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Best Practices for Amazing Customer Experience
The webinar discusses best practices for enhancing customer experience in the airline industry, highlighting key airlines like Virgin America and US Airways. It analyzes social media performance, consumer sentiment, and common complaints, emphasizing the importance of exceeding customer expectations. The document also touches on effective social media engagement strategies to manage customer communications and handle potential crises.
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Best Practices for Amazing Customer Experience
- 1. BEST PRACTICES FOR AMAZINGCUSTOMER EXPERIENCE NetBase Webinar
- 2. 2 Agenda Anna Startseva Product Marketing astartseva@netbase.com @AnnaStartse JamiBlackburn Marketing Manager jblackburn@netbase.com @jami_blackburn ① Which airlines are gaining consumer confidence ② What’s at the core of an amazing customer experience with air travel ③ Best practices for customer experience and PR crisis management
- 3. 3 Let’s take alook at the airline category See your brand’s social performance and competitor’s to discover: • Who’s the most social brand? • Who’s winning consumer confidence?
- 4. 4 NetBase category analysis VirginAmerica JetBlue Southwest Airlines American Airlines United Airlines Delta Airlines US Airways
- 5. 5 • US Airwaysis the most social brand with over 1.3 million mentions • Trend shows volume of mentions over time See mentions and share of voice Virgin America JetBlue Southwest Airlines American Airlines United Airlines Delta Airlines US Airways
- 6. 6 Virgin Airlines flieshigh • Net Sentiment measures how much consumers like the brand on a scale from -100% to 100% • Passion Intensity measures the amount of strong emotions, scaling from 0 to 100 • People are most passionate about Virgin America and Delta Airlines • US Airways is the least liked according to social media Virgin America JetBlue Southwest Airlines American Airlines United Airlines Delta Airlines US Airways
- 7. 7 Brand Passion Index™for airlines
- 8. 8 Go deeper todiscover common causes of complaints • Travel Complaints and Delays and Cancellations are top reasons for customer complaints • US Airways and United had the largest number of complaints over the last 2 years • US Airways has the largest number of people complaining about poor service Travel Complaints Delays & Cancellations Luggage Poor Service Delta American Southwest JetBlue US Airways United Virgin
- 9. 9 What makes VirginAmerica stand out? • It’s amazing customer service that puts Virgin America above others • People love the service and cheeky marketing Emotions
- 10. 10 What makes VirginAmerica stand out? “The key is to set realistic customer expectations, and then not to just meet them, but to exceed them – preferably in unexpected and helpful ways.” – Richard Branson
- 11. 11 Give customers reasonsto love your brand
- 12. 12 US Airways isleading for social Share of Voice, but it’s not always positive • 1.3M mentions last year • Very active on social Top Authors
- 13. 13 US Airways’ Socialmedia fail Avg. Mentions: 20,000 Monday, Apr 14, 2014 Mentions: 213,214
- 14. 14 • Accurate conversation monitoringand responses with NetBase Engage and Publish • E&P helps avoid social media mishaps with routing queues, response templates, and approval checks Engagement & Publishing helps manage social media Sara Colon @sarahcolon Alli Simpson @allisimpson @ USAirways @ USAirways @ USAirways Tyler Oakley @tyleroakley
- 15. 15 Easy Assignments andChecks Sara Colon @sarahcolon Alli Simpson @allisimpson @ USAirways @ USAirways @ USAirways Tyler Oakley @tyleroakley Tyler Oakley @tyleroakley @USAirways II’m stuck at the airport and my luggage is lost. I want to get home and no one is helping me. Please help.
- 16. 16 Negative spike dueflight delay • A spike due to a consumer complaint • See who’s talking to determine VIP status that will inform how fast you need to respond
- 17. 17 Alerts sent toyou, so you can take action Get alerts with info on: • When the event starts • Amount of activity • Most shared links and terms Negative post driving conversation
- 18. 18 Customize Triggered Alerts UnusualAmount of social activity good or bad Strength Stamina
- 19. 19 Brand Passion Index™for airlines
- 20. 20 Why is Deltagetting so much hate? • Poor customer service towards wounded US soldier • Emotions word cloud surfaces “humiliate” • Story first appeared in 2011, but keeps garnering attention • 99% of all posts are on social networks like Facebook SOURCES EMOTIONS
- 21. 21 Food & Beverage Retail Media, Sports & Entertainment Technology CPG Other Social for actionable business insights ① Which airlines consumers love ② What’s at the core of an amazing customer experience ③ Best practices for customer experience and PR crisis management
- 22. Questions • Request ademo: 855-762-6764 or info@netbase.com • Learn more at NetBase.com • @NetBase