How Frontier Airlines Scales to Quickly Reach Delayed Passengers
 

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Frontier offers various levels of customer service -phone, in-person and online. More and more, passengers are taking to social networks to voice frustration. how does Frontier handle the booming ...

Frontier offers various levels of customer service -phone, in-person and online. More and more, passengers are taking to social networks to voice frustration. how does Frontier handle the booming volume of complaints when big storms hit?

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How Frontier Airlines Scales to Quickly Reach Delayed Passengers Document Transcript

  • 1. How Frontier Airlines Scales to Quickly Reach Delayed PassengersObjective: Crisis Management, Response Time Solution: Social@Scale – Customer ServiceThe StoryFlight cancellations happen. For any airline, dealing with the results of cancellationsand delays -- lots of passenger frustrations -- are regular occurrences. But for theDenver-based Frontier Airlines, unpredictable weather makes managing passengerexpectations even harder.@FlyFrontier’s Justin Macauley tells of a recentstorm: “With snow reports leading into the weekendpredicting about four inches at Denver InternationalAirport, we knew there would be delays followed byall the subsequent passenger implications that oftenaccompany such delays.""When our social team woke up Sunday morning andhad already seen about four inches of snow on theground with no letup in sight, we knew it was going tobe a busy day.”Like other airlines, Frontier offers various levels ofcustomer service -- phone, in-person and online. More and more, passengersare taking to social networks to voice frustration. How does Frontier handle thebooming volume of complaints when big storms hit?What Happened? The ResultsMacauley and @FlyFrontier have turned these unavoidable passenger complaints intopersonal interactions that strengthen and reinforce the brand’s value proposition.“Managing the chaos of a weather delay through social media is made possiblethrough a Social Media Management System (SMMS) that allows us to search socialmentions of our brand and then efficiently manage the workflow process.”Continues Macauley, “Through our workflow in Sprinklr (initial outreach, issueresolution, and archive), our agents were able to interact with hundreds of socialmentions over a 24-hour period, all the while taking people out of the phone queue,airport lines and helping to relieve some of the stress that the eventual 11 inches ofsnow placed on our operations at Denver International Airport.”Macauley refers to one Sunday in February 2013, but the incident is hardly isolated.READ MORE...enabling l arge organiz ations to be Social@Scale© SPRINKLR, 2013
  • 2. In mid-December 2012, the Rockies and the Midwest were blanketed with morethan a foot of snow. Despite heavy powder and wind gusts up to 25 miles perhour, travel delays in the country’s fifth busiest airportdidn’t reach longer than 30 minutes. But the delays Snowstorm Effect on Inbound & Outbound Messageswere long enough for @FlyFrontier to see a 122%increase of inbound Twitter messages compared witha typical week. 122% increase 1000Through the Sprinklr platform, Macauley and the 182% increaseFrontier team quickly responded to passenger inquiries 800with tweets and direct messages, exceeding theinbound message demand by 60%. 600 400At the same time, Frontier was able to push out real-time updates regarding weather waivers, specific flight 200delays, and added flights to keep passengers informedthrough content management. 0 Inbound Messages via @FlyFrontierAs Macauley suggests, becoming Social@Scale Outbound Messages via @FrontierCaremeans becoming more personal than ever. “Throughtechnology, a company can harness an endless volume Weekly Average Snowstorm (Dec. 17-23)of conversations surrounding its brand, freeingup energies on making those interactions with itscustomers human and genuine.”What You C an Learn It’s About Tec hnology + Rel ated Servic esSocial@Scale Technology :Natural language processing enables real-time scoring of huge volumesof messages, identifying potential issues as soon as they arise.S ocial@Scale Governance Framework:Pre-approved message templates, response protocols and escalationprocedures laid out before a crisis saves time, increases focus andreduces risk.Social@Scale Audience:Sprinklr’s algorithms can prioritize and assign responses to messagesbased on an audience member’s influence. The platform also managesconversations in multiple languages.enabling l arge organiz ations to be Social@Scale© SPRINKLR, 2013