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Passengers turn to social in times of disruption

For the airline industry, real-time customer service is a must, regardless of the channel. For Flybe’s marketing team, it became increasingly difficult to deliver that promise over social media as the amount of customer service-related enquiries increased. Customers in need of assistance were often redirected to an email address, due to Marketing either not having the resources or not having the requisite knowledge to provide an approved response. Realising that the marketing team (and its objectives) were being overpowered by customer service-related issues, Flybe decided to relocate its social customer service offering to its Contact Centre.

Moving social into the Contact Centre

Flybe already worked with Sitel, a premier UK-based call centre, in order to deliver customer service through voice and email. From the end of May 2014, Sitel were tasked with managing the Flybe Twitter and Facebook accounts, whilst reporting back to the brand’s Marketing department.

Martin Smith at Flybe said: “Sitel has a vast amount of travel industry customer care expertise. By encouraging them to use Conversocial, we were confident they would also have the right tool deliver the kind of quality we were looking for in social customer service.”

The right tool for the job

With Conversocial, teams of agents and managers can work together efficiently to manage high message volumes, avoiding duplication of effort and ensuring process adherence. When a team tries to work from the same inbox, it can be hard to ensure only one agent works each conversation, and that work is split fairly — manual assignment wastes valuable response and handling time. Enabling Play mode in Conversocial means conversations are automatically distributed to available agents, preventing collisions or cherry picking and minimizing agent downtime.

Customer success story: Flybe moves social from Marketing to the Contact Centre

British regional airline, Flybe Group PLC, operates over 190 routes to 37 UK and 58 European airports and is a market leader in introducing innovative customer-focused enhancements. In 2013, it carried over seven million passengers. Learn how Flybe invited and handled increased levels of customer engagement over social media.

Check-in 22

Baggage claims 16

Website usability 16

Photo ID 13

socialfirst@conversocial.com @conversocialRequest a demo today: conversocial.com

With a dashboard that displays service activity in real-time and analytical tools that provide insights on customer trends, Sitel uses Conversocial to provide Flybe with useful data. For example, using the tagging function to demonstrate what topics are raised over social and in what quantity.

Driving engagement through quality customer service

Winter 2013 saw the @flybe Twitter handle receive 1293 incoming messages per month on average. The Marketing team was able to respond to 19% of those messages, with a quarter of the responses coming in less than one hour:

Customer success story: Flybe moves social from Marketing to the Contact Centre

Sitel: “Our services harness the latest unified communication platforms to enable any time, any channel interactions – including on social. Conversocial’s intuitive and easy to use platform empowers our agents to creatively engage in social conversation.

Whilst using Conversocial, we have been able to greatly improve the response rates to Flybe’s customers and we can also report on our interactions to provide insight back to the wider Flybe business. We have seen a dramatic increase in positive customer feedback as a result of our improved response rates using the system.

Our agents are comfortable and confident with the usability of the Conversocial platform which was adapted to quickly since our introduction to the software in March of this year.”

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Flybe Twitter Engagement

Incoming Messages

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Responses

Since moving social customer service into the Contact Centre, @flybe now responds to 46% of incoming messages, despite the average number received per month increasing to 2712. Passengers tweeting on the move or whilst at the airport will also appreciate the fact that the brand has increased the amount of responses delivered in less than an hour by 15%.