Airline Customer Service on Facebook and Twitter

AirAsia, which is already the airline that replies to the highest percentage of tweets in the world (>40%), has created an AskAirAsia account on Twitter, and also a “tab” on Facebook. They’ve taken a dig at travelers’ frustrations with the call-center and asked them to direct questions to the CEO, Tony Fernandes (though the photo looks a few years old!). Quite a neat way to connect with the customers – or “guest” as they call them on AirAsia.

On Twitter, you can simply tweet a question and expect a quick reply during Malaysia working hours. What will be interesting to note is that the AskAirAsia twitter account doesn’t reply to any issues publicly – every single one of them is handled using Direct Messages (DMs).

This is an intriguing trend. On one hand, the airline is obviously respecting the privacy of their guests’ issues, and avoiding the public sharing of negative comments, while on the other hand, if there is a passenger with a problem at the gate, in all likelyhood 150+ other passengers are affected by the same problem. And Twitter comes in handy at that point to calm the nerves of many such people – an aspect AskAirAsia might miss out by strictly using DMs.

Nevertheless, great effort by the AirAsia team – and I know that the impetus comes right from the top from the likes of Azran and Tony, and is executed very well by Karen and team. Hope other airlines are watching and learning!

• Airlines on Twitter in May 2011: AirAsia and TAM Brazil hot on the heels of Delta Airlines
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• Eezeer and SimpliFlying launch airline monthly twitter report – Delta leads Twitter use, and customer service is in!
• Airlines on Twitter Monthly Report for July 2011 reveals that more airlines have Twitter accounts than loyalty programs

But the recent tough times have hit the airline hard, just like other premium carriers like Cathay Pacific. Singapore Airlines has decided to cut over 200 flights and is experiencing low load-factors in its premium classes – where it makes most of its money. So the big looming question is what should the airline do now? Change strategy? Probably not. How about using social media to soften the impact, by engaging the customers and employees real-time? Why not?

You can run, but you can’t hide

In my conversations with folks over at Singapore Airlines (quite a few of them!), I’ve sensed educated-nonchalance when it comes to adopting social media to pursue its business goals in this downturn. Not only are they hardly present on social media outlets, the airline seems unconvinced about the importance of a two-way conversation. SIA doesn’t have a blog, Twitter account, Facebook page or even social-media-friendly press releases (I had to download a 4mb image to try to put in this article, and I didn’t). From a brand that has done an excellent job of top-down positioning, where it tells its customers what it’s about, it’s fair to expect careful treading of new waters. But getting into social media for an airline brand is not about why, but about how. And it has to be now.

Why time is running out for Singapore Airlines?

Cranky Flier blog’s Brent Snyder published an intriguing article on the importance of social media for airlines yesterday, and here’s what he had to say,

“For all those airlines who still don’t think embracing new media is a good thing, well, there’s not much I can say to you except you should pull your heads out of your a***s”

I couldn’t agree more.

One of the arguments I often hear from executives at premium airlines is “I’m not targeting the teens on Facebook” or “my customers are not on Twitter”. What’s wrong with those comments? They concentrate on the tool, not the strategic goal. Getting into social media doesn’t have to start with a Twitter account or a Facebook page. It needs to start with determining what’s the opportunity to achieve strategic goals – like engaging the customer or enhancing existing touchpoints with social media. Then figuring out what tool to use.

What if we start with the goal of providing value adding service to SIA’s premium customers?

It is indeed not very realistic to expect SIA’s high-paying customers to be on Twitter or Facebook. But a mojority of them carry iPhones and Blackberries. How about creating simple apps for these devices that allow them to perform common tasks like check-in, date change, seat-change or booking of a flight using miles? And this idea is not very far-fetched, since SIA’s competition like Cathay Pacific has done a great job with CX Mobile (their iPhone app). Others like British Airways, Qantas, LuxAir and Lufthansa also have similar initiatives.

If SIA waits too long, there’s a chance its competitiors might start taking away market share, due to superior engagement outside the aircraft. And that can be damaging.

I believe that if SIA decides to go ahead with a social media strategy, it has the potential to surpass all of its competition, because it has a genie – the Singapore Girl! How? Go figure =)

What do you think? Is there a place (or need) for a premium brand like SIA to be on social media? If so, what’s the best way? Let’s discuss.

By the way, Tweepitition is still running and are still 3 more autographed copies of the book to on SIA be given away, and a 4GB Apple iPod. You too can be a winner, just by re-tweeting a comment from SimpliFlying or leaving a comment on this site. Learn more here.

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I read an article about Tony Fernandes, the CEO of AirAsia, in The Economist today that got me thinking. Thinking about the last few articles I’ve written about United Airlines, RyanAir and Southwest Airlines – on how they make money off their customers – what what works and what doesn’t.

There’re a lot of airlines in the US and Europe can learn from Tony Fernandes and AirAsia (+ Azran and AirAsiaX). Here’s how the article in The Economist ended.

“Mr Fernandes says that he came to the industry with no preconceptions, but found it rigidly compartmentalized and dysfunctional. He wanted AirAsia to reflect his own unstuffy, open and cheerful personality. He is rarely seen without his baseball cap, open-neck shirt and jeans, and he is proud that the firm’s lack of hierarchy (very unusual in Asia) means anyone can rise to do anyone else’s job. AirAsia employs pilots who started out as baggage handlers and stewards; for his part, Mr Fernandes also practises what he preaches. Every month he spends a day as a baggage-handler; every two months, a day as cabin crew; every three months, a day as a check-in clerk. He has even established a “culture department” to “pass the message and hold parties”.”

I wonder when Glenn Tilton last flew Economy Class on United Airlines and when Michael O’leary helped load the baggage on RyanAir…if they did, they probably would learn not just a lot more about their employees, but also their customers, don’t you think?

I wonder why is it that the concept of servant leadership is lacking in the airline industry?
Especially in the Western world. We know that exceptions like Southwest exist, but why don’t others do it too, when they see this working out well?

I’d love to hear your thoughts in the comments.

• Airline Baggage Fees : The Airline Industry’s Financial Salvation?
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