Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Social Media Analytics in Airlines

Posted on: 17 June '16

Social Media presence for airlines and its resulting impact has accelerated in the past decade. Not only has it empowered passengers to share their opinion, both good and bad, it also plays a huge role in building and maintaining an airline’s brand reputation. Passengers are quite used to going through the prolonged traditional customer service process. However increasingly they are venting their angst as well as voicing their delight on various social media platforms and expect to be heard and acknowledged quickly.

A significant number of the customer service requests are now being created from social media data and the entire customer relationship management process is being automated to enhance the resolution time using Social CRMs. The hikes in the mentions are monitored and the negative remarks by passengers are immediately looked into and resolved in real time by the airlines. American Airlines, for instance, has the shortest response time.

It is getting extremely challenging for airlines to differentiate themselves from their competitors and make sure the passenger expectations are met. Especially in the case of social media, the perception of fast response times is of tremendous value. Imagine a situation when a loyal customer tweets negatively about an airline and the airline is ill-equipped to contain the damage. The resulting impact is multifold and as the saying goes, “The Internet never forgets”. To avoid situations like these, airlines make use of various social media monitoring tools to understand and serve their passengers better.

While airlines use social media monitoring tools to monitor social , it is important to understand the context (and the sentiment) of the conversations, to know what people are talking about, where the conversations are taking place and who are the people behind the “noise”. This feedback helps airlines in streamlining their strategies with agility.

The social CRMs and monitoring tools are doing a fantastic job in identifying the influencers, analyzing the sentiments, gauging competition, monitoring campaigns, engaging with customers in real time and providing actionable insights to the airlines. However, the analysis requires an interpreter/analyst. There is a need for tools which can classify the data into various business facets, understand the reason behind sentiments, detect patterns in passenger behavior and generate intelligent recommendations/next best actions. These recommendations should then be integrated into the CRM for records. Some of the requests that relate to routine queries/concerns can be resolved faster through automated response with pre decided answers. This will empower customer service agents in servicing a request faster; thereby enhancing the resolution time, increasing the productivity of contact centers and improving customer satisfaction.

Sonam is a technology enthusiast who strongly believes in solving business problems by leveraging technology. She is the Marketing and Presales consultant for Flooresense.