nesterov - mother, publicist and blogger with 3,307 followers
Travelling Chicago to London
Did not receive her stroller at Heathrow airport - Meg tweeted her frustration September 18
Social team responds, apologizes, credits bonus miles
How do we respond?
18
Michael Hyatt (+100,000 followers)
AA Concierge Key member
San Francisco to Nashville via DFW
Nashville flight cancelled, he tweets:
CR Surprise & Delight
AA Social Media responds immediately via Twitter to offer support
In the meantime, Michael’s flight is still en route from SFO
AA personally met Michael at his gate
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Social CRM and Crisis
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Types of Crises
• Operational Crisis
• PR Crisis
• Customer Crisis
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Domestic & Global Crises
• American Airlines Flight 331
• Haiti Earthquake
• American Airlines Flight 24
• Snowmageddon
• Jack the Cat
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• Constantly monitoring for issues negatively
impacting brand reputation• When an issue arises, monitor site traffic for spikes
driven from a single message or topic• Each issue is unique, requiring a response plan
for a variety of social groundswells• Have a single point of contact to report issues• Reporting for post-event conversation, improve• Fact-checking is out the window - Speed trumps
accuracy (Twitter “blocked” on AA)
Identifying Crises
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• American Airlines Flight 24 bound from SFO-JFK on August 19, 2010
• Someone phones in bomb threat
• Passenger begins posting tweets + photos from her phone
• CNN’s Rick Sanchez begins reporting based on tweets received from passengers
• American Airlines tweets passenger:
1.3 millionTwitter followers
American Airlines Flight 24
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Proactive Social CRM
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• EARNED
• Can be earned in the positive handling of a negative experience
• Will come to your defense publicly
• Will become brand content extenders and even creators
• Critical relationship to be cultivated
Advocates
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Boeing Delivers American Airlines First 737-800 with Blue Sky Interior
Bloggers and AA Social
advocatesInvited to fly in inaugural flight of the 737-800
SEA-DFW
30 blog posts including Simpliflying.com,
AirlineReporter.com & AIRTiculate.com
More than 2 million potential impressions
on Twitter
39 consumer and media mentions on Facebook, totaling nearly 27,000
impressions
Immeasurable positive perception of American and profuse thanks from social
media advocates
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The NBA Finals with American AirlinesOfficial Facebook Channel & Mobile
Mobile
BUILTWITH
Works on..
29
• Winners received 10-50% off flights
• Users choose what city should win discount
• 145,000 shots taken
• 7,397 sweepstakes entries
• Revenue generation for AA
The NBA Finals with American AirlinesOfficial Facebook Channel & Mobile
30
What Social CRM has done for us
• Know our customers better
• Build advocates
• Become more agile
• Go back internally with all of this instant feedback and make changes and improvements
• Make our business better
31
Words we try to live by• Service is now expected in Social Media
• Every customer touchpoint is an opportunity, no matter how challenging
• Know your communities
• Be vigilant
• Build advocates
• Deliver real value
• Constantly evaluate how to improve
3232
Jon BirdAA Social Media
How American Airlines uses Social CRM for Customer
Engagement
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