Social Media and Snow Storms - How Air Canada used the social web to help customers

Case Study / Air CanadaSnow Storms + Social MediaHow Air Canada Used Social Media To Help CustomersThe Challenge was a dramatic spike in their online mentions as customers flocked to the Web.Air Canada is Canada’s largest full-service airline.They know that keeping customers informed is a “Our customers wanted to know what waskey part of good customer service. happening to their flight and their first reaction is to go online or contact our call centres,” said MathieuThat commitment to customer service was put to Lagacé, Community Manager at Air Canada. “Inthe test last December when an unexpected winter situations like this social media allow us to use newstorm shut down London’s Heathrow Airport. When and different channels to communicate operationalone of the busiest airports in the world shuts down updates in a timely manner.”during the busiest travel period of the year, it cancreate havoc for airlines and travellers alike. “As technology continues to develop and working with our social media monitoring provider Radian6Not surprisingly, online channels were key to getting we will develop new ways to communicate andthe right information out to Air Canada’s customers remain engaged with our customers,” concludedand quickly as possible. John Reber, Air Canada’s Director, Corporate communications.The Approach The ResultsFor Air Canada, social media gives the companythe ability to engage with their customers, share Air Canada interacted with thousands of customersinformation, and build a community with their who needed to find information on their flights orcustomers. It isn’t just about the increasing their alternate travel arrangements. They responded inTwitter following or “likes” on Facebook, it’s real time to help customers and share the latestabout finding ways to improve their customers’ information on how the stormy weather wasexperience with Air Canada. That means the Air affecting air travel. The “social phone” was ringing,Canada approach to social media brings together and Air Canada was able to answer.a number of departments, including corporatecommunications, customer relations, call centers Customers were pleased that they had anotherand marketing and promotions. responsive channel to communicate with Air Canada. “We knew we were on the right trackThe Air Canada team leapt into action as the when CBC News told travelers that for up to datemassive storm snarled air travel in the United information and travel advisories, they should startKingdom and rippled around the world. There following Air Canada on Twitter,” noted Lagace.www.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6

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Social Media and Snow Storms - How Air Canada used the social web to help customers

by Radian6 on May 25, 2011

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Social Media and Snow Storms - How Air Canada used the social web to help customers — Document Transcript