Miguel Henales, e-business Director and Sara Losa, International Marketing Manager from Iberia Airlines/IAG Group share their social customer service case study.

1. Social Customer Service and
Experience: A Case Study

3. Index
1. INTRODUCTION
2. GLOBAL DIGITAL STATISTICS
3. EVOLUTION OF THE CSS / CONTACT CENTER
4. ICON / EXAMPLE OF LOCAL MANAGEMENT SOCIAL EXPERIENCE
5. THREEFOLD SUCCESS OF IBERIA’S CSCX
6. THE 9 KEY ELEMENTS OF LOCAL CSCX MANAGEMENT
7. UNIQUE EXPERIENCE IN OUR COUNTRY

4. … user demand for digital and
social interaction and
relationships.
… to Customer Support
Services, Contact
Centres and Customer
Experience.
Introduction
Emergence of
Social Networks
has brought
about…
These
relationships
must be
adapted…

5. Global Statistics
SOUTH AMERICAAMERICA
408,157,815
TOTAL POPULATION
193,655,950
INTERNET USERS
179,145,980
ACTIVE SOCIAL NETWORK USERS
508,079,743
ACTIVE MOBILE SUBSCRIPTIONS
83% 17%
47%
44%
124%
Urban
Internet penetration
Social network penetration
Mobile subscription penetration
Rural

6. Global Statistics
CENTRAL AMERICAAMERICA
195,127,178
TOTAL POPULATION
66,034,487
INTERNET USERS
66,951,880
ACTIVE SOCIAL NETWORK USERS
173,787,140
ACTIVE MOBILE SUBSCRIPTIONS
71% 29%
34%
34%
89%
Urban
Internet penetration
Social network penetration
Mobile subscription penetration

7. Global Statistics
MOBILE
INDICATORS
AMERICA
60.51M
ACTIVE
MOBILE
INTERNET
BROADBAND
USAGE
50%
MOBILE
INTERNET
BROADBAND
USAGE VS
TOTAL
POPULATION
38.61M
ACTIVE
MOBILE
SOCIAL MEDIA
USERS
32%
ACTIVE
MOBILE
SOCIAL MEDIA
USERS VS
TOTAL
POPULATION
#
#

8. Global Statistics
DATA SUMMARYSPAIN
47,370,542
TOTAL POPULATION
33,870,948
INTERNET USERS
19,600,000
ACTIVE FACEBOOK USERS
55,740,000
ACTIVE MOBILE SUBSCRIPTIONS
23%
72%
41%
119%
Urban
Internet penetration
Facebook penetration
Mobile penetration
77%
Rural

9. Global Statistics
INTERNET
INDICATORS
SPAIN
3H 59M
AVERAGE TIME
THAT INTERNET
USERS SPEND
ON THE
INTERNET EACH
DAY THROUGH A
DESKTOP OR
LAPTOP
61%
MOBILE
INTERNET
PENETRATION
VS TOTAL
POPULATION
1H 45M
AVERAGE TIME
THAT MOBILE
INTERNET
USERS SPEND
ON MOBILE
INTERNET
EACH DAY

10. Global Statistics
HIGHLIGHTSSPAIN
Spain: 5th
country in the
world for social
network use
(50% of the
total
population)
18 million on
Facebook
(12 active on a daily
basis), 17 on Tuenti,
5 on Twitter, 5 on
Linkedin… 20 on
WhatsApp… and
Instagram and
Pinterest are blowing
up…
AN UNPRECEDENTED
EVOLUTION
Customer/Consumer
Service, Contact Centre
and Customer Experience

11. Evolution of the Contact Centre
We live for instant
messaging. Talking
on the phone is
boring!
I got a new
phone. 12 Million
People on
Facebook every
day.
Establish
preferences
Clients demand
and require real
time
Peers can answer
for you/amplify
It’s best to adapt to
the new way of life

12. Evolution of the Contact Centre
Give the customer attention and
engagement (customer intimacy),
pass through reputation and arrive
at recommendation.

13. COMPARE BUY EXPERIENCESEARCH RECOMMEND
Right now, customer service is
a key touchpoint in the journey/experience,
including the decision process itself
(active with direct contact and/or passive with regular searches)
FROM THE DIGITAL EXPERIENCE >>>
TO THE SOCIALIZATION OF THE DIGITAL EXPERIENCE
Example of local management social experience

14. Web Flight
Check in online:
passbook
#IberiaFlightStatus
Social Seating
iPads TCP
real world vs online
Wifi On Air
On board entertainment
Social Contact Centre: H2H
(human2human)
Fly & Friends
Social Media
Example of local management social experience

15. INSPIRATION
PLANNING
BOOKING
FLIGHT
Iberi a
Soci al Fl i ght
Example of local management social experience

16. Our boarding
process started with
the Icelandic
volcano and our
maturity came with
the closing of
Spain’s air space:
public social service
Prize-winning
strategies and tactics
on social media
through media and
social media
organisations.
Muestra
s
We update 20+
social channels on
11 different
networks every
day. 1.7 million+
multilingual
followers. We
attend to 1.000
enquiries/day
We aspire to become leaders for
local management of customer
service and social experience in the
airline industry.
Threefold success for Iberia’s CSCX

17. 1st Key
“Human2Human”method
ology (H2H)
2nd Key
Real time and 24/7 Social
Central Command
3rd Key
High interaction
communities >> User
generated content
4th Key
Native multilingual and
multicultural digital
teams >> social experts
5th Key
Social influencers active
relationships
6th Key
Social commerce
7th Key
Satisfied customers
8th Key
Reputation protection
9th Key
Measurement of results
Social
Customer
Service &
Experience
(SCSX)
Qualitative
developmen
t
Strategic
focus
Operating
base
The 9 key elements of local CSCX management

18. Through social networks, we
provide a soul and a
humanised service/product
We teach our clients about our
service and the use of social
networks as a direct gateway to
online self-management
HUMAN2HUMAN1st KEY
We apply our own personalisation methodology,
based on “Human2Human” (H2H)
The 9 key elements of local CSCX management

19. Back office: use of today’s most
sophisticated tool for monitoring,
managing and analysis/reporting
Front office: multi-screen pull of
streaming attractions of our owned
media and the general social ecosystem.
Non-stop action-reaction, 24/7, 365
days a year, with trained teams
using the same
philosophy/management strategies.
24/7 SOCIAL CENTER COMMAND2nd KEY
We manage in real time and 24/7 from our
country’s first “social central command”
The 9 key elements of local CSCX management

20. Presence and participation of
evangelists on our networks
(in&out of Iberia) who help us
explain, stay down to earth and
make the dynamics of our
business and product
understood.
We sustain high-interaction communities with
the “Peer2Peer” (P2P) participatory spirit
INTERACTION AND USER GENERATED CONTENT3rd KEY
We sustain high-interaction communities with the
“Peer2Peer” (P2P) / User generated content/
participatory spirit
The 9 key elements of local CSCX management

21. Our operation is multilingual,
multi-market and multicultural
A mixed multidisciplinary team
(internal and external), multilingual
and specialising in various areas of
social media that form a large HUB
of coordination between all the
company’s departments
NATIVE DIGITAL TEAMS4th KEY
We have a native digital team
of service and social experience experts
The 9 key elements of local CSCX management

22. Plane spotters, serious aviation fans, leaders in aviation, social
media, lifestyle… a pull of collaborators that help give an
independent perspective through companies invited on our blogs
and exclusive invitations to events
SOCIAL INFLUENCERS ACTIVE RELATIONSHIPS5th KEY
We interact with social influencers
and actively seek their cooperation
The 9 key elements of local CSCX management

23. Challenge: digitising Iberia
Method: permeate the company with digital DNA
Applications for Android and iPhone
Iberia.mobi for handheld devices
Inflight Wifi
Individualization of the offer >> User Interests Database
SOCIAL COMMERCE6th KEY
We promote social commerce
(s-commerce) via traffic, leads and e-commerce
The 9 key elements of local CSCX management

24. We interact with an average of 30,000
conversation threads a month for all
communities.
We tend to 25,000/30,000
enquiries, questions, incident
reports, complaints and social
bullying every month
SATISFIED CUSTOMERS7th KEY
We attend to and resolve direct and indirect
complaints until the customer is satisfied
The 9 key elements of local CSCX management

25. We have lived through the social
upheaval of top commercial aviation
crises recently in our country.
REPUTATION PROTECTION8th KEY
We protect our reputation, prevent social
bullying and manage conflicts/crises
The 9 key elements of local CSCX management
Thanks to Iberia’s proactivity, our
social channels have come out
stronger. During the air traffic
controller crisis and the closing of
Spanish air space, Iberia and its
social networks became a source of
breaking news consulted by users
and news media alike.

26. Each one of the actions and
developments are analysed with
regard to objectives in order to take
the correct next step.
MEASUREMENT AND ANALYSIS9th KEY
We analyse each action and extract results in
order to continue evolving
The 9 key elements of local CSCX management
We use several analysis tools:

27. Our results
A strenght and
consistent digital
and social
experience
A customer
service adapted
to the 21st
Century.
A satisfied user
who will probably
recommend our
service.

28. Thank you.
Miguel Henales – Digital Business Director
Sara Losa – Social Media & International Marketing / Marketing Division