Assignment # 1

Module: Managing Airline

Submitted by: - Saud Ali Saif

Reg no: - 70072437
Semester: - 7-A
Submitted to: - Sir M. Ali Sheikh

Date: 14/11/2020
How can airlines gather actionable insights from Social Media to improve
customer loyalty?
Airlines have a tendency to put social media into its own departmental silo, sometimes with
disastrous effects. On the operational side, silos reduce efficiency, waste resources, and hurt
productivity. Even worse, they impact customers by preventing airlines from providing
consistent service at every touchpoint in the consumer’s buying journey.

Between ads, social platforms, websites, and blogs, the path to purchase has become increasingly
fragmented, but customers still expect consistency from brands. Today’s customers are looking
to develop more personal connections through social media and for a better digital customer
experience as a whole. But very few airlines are engaging deeply with their customers across
channels; instead, they are relying on random one-off posts to broadcast their messages. 

Engage in a variety of ways

Ask questions, post polls, host contests, and provide interactive content. Copenhagen Airport is
on the cutting edge of customer engagement with its augmented reality location-based app. The
app is designed to help users navigate its terminals and was one of the world’s first indoor AR
applications.

Embrace video

Rather than only investing in big-budget productions, create bite-sized videos that speak
specifically to a custom audience. Videos are also an innovative and effective approach to
humanizing your brand during a crisis. Southwest Airlines did just this with a special Mother’s
Day post:

 Leverage the power of the crowd

Drive questions to an online community or self-service knowledge base. At London Gatwick,

screens within the terminals display the airport’s live Twitter feed. This high visibility allowed
passengers and guests to answer one another’s tweets, in addition to customer service agents.
With peer-to-peer support, your customers will gain knowledge and insight while getting advice
from those they trust most — other customers. As an added bonus, this type of support is the
most affordable way to satisfy customer inquiries.
How can airlines use Social Media to better understand how to enhance
customer service?
Filtering social media on popular terms such as ‘bad service’, ‘cancel’, or ‘delayed’ can help
airlines to pinpoint what issues customers are facing and how they feel about it. With this data,
airlines can understand what the customers’ expectations are. The crux of dealing with these soft
costs is being proactive and reaching out to passengers before issues escalate.

When airlines have a general sense of customer sentiment, it’s time to start working on a
strategy. However, the data that airlines collect after travel delays help to develop these policies.
Social Media today offers the perfect platform for interacting with customers and making them
happy by:

Set up a Voice & a Persona

 Use a unique voice in all your social media platforms.

 Use the same style of writing.
 Answer in the same manner.

Listen & Respond

Social media gives the opportunity to hear what customers have to say first hand. In addition,
they enable them to listen and communicate with them on a personal basis.

Social Media Analytics

The data you’re able to collect through social media is immensely important and can serve to
improve your social media customer experience.

Create & Publish Informative Content

 Create entertaining videos and tutorials on the topics they’re most interested in

 Show them how to book a flight, check-in on an airport, or organize their trip
 Put together posts with useful information they might actually need
 Set up a FAQ section and publish answers in a fun and entertaining manner
How can airlines use Social Media for Qualitative & quantitative Research?
Airlines use social media as a channel for traditional market research methods, such as:

 Recruiting for surveys, focus groups and research panels.

 Polling online communities.
 Online interviewing.
 Asking for suggestions.

By using a “Netnographical” approach:

Netnography (internet + ethnography) is a qualitative and explorative research approach to
analyze customer dialogue in online communities in order to gain actionable insights.

 It involves content analysis and text mining in social media communities.

 Unlike structured interviews and focus groups it is unbiased and non-intrusive.
 It is mainly comprised of exploratory and inductive.