In our crisis management and customer service Top 10s, we looked at how very important social media customer service has become in the age of the Connected Traveller, especially when a crisis ensues. Following this theme, we now take a look at how increased accountability — both operationally as well as in “softer” terms — required by social media, has affected the way airlines generate brand goodwill.
Following the recent typhoon in the Philippines, it quickly became evident that the different reactions, proactive customer outreach, and levels of transparency amongst airlines can have a huge impact on the brand. We will see in the first case study itself how sometimes openness is the key, and those airlines that were able to explain to users what they were doing and why, manage to obtain much better results. Likewise, being able to listen and tune-in to the feeling of the community proved to be an essential tool in optimising both communication and policies.
Disasters, however, were not the only opportunities for goodwill initiatives — many airlines managed to leverage employee-driven initiatives or goodwill related “world days”.