Frontier Airlines Social Media Case Study: A Simple Idea Makes a Huge Difference

Case Study / Frontier AirlinesFrontier Airlines is using socialmedia to reach customers andmake it right, a simple idea thatmakes a huge differenceThe ChallengeFrontier Airlines is currently in its 18th year of The storm caused a great deal of damage andoperation, they have more than 5,000 employees meant that flight delays were longer then a typicaland they operate more then 500 daily flights from weather delays, but because of efforts of ToscanoDenver International Airport, Milwaukee’s General and his team, Frontier was able to engage with overMitchell International Airport and Kansas City 4,000 customers on the social web over a seven-International Airport. Frontier flies to more than 80 day period, and during that time saw over 700,000destinations in the US, Mexico and Costa Rica. With visitors to their Facebook page.that number of daily flights, it means that Frontier hasthousands of customers depending on them each The Resultsday, so when a hail storm hit the Denver InternationalAirport in July, damaging 22 of Frontier’s planes, it “Customers on Twitter were so surprised at howmeant that thousands of their customers would face easy we were making it to re-book that they werecancellations and lengthy delays. Customers were reaching out and asking for us to send them emailfacing long lines at the Frontier counters and even confirmations because they couldn’t believe it couldlonger wait times on their toll-free reservation lines. be done so quickly,” explains Toscano. The first fewMarco Toscano, Frontier Sr. Manager of Social Media, days following the storm were challenging but soonsaw this as the perfect chance for his department to the team at Frontier saw an increase in the “thankassist the reservations group by providing information you” tweets, and was thrilled to see how gratefuland flight re-accommodations. people were to be updated about flight number changes, delays and cancellations. Here are someThe Approach sample tweets from Frontier customers –“When a storm strikes, we have to share a lot • ove that you’re updating travelers on Facebook. Lof information in a very short time,” explains I’m on my plane now and heading back to DIA-Toscano. “In this case, we knew that customers thanks Frontier!were going to be arriving at the airport to find that • hanks to @FrontierCare for handling my issues Ttheir flights had been cancelled.” In order to help w/o me having to hold for 30 minutes. Oh thereduce negative sentiment, Toscano and his social power of @Twitter never ceases to amaze me.media team at Frontier proactively disseminated • nother reason to fly @flyfrontier their @ Ainformation using their social channels as well as FrontierCare booked me a new ticket in 10 minresponding to customer questions and concerns on rather than the insane line at airport. Awesome!Twitter and Facebook. “Overall Frontier wanted to make sure ourThe team used Radian6 to track down mentions customers were taken care of, and if that meantof Frontier across the social web and reach out to booking them on another airline then that’s what wehelp customers to re-book flights, get up-to-date did,” says Toscano, “Using social media to reachinformation, and let their customers know they our customers during a situation like this meant wewere there to help. could help more customers and do so in less time.” www.radian6.com 1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6

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Frontier Airlines Social Media Case Study: A Simple Idea Makes a Huge Difference

by Radian6 on Oct 06, 2011

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