Air Canada is Canada’s largest full-service airline. Their commitment to good customer service was put to the test last December when an unexpected winter storm shut down London’s Heathrow Airport. But the team at Air Canada rose to the challenge and found a way to keep their customers informed and up to date.
CASE STUDY / AIR CANADA Snow Storms + Social Media How Air Canada Used Social Media To Help Customers was a dramatic spike in their online mentions as customers flocked to the Web. THE CHALLENGE Air Canada is Canada’s largest full-service airline. They know that keeping customers “Our customers wanted to know what was informed is a key part of good customer happening to their flight and their first reaction service. is to go online or contact our call centres,” said Mathieu Lagacé, Community Manager at Air That commitment to customer service was put Canada. “In situations like this social media to the test last December when an unexpected allow us to use new and different channels to winter storm shut down London’s Heathrow communicate operational updates in a timely Airport. When one of the busiest airports manner.” in the world shuts down during the busiest travel period of the year, it can create havoc for “As technology continues to develop and airlines and travellers alike. working with our social media monitoring provider Radian6 we will develop new ways Not surprisingly, online channels were key to communicate and remain engaged with our to getting the right information out to Air customers,” concluded John Reber, Air Canada’s Canada’s customers and quickly as possible. Director, Corporate communications. THE APPROACH For Air Canada, social media gives the THE RESULTS Air Canada interacted with thousands of company the ability to engage with their customers who needed to find information on customers, share information, and build a their flights or alternate travel arrangements. community with their customers. It isn’t just They responded in real time to help customers about the increasing their Twitter following and share the latest information on how the or “likes” on Facebook, it’s about finding stormy weather was affecting air travel. The ways to improve their customers’ experience “social phone” was ringing, and Air Canada was with Air Canada. That means the Air Canada able to answer. approach to social media brings together a number of departments, including corporate Customers were pleased that they had another communications, customer relations, call responsive channel to communicate with Air centers and marketing and promotions. Canada. “We knew we were on the right track when CBC News told travelers that for up to The Air Canada team leapt into action as the date information and travel advisories, they massive storm snarled air travel in the United should start following Air Canada on Twitter,” Kingdom and rippled around the world. There noted Lagace. www.radian6.com 1 888 6RADIAN (1 888 672-3426) Copyright © 2011 - Radian6
Pages to are hidden for
"Social Media and Snow Storms - How Air Canada used the social web to help customers"Please download to view full document