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How American Airlines Uses Social CRM for Customer Engagement

Jon Bird explains how American Airlines uses social CRM to manage and enhance it's customer engagement. A compelling case study from Our Social Times' Social CRM 2011 New York Conference.

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How American Airlines Uses Social CRM for Customer Engagement

  1. 1. How American Airlines uses Social CRM forCustomer Engagement Jon Bird AA Social Media 1
  2. 2. Social CRM @AmericanAir• Complex, volatile industry• Our transactions are significant investments, significant events• We’ve had some successes• We know we have a lot of work ahead of us• Opportunity to be transparent, and to have a conversation 2
  3. 3. Numbers Approximate # of people we fly daily 250,000 3
  4. 4. Numbers Social Media Mentions Weekly 35,000 4
  5. 5. Customer Touchpoints Customer Initiated/ Check Duty Select Reserve flight Check Security Find Find Pre-take Use free Customs/ Exit Controlled ticket seats info baggage wait gate Boarding seat off svcs. IFE sales Deplane Immigration airport Complaint Obtain Visit Find Select Use Select Purchase Change Navigate boarding Admirals Wait space for Evaluate F&B onboard Landing Collect Transfer Baggage channel ticket ticket airport pass club at gate carry-on Aircraft svc. amenities prep. bags to gate resolution Customer travel experience AA Initiated/ Controlled AA Upgrades Delay Check Admirals Flight Delay Carry-on Cabin F&B IFE Landing Taxiing Connec- Baggage advert- notifi- baggage club cancelled/ mgmt. bags interiors quantity options info & jet tions resolution ising cation oversold & gate -bridge /mktg check Pricing Award Rebook Gate Confirm On-time Boarding Take-off Pre-take F&B IFE On-time Deplaning Baggage Complaint & fees ticket missed info standby departure announce-off svcx. quality/ equip. arrival delivery resolution flights ments variety 5
  6. 6. Approach• Challenge = Opportunity• Every touchpoint is an opportunity• Service failure is an opportunity• Creating advocates 6
  7. 7. Core Communities /AA @AmericanAir /AmericanAirlines Frequent Flyer Forums AAdvantage Admirals Club Global Markets 7
  8. 8. How do we listen?Community Management• Employees personally read through public comments on channelsTechnology & Monitoring Tools• Alerts• ModerationGlobal, moving toward 24/7 model 8
  9. 9. Community Guidelines• Establish basic parameters• Let them know how you’ll help• Give them a place to send praise/concerns 9
  10. 10. How do we listen?• Monitoring Tools – Hootsuite, Tweetdeck, Radian6, Tweetreach, Facebook platform (Context Optional)• Common sense can’t be replaced• Red Flags: – Lots of comments from other fans/followers – Coming from someone with a high number of followers or influence – Issue has come up several times before – Consumer is angry, threatening to contact media, has a health-related or topical issue 10
  11. 11. How do we respond? Responsiveness Authority Compassion 11
  12. 12. CRM @ AA “Before” Core Team CR Proactive Social Marketing Customer ResponseReservations 12
  13. 13. CRM @ AA “Now” Core TeamIntegrated withCore Team Customer Proactive ResponseReal Time CR SocialAllows for Reservations Marketingmore fun stuff 13
  14. 14. How do we respond?• Receive issue tweet, respond initially• Assign to customer relations or reservations• Use direct message to collect private information• Create CR file• Resolve issue via private message or a personal phone call• Record data (screenshots, etc.) 14
  15. 15. How do we respond? 15
  16. 16. How do we respond?Charles Wade - employee of Solange Knowles, Beyonce’s sister 1,883 Twitter followersTraveling from LAX to JFK for a musical performanceForced to wait to check his bags while four staff helped someone repack their overstuffed luggage Hadonly 20 minutes to get through security and onto the plane before it departed. Made his flight, but wastreated rudely throughout his ordeal and blamed by staff for being lateSocial Defense team apologized on Twitter and called Charles directly to listen to his concernsandapologize The team also credited Charles AAdvantage miles for his trouble. Charles then tweeted positively about our efforts to assist. 16
  17. 17. How do we respond?Meg Nesterov - mother, publicist and blogger with 3,307 followersTravelling Chicago to LondonDid not receive her stroller at Heathrow airport - Meg tweeted herfrustration September 18Social team responds, apologizes, credits bonus miles 17
  18. 18. CR Surprise & DelightMichael Hyatt(+100,000 followers)AA Concierge Key memberSan Francisco to Nashville via DFWNashville flight cancelled, he tweets: AA Social Media responds immediately via Twitter to offer support In the meantime, Michael’s flight is still en route from SFO AA personally met Michael at his gate 18
  19. 19. Social CRM and Crisis 19
  20. 20. Types of Crises• Operational Crisis• PR Crisis• Customer Crisis 20
  21. 21. Domestic & Global Crises• American Airlines Flight 331• Haiti Earthquake• American Airlines Flight 24• Snowmageddon• Jack the Cat 21
  22. 22. Identifying Crises• Constantly monitoring for issues negatively impacting brand reputation• When an issue arises, monitor site traffic for spikes driven from a single message or topic• Each issue is unique, requiring a response plan for a variety of social groundswells• Have a single point of contact to report issues• Reporting for post-event conversation, improve• Fact-checking is out the window - Speed trumps accuracy (Twitter “blocked” on AA) 22
  23. 23. American Airlines Flight 24• American Airlines Flight 24 bound from SFO-JFK on August 19, 2010• Someone phones in bomb threat• Passenger begins posting tweets + photos from her phone• CNN’s Rick Sanchez begins reporting based on tweets received from passengers• American Airlines tweets passenger: 1.3 million Twitter followers 23
  24. 24. Proactive Social CRM 24
  25. 25. Advocates• EARNED• Can be earned in the positive handling of a negative experience• Will come to your defense publicly• Will become brand content extenders and even creators• Critical relationship to be cultivated 25
  26. 26. Boeing Delivers American Airlines Bloggers and First 737-800 with AA Social Blue Sky Interior advocates Invited to fly in inaugural flight of the 737-800 SEA-DFW30 blog posts including More than 2 million 39 consumer and media Immeasurable positive, 26mentions on Facebook, perception of American and potential impressions totaling nearly 27,000 profuse thanks from social & on Twitter impressions media advocates
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  28. 28. The NBA Finals with American AirlinesOfficial Facebook Channel & Mobile Mobile Facebook Works on.. BUILT WITH
  29. 29. The NBA Finals with American AirlinesOfficial Facebook Channel & Mobile• Winners received 10-50% off flights• Users choose what city should win discount• 145,000 shots taken• 7,397 sweepstakes entries• Revenue generation for AA 29
  30. 30. What Social CRM has done for us• Know our customers better• Build advocates• Become more agile• Go back internally with all of this instant feedback and make changes and improvements• Make our business better 30
  31. 31. Words we try to live by• Service is now expected in Social Media• Every customer touchpoint is an opportunity, no matter how challenging• Know your communities• Be vigilant• Build advocates• Deliver real value• Constantly evaluate how to improve 31
  32. 32. How American Airlines uses Social CRM forCustomer Engagement Jon Bird AA Social Media 32