Airline social media interactions vary significantly by region and airline. European airlines tend to have much higher response rates to customer tweets and messages than US-based airlines. Examples showed that airlines like Delta, KLM and Virgin provide quick and helpful responses, while others like Alitalia provide no response at all or cannot resolve customer issues. How airlines handle social interactions can strongly impact customer satisfaction.

1. #UnitedBrokeMyGuitar
Elisabeth Bitsch-Christensen
@echristensen42
www.echristensen42.com

2. S. O. C. I. A. L.

4. Safe Harbor
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management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or
technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and
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not intend to update these forward-looking statements.

5. Salesforce Foundation
410,000+
Hours Service
% $40+
Million
Grants
Time • Equity • Product
16,000
Non-profit
Organizations

6. Flexible: Find, Evaluate & Install Apps For Your Business
Leading Cloud Ecosystem
1,700+ Apps
1.5M Installs

7. Let’s challenge an airline
• Grupp 1: twittra en fråga till ett av följande flygbolag:
• KLM – SAS – Air France – Lufthansa – British Airways –
Qantas
• Grupp 2: Ställ en fråga till flygbolagen på Facebook
• Grupp 3: skicka ett mejl/posta en fråga till
• http://mysasidea.flysas.net/?wt.ac=kontakt_form_idea
• https://www.britishairways.com/travel/custrelform/public/sv_se
• http://www.klm.com/travel/se_sv/index.htm
• http://www.qantas.com.au/travel/airlines/contacts/global/en

8. Under tiden visar jag en liten film

9. The overall theme is: CONNECTED
salesforce architecture
Any Social App
Sales Service Marketing Work.com Back-end Systems
Network Exchange
Data.com
AppExchange Apps
Chatter Chatter Communities
ERP Finance Any System
Force.com Heroku Touch
Salesforce
Platform
Data Model
Multi-tenant Infrastructure

10. Putting it All Together through the Social
Command Centre
PERFORMANCE PERFORMANCE
DATA & INSIGHTS DATA & INSIGHTS
Command
Center
Force.com Heroku
ENTERPRISE INNOVATION EXPERIENCE INNOVATION
INNOVATION PROCESSES
DASHBOARDS
ENGAGEMENT
PERFORMANCE DATA & INSIGHTS,
RAPID IN-MARKET TESTING AND
EXPERIMENTATION
Innovation
Cloud
SOCIAL MOBILE OPEN DIVERSE COLLABORATIVE EFFICIENT BORDERLESS

11. Hello customer, where are
you?

12. Companies Disconnected from their Customers
Your Customers, Employees, and
Is Your Company Connected?
Partners are Connected…

13. The Computing Revolution:
New Ways to Connect with Customers
Local
Cloud
Social
Touch
Social Touch Local Big Data Identity Ecosystem Community
New ways New ways to New ways to New ways to New ways to New ways to New ways to
to connect use apps find customers discover insight share data share apps collaborate
Cloud Computing
News ways to connect everything

14. JDPower and Associates 2013 Social Media
Benchmark Study
• 67% of US consumers have used a company’s social
media site for servicing
• Only 33% for social marketing
• Younger consumers (43%) are more likely to use social
customer service than 50+ (18%)
• Still calling
• Not surprisingly, highly satisfied customers are more
likely to buy (87%)
N=23,000 US consumers

15. #SocialAirlines

16. Best performing airlines in the JDPower study
Service Marketing Datasift analysis
JetBlue Delta Airlines JetBlue Service
Airways Response rate: 69%
Delta Service
Response Rate = 2%
Southwest Southwest Airlines
Airlines
Virgin Virgin America
America
WestJet

17. Do airlines service customers everywhere? We checked.
- 100,000 tweets over 1 month
- 33 different airlines worldwide
looking for where people mentioned an airline's twitter handle,
or the airline replied back to a person.

18. Europe gets it – US based airlines don’t
14000 100%
90%
12000
80%
10000
70%
60%
8000
50%
6000
40%
4000 30%
20%
2000
10%
0 0%
Customer Mentions Response Rate

19. Meanwhile, …

20. Airlines – and their use of Twitter

21. Airlines – and their use of Twitter

22. Vem gör vad och gör de det bra?

23. High flyers and their approach to social
interactions

24. High flyers and their approach to social
interactions

25. High flyers and their approach to social
interactions – my favourite

26. Examples of good and bad experiences
Delta supporting helped Alitalia after being kept on
me out on 8 DM:s on the tarmac for an hour at
Twitter - Great Support Linate. No response
and experience.

27. Examples of good and bad experiences
Reached out in public and Poor turnaround time for
with DM, supplied great reply; did not resolve
service situation in the end.
.

28. Examples of good and bad experiences
s quick and they helped best as they They remained
d. Not better, but a lot faster than anonymous and did not
entional channels. KLM even have the authority to
acted me proactively when I tweeted resolve my compliant.
t a delayed flight without mentioning (They apologize endlessly
. as if I really care!)

29. Examples of good and bad experiences
They were on it ... seconds after no response
my post I got a response