1、The Conversocial Airline Benchmark Report Whos winning, whos lagging and whos exceeding expectations at social care? The Conversocial Airline Benchmark Report | conversocial 2 Report Contents Key Findings: Leaders and Laggers Your travelers lives are social, but is your customer care stuck in the pa
2、st? 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 cus
3、tomers 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 cit
4、e delivering customer service via social media as their top priority for 2018. (Simpliflying) 92% of future travelers are interested in using their own device inflight for wifi or entertainment. (GoGoAir) This report is for airline executives who are working to deliver improved customer service for
5、their customers. The Conversocial Airline Benchmark Report | conversocial 3 Meeting Customer Expectations North American carriers had a lower average response time of 20 mins 1scompared to the EMEA average response time of 1 hour 41 mins. Yet, North American carriers had an average responsiveness of
6、 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 comp
7、arison 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
8、, a more pressing issue for North American airlines. Real Time Issues Resolution All 10 North American airlinescompared to 6 out of 10 EMEA airlineshit the industry benchmark of response speed of under an hour. Armed with their smartphones, social channels ablaze, the empowered customer has a louder
9、 voice than ever before. Airlines must create meaningful and effective 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 Indus
10、try 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 4 A long time has passed
11、 since social burst onto the customer service scene, primarily as an escalation channel. Within the last few years, weve seen social evolve to consolidate its rightful place within the contact center, establishing firm roots as a viable and mature service pathway. For many, particularly travelers, s
12、ocial is the first 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, offering social care at scale is business critical. In a competitive market, where very little sets you apart from your comp
13、etitors, providing airtight customer service over digital pathways can be what keeps you flying high. However, even over the course of the last year, the landscape of digital customer service has evolved significantly. The maturation of social has resulted in airline passengers increasingly turning
14、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 pre
15、mise for social care remains the samethe modern traveler of today expects to be able to reach a customer care team 24/7 in their preferred channel of their choice. Effortless, efficient and in-the-moment resolutions are key to meeting the modern demands of airline travelers. Therefore, the new compe
16、titive advantage for airlines is humanity in service, at all customer touch points. This means arming front line staff, 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 first wi
17、th 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? The Conversocial Airline Benchmark Report | conversocial 5 Findings from Conversocial An internal analysis of three Conversocial airline partners f
18、ound a notable shift in the channels receiving the highest customer volumes. Over a period of 6 months, between MarchAugust 2017, Facebook Messenger volume more than doubled for the three Conversocials airline partners in question (compared to the previous 6-month period), and Messenger volumes saw
19、a +10% compounded monthly growth rate. During this same period, Conversocial also measured a 50% increase in incoming volumes of Twitter DMs from airline travelers. Although these increases can be attributed to airlines promoting private social messaging as a customer care channel, this ultimately r
20、eflects the prolific trend of private messaging channels eclipsing social media networks as the first-choice pathway for social resolution. These maturing channels, which include Messenger, Twitter DM and SMS are designed to support 1-2-1 private resolution whilst your customer is experiencing your
21、brand in-the- moment. This positive shift is an ongoing signal of the market maturity of social care. Messenger volume for Conversocials airline partners has more than doubled in the last 6 months, which is reinforced by 10% compounded monthly growth. Messaging is evidently shaping the landscape of
22、social customer service. Airlines shouldnt just cruise on autopilot when it comes to servicing their social fliersmessaging needs to take precedence in a customer service strategy if you are to successfully serve your passen- gers. It is time for airlines (if they have not already done so) to align
23、with the demands of their passengers by actively promoting private messaging as a customer care channel. In this report we provide a benchmark of the top 20 airlines, analyzing their social maturity, as well as looking towards the future of social customer service in the Airline industry. MarchApril
24、MayJuneJulyAugust 70,000 60,000 50,000 40,000 30,000 Private Messages Facebook Private Messages (MarAug) for Airline Customers, 2017 The Conversocial Airline Benchmark Report | conversocial 6 Beyond simply solving customers problems, social and digital channels offer a unique way for Airlines to act
25、ually enhance the travel experience. Using our custom built Twitter Tracker we analyzed the Twitter activity of 20 leading airline companies, analyzing the geographic differences between North America and EMEA. We measured: What volume they see on a weekly basis How responsive the Twitter account is
26、 How long on average they take to respond Whether the operation strives to achieve in-channel resolution Whether the company shows proactive support for service over social *We used the Twitter Search API to find mentions (up to 2001 max) of each Twitter handle from October 5th8th 2017. We then gath
27、ered and matched the replies to those mentions and calculated the time taken in each case, excluding the slowest 5% of tweets (which can otherwise disproportionately affect the results). Chapter 3 Airline Performance Report Most responsive Best mean response time Least Responsive Worst mean response
28、 time Industry average responsiveness Industry average mean response time North America 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 The Conversocial Airline Benchmark Report | conversocial 7 Making service on social
29、 channels accessible and known How responsive an airline is over social is critical to demonstrating the viability of that channel to travelers. If a customer glances over an airlines social account and sees regular and timely responses, they will feel more confident in reaching out on that channel.
30、 Companies can increase that confidence by actively directing customers to their social channels via confirmation emails, in-app promotion and at airline check-in gates, for example. With an industry average responsiveness of 25.23%, airlines show clear appreciation of the importance social plays in
31、 customer service (this is also an increase from last years industry average of 21%). North American AirlinesEMEA Airlines ResponsivenessResponsiveness 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% SouthwestAir Delta AmericanAir United WestJet VirginAmerica SpiritAirlines JetBlue AlaskaAir AirCanada Ave
32、rage 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% VirginAtlantic KLM EmiratesSupport Ryanair easyJet Lufthansa FinnairHelps EtihadHelp qrsupport Icelandair Average A few airlines do exceed expectations, taking this to the next levelAmericanAir (32.6%), Delta (31.3%), EthiadHelp (50.5%), EmiratesSupport
33、 (48.7%), qrsupport (46.7%) and VirginAmerica (26.7%). Within the airline industry, the pros and cons of separating out your service handle from your brand is a topic that has been open for debate. Our analysis shows the benefits of having a separate service handle, with our leaders in responsivenes
34、s (EthiadHelp, EmiratesSupport, qrsupport) all offering social care over Twitter with a separate service handle. However, here at Conversocial we advocate consolidating service under one brand handle. Care is synonymous with the airline industry, therefore it should be part of your social brands ide
35、ntity. The Conversocial Airline Benchmark Report | conversocial 8 Making sure first response time is swift and efficient Being responsive is an important first step to full issue resolution; however, speed of response is still a key driver of customer satisfaction. Even when an issue cannot be resol
36、ved immediately, its important that a service representative shows the customer and everyone who might see the interactionthat the company has heard them and is working on a solution. From our results, its clear that AlaskaAir, JetBlue and VirginAmerica have all adopted a “rapid response” strategy,
37、with the majority of airlines following suit. There are, however, industry laggers, for example, Finnair with a mean response time of 5 hrs 33 mins and United with a response time of 1 hr 34 mins. JetBlue4mins 50s VirginAmerica4mins 56s AlaskaAir5mins 10s SouthwestAir6mins 36s AirCanada9mins 1s West
38、Jet10mins 47s SpiritAirlines14mins 15s AmericanAir 20mins 19s Delta31mins 4s United1hr 34mins Average20mins 1s Lufthansa9mins 15s EtihadHelp11mins 21s Ryanair16mins 23s Icelandair19mins 57s VirginAtlantic20min 37s KLM20min 0s qrsupport1hr 39mins EmiratesSupport3hrs 39mins easyJet4hrs 17mins FinnairH
39、elps5hrs 33mins Average1hr 41 mins North American AirlinesEMEA Airlines Average Response TimeAverage Response Time The Conversocial Airline Benchmark Report | conversocial 9 Flying above and beyond customer expectations The nature of the airline industry is one where you are always pressed for time.
40、 Efficiently resolving an issue on social can mean the difference between missing and making a flightthe minutes truly count. Issues with travel are often in the moment; therefore, a response must be in real time in order to serve the fast-paced demands of the traveler. Social care teams that are ab
41、le to provide both a seamless yet fast service, will be the ones to reap the rewards with increased brand advocates and equity on social. However, this level of response time will need a dedicated 24/7 team structure. Brands that strive to deliver fast social resolution, such as Virgin America (99.7
42、0% 1 hour), would probably be most confident in adopting this tactic in order to showcase their impressive response times. Yet, Qatar Airways would most likely consider it a risky PR move due to their more turbulent response rate (47.60% 1 hour), which is significantly lower than the EMEA airline av
43、erage (70.15% 1 hour). % Responses Under an Hour North American Airlines % Responses Under an Hour EMEA Airlines AmericanAir (99.5%) Lufthansa (98.6%) Delta (85.3%) Ryanair (90.1%) SouthwestAir (99.4%) EasyJet (38.2%) United (59.9%) FinnairHelps (29.2%) JetBlue (98.3%) EmiratesSupport (30.7%) Alaska
44、Air (99.2%) KLM (91%) Icelandair (86.6%) WestJet (94.9%) AirCanada (94.2%) EtihadHelp (97%) VirginAmerica (99.7%) VirginAtlantic (92.5%) SpiritAirlines (91.7%) qrsupport (47.6%) Average (92.21%) Average (70.15%) 100% 80% 60% 40% 20% 100% 80% 60% 40% 20% The Conversocial Airline Benchmark Report | co
45、nversocial 10 For airlines, a clearly defined SLA is important to outline in order to avoid confusion over service targets and ensure all agents understand what they need to achieve to reach a high level of service. Its crucial that you are able to measure metrics and performance against SLAs in rea
46、l-time to meet the in-the-moment demands of your passengers. Justifying a change in handling or response times is hard unless you can match them up with changes in volume over social channels. Even during times of change, such as natural disasters or extreme weather conditions, which can lead to a s
47、udden surge in volume, you need to be able to reallocate resources in order to bring the SLA down. This will also allow you to analyze passengers preferred service channels. If you are seeing a drop-off in public social inquiries, but the same inbound service volumes, its safe to assume your custome
48、rs are reaching out over more private channels such as SMS, Facebook Messenger and Twitter DM. This will mean a greater allocation of resources to these channels, as they will also need to be managed by social agents with a differing skill set to ensure social operations remain scaled. How to remain
49、 human as social customer service scales and customers demand more Understanding your passengers most common queries and recognizing their favored channels when it comes to seeking social resolution, is crucial for airlines that want to map customer lifecycle stages and measure incoming social volumes. It will allow you to position your social customer care team, ready and prepared to resolve any service inquiry that may come their way. As the importance of serving social passengers in a timely fashion beco
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