How Virgin America Soared During #Snowmageddon

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On the day after Christmas 2010, a blizzard dumped up to 32 inches of snow up and down the Northeastern seaboard. Chaos ensued with the streets of Manhattan becoming paralyzed by five-foot snowdrifts and thousands of passengers were stranded at JFK Airport. With airline phone lines overwhelmed by the call volume, many disgruntled flyers took to Twitter to ask for help rebooking flights or to complain about their situation. Under the hashtag #Snowmageddon, many airlines took a Pr beating for not being more responsive during the crisis.

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How Virgin America Soared During #Snowmageddon

  1. 1. C O N F I DENT I AL + N O T F O R D I ST R I B UT I O NHow Virgin America Soared During #SnowmageddonObjective: PR/Crisis Management, Customer Service Solution: Sprinklr Reporting Dashboards and Monitoring DashboardsThe StoryOn the day after Christmas 2010, a blizzard dumped up to 32inches of snow up and down the Northeastern seaboard. Chaosensued with the streets of Manhattan becoming paralyzed byfive-foot snowdrifts and thousands of passengers were strandedat JFK Airport. With airline phone lines overwhelmed by the callvolume, many disgruntled flyers took to Twitter to ask for helprebooking flights or to complain about their situation. Under thehashtag #Snowmageddon, many airlines took a PR beating for notbeing more responsive during the crisis.What Happened? The Results• Receiving thousands of Tweets complaining about slowresponse times and threatening to never fly Virgin America again,the company knew it had to act fast. Competitors such as JetBlueand Southwest already had their social media channels handlingcustomer service issues, while some other airlines were gettinghammered on Twitter for not responding to customers at all.Virgin had to immediately assess the landscape and figure outhow to maintain the level of service its guests expected.• On the fly, Virgin’s small social team put together a train-ing document to teach its Guest Relations team how to use theSprinklr platform, which included keyword filtering by flightinformation, template response for FAQs and prioritized rebook-ing based on some guests’ specific needs. For the first time,Virgin’s social channels were being used to address the surgingdemands placed on the Guest Relations Department.• Using Sprinklrs Reporting Dashboard, data could quickly beshared at the executive level highlighting keyword usage toprovide a quick snapshot of on-the-ground sentiment (i.e., “JFK,”“delay,” “horrible,” “mad,” “Virgin,” “snow,” “hungry,” etc.).Additionally, these dashboards identified influencers or mediawho Retweeted any complaint about Virgin. share with a colleaguee n a b l i n g t h e e n t e r p r i s e to b e S o c i a l @ S c a l eCONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012
  2. 2. C O N F I DENT I AL + N O T F O R D I ST R I B UT I O NHow Virgin America Soared During #SnowmageddonObjective: PR/Crisis Management, Customer Service Solution: Sprinklr Reporting Dashboards and Monitoring Dashboards• Through this ongoing analysis, operations executives were able to make more immediate and informeddecisions on whether they needed to send food to people waiting in the gate areas or send buses totake people to hotels for the evening. These reports could be deployed very quickly within Sprinklr andimmediately shared with any members of the Virgin America team.• #Snowmageddon marked the first time where Social played a much bigger role in sharing informationthan traditional channels, such as phone, email or the airline’s Website.• Virgin’s quick reaction and communication during the crisis dramatically reduced the volume of socialnegativity about the brand and boosted public perception that the airline was doing everything in itspower to help passengers in need. What You C an Le arn It’s About Technology + Related Services Social@Scale Technology: Natural Language Processing (“the Zengine”) enables real-time scoring of huge volumes of messages, identifying potential issues as soon as they arise. Social@Scale Governance Framework: Pre-approved message templates, response protocols and escalation procedures laid out before a crisis saves time, increases focus and reduces risk. Social@Scale Audience: Sprinklr’s algorithms can prioritize and assign responses to messages based on an audience member’s influence. The platform also manages conversations in multiple languages. share with a colleaguee n a b l i n g t h e e n t e r p r i s e to b e S o c i a l @ S c a l eCONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012

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