It is no news that social media is crucial to the travel industry nowadays. A study has found that social media is an essential tool in the travel industry to create customer loyalty. However, social media should be used by companies to improve its relationship with customers and make them feel appreciated; instead of overwhelming with excessive advertising (Senders, Govers & Neuts, 2013).
The article from Forbes emphasises the importance of engaging the social media audience instead of offering products and services.
The Dutch airline KLM knows it very well. The airline implemented its Facebook and Twitter customer service back in 2010 when its customers started to communicate via social media channels due to the eruption of the Icelandic volcano Eyjafjallajökull. The airline embraced the social media opportunity; nevertheless, a simple communication service became a global social business strategy that remains successful today (Kane, 2014).
The company focus on providing appealing and good quality content to reach a global audience, which enables KLM to have worldwide followers. Although the engagement is highly appreciated, the distinguished customer service provided on their Facebook and Twitter pages is considered even more valuable to customers.
The following guide from Google is research of consumer trends that identify opportunities for marketers to connect with customers during their customer travel journey. It can be helpful to understand travellers and to better connect with them.
Furthermore, KLM knows that speed is a vital aspect of social media, so the company promises to respond questions 24/7 within one hour wait. An entire team is trained and dedicated exclusively to social customer service enquires, to reduce the waiting time and to engage with customers in real time if possible (Econsultancy, 2014).
KLM social customer service objective is that if the enquiry starts on social media, the company should sort it via social media (Econsultancy, 2014). Viewing that people are increasingly using their mobiles and social media apps, KLM opted to reinforce the customer service at social networks instead of expecting customers to use the company app (Econsultancy, 2016).
Following is a video explanation from the Facebook Messenger service that KLM started to offer in 2016.
The company does not use bots as it believes the human touch, although, the airline uses smart data to help agents with responses’ suggestions (Econsultancy, 2016).
The use of technology to improve the service provided goes even further: the company website includes a social login service which integrates social inquires to customers’ booking to speed the process. Customers can pay on Facebook and Twitter via social payment; payment link sends to the customer by KLM. Flights attendants can resolve social enquiries on the plane while using iPads (Econsultancy, 2014).
The effort is certainly paying off: the airline has been receiving excellent feedback from customers along the years, stating that the efficient social customer service is one of the reasons why they became customers and remain loyal (Econsultancy, 2014).
However, if you are dealing with customers, you are also dealing with complaints. The travel industry is no different, or better- customers complain even more about social media networks regarding travel products than any other product. It is up to the company, while dealing with the complaint, to turn it into an opportunity to show off outstanding customer service or to transform it into a public disaster (ABTA, 2017).
Dealing with complaints is not an easy task. ABTA give top tips on how to respond to customers complaints online.
KLM also knows the importance of meeting the demands of a global audience, as the airline offers customer service support in 10 languages across Facebook and Twitter, to facilitate the communication.
In a nutshell, companies must create an outstanding user experience to customers, meet their needs and aim to engage in real time (CIM, 2017). In the travel industry, customer engagement has been proved to increase customers’ trust, loyalty and positive impression regarding brands. Travel brands that provide valuable content to customers and build a relationship based on credibility can develop a strong reputation and to stand out from the crowd (Harrigan et al., 2017).
KLM approach of placing customers’ satisfaction at the core of its social customer service strategy is an example to be followed. It does seem that travel companies have a lot to learn from the airline.
References
ABTA (2017, August 17). Dealing with complaints via social media. Retrieved March 22, 2018, from https://abta.com/news-and-views/news/dealing-with-complaints-via-social-media
CIM (2017, April 18). Travel Marketing – Google research reveals all. Retrieved March 22, 2018, from https://exchange.cim.co.uk/editorial/travel-marketing-google-research-reveals-all/
Econsultancy (2014, May 01). How KLM nails social customer care. Retrieved March 22, 2018, from https://econsultancy.com/blog/64779-how-klm-nails-social-customer-care/
Econsultancy. (2016, October 11). How KLM uses bots and AI in ‘human’ social customer service. Retrieved March 22, 2018, from https://econsultancy.com/blog/68388-how-klm-uses-bots-and-ai-in-human-social-customer-service/
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609. doi:10.1016/j.tourman.2016.09.015
Kane, G. C. (2014). How facebook and twitter are reimagining the future of customer service. MIT Sloan Management Review, 55(4), 1-6. Retrieved from https://search-proquest-com.ezproxy.brighton.ac.uk/docview/1543709905?accountid=9727
Senders, A., Govers, R., & Neuts, B. (2013). Social Media Affecting Tour Operators Customer Loyalty. Journal of Travel & Tourism Marketing, 30(1-2), 41-57. doi:10.1080/10548408.2013.750993