By Marco Serusi

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”.

Top 10 Airlines Generating Brand Goodwill

Marco Serusi

Marco Serusi

Senior Consultant at SimpliFlying
Marco is a Senior Consultant at SimpliFlying, and has worked on major client projects with the likes of LATAM Airlines, London Heathrow and Royal Brunei Airlines. He has also delivered training in airline Marketing strategy for over 100 executives globally and spoken at several aviation conferences worldwide. He is well known for his cutting edge research into the latest aviation marketing and social media trends.Marco is Italian but also speaks Spanish and English fluently and has lived in several countries including the UK, USA, Italy and Spain. He has been with SimpliFlying for over 3 years.and is based in Valencia, Spain. He is a subject matter expert and consultant on social media practice in aviation. He has contributed extensively to thought-leadership in this space as well as held training workshops for senior aviation executives on behalf of SimpliFlying. He advises clients globally on aviation marketing strategy.He’s Italian, but has lived in several countries since he was 18, earning an Air Transport degree in the UK, a pilot license in Florida and an MBA in Spain. He now lives in Valencia, Spain where he previously worked as a Marketing Director.You can talk to him in Italian, English or Spanish. You can also tweet him at @simplimarco, e-mail him at marco@simpliflying.com.
Marco Serusi
Marco Serusi

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