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The Conversocial Airline Benchmark Report
conversocial | @conversocial 2
Report Contents
Key Findings: Leaders and Laggers
Your travelers’ lives are social, but is your customer care stuck in the past
Airline Performance Report
Flying Forward: The Future of Social Care for the Airline Industry
Appendix
CH 1
CH 2
CH 3
CH 4
CH 5
Resolve 100% of customer issues securely,
quickly, and at scale
84% of brands are increasing their investments in
customer experience technologies.
(Gartner)
31% of customers turn to social media to make
pre-sales inquiries.
(Institute of Customer Service)
Consumers now spend 50% more time online and
90% of that growth is due to mobile apps.
(Comscore)
A resolved negative tweet leads to 3x more revenue
potential than a positive tweet.
(Twitter)
43% of airlines cite delivering customer service via
social media as their top priority for 2018.
(Simplifying)
92% of future travelers are interested in using
their own device infight for wif or entertainment.
(GoGoAir)
This report is for airline executives who are working to
deliver improved customer service for their customers.
The Conversocial Airline Benchmark Report
conversocial | @conversocial 3
Meeting Customer Expectations
North American carriers had a lower average response time of 20 mins 1s—compared
to the EMEA average response time of 1 hour 41 mins. Yet, North American carriers had
an average responsiveness of 22.39% over social, compared to 28.07% of EMEA airlines.
Despite EMEA airlines taking charge when it came to responsiveness on social, they took
longer to engage and respond to incoming customer questions over Twitter.
Social Care at Scale
On average, EMEA Airlines made 3 responses per hour in comparison with North
American carriers, which delivered over three-fold the amount at 11 responses per hour.
North American airlines also experienced 66% more direct @ mentions than their EMEA
counterparts. Dealing with volumes at scale is critical to in-the-moment issue resolution,
and from our analysis, a more pressing issue for North American airlines.
Real Time Issues Resolution
All 10 North American airlines—compared to 6 out of 10 EMEA airlines—hit the industry
benchmark of response speed of under an hour. Armed with their smartphones, social
channels ablaze, the empowered customer has a louder voice than ever before. Airlines
must create meaningful and efective relationships with their customers by listening,
engaging and resolving at the desired customer touch points.
Most
responsive
Best mean
response time
Least
Responsive
Worst mean
response time
Industry
average
responsiveness
Industry
average mean
response time
North American
Airlines
32.6%4 mins 50s10.3%1 hr 34 mins
22.39%20 mins 1 sec
EMEA Airlines
50.5%9 mins 15s13.4%5 hrs 33 mins
28.07%1 hr 41 mins
Chapter 1
Key Findings:
Leaders and Laggers
The Conversocial Airline Benchmark Report
conversocial | @conversocial 4
A long time has passed since social burst onto the customer service scene, primarily as
an escalation channel. Within the last few years, we’ve seen social evolve to consolidate
its rightful place within the contact center, establishing frm roots as a viable and mature
service pathway. For many, particularly travelers, social is the frst port of call when it comes
to seeking customer support. So for the airline industry, where good service is seen as
paramount to the full-service experience, ofering social care at scale is business critical.
In a competitive market, where very little sets you apart from your competitors, providing
airtight customer service over digital pathways can be what keeps you fying high.
However, even over the course of the last year, the landscape of digital customer service
has evolved signifcantly. The maturation of social has resulted in airline passengers
increasingly turning to more private resolution through social messaging channels such
as Facebook Messenger and Twitter DM. Messaging is a transformational service channel
and customers are beginning to realize that it delivers a direct, if not more personalized
service pathway than public venting. Nonetheless, the premise for social care remains the
same—the modern traveler of today expects to be able to reach a customer care team
24/7 in their preferred channel of their choice. Efortless, efcient and in-the-moment
resolutions are key to meeting the modern demands of airline travelers.
Therefore, the new competitive advantage for airlines is humanity in service, at all
customer touch points. This means arming front line staf, breaking down internal silos
and allowing social to inform business decisions. Airlines that are attempting to capture,
understand, and win the travelers of 2018 are faced frst with the prospect of having to
initiate a personalized experience.
Chapter 2
Your travelers’ lives are
social, but is your customer
care stuck in the past。。。以上简介无排版格式，详细内容请下载查看