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Best Practices for Amazing Customer Experience
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BEST PRACTICES FOR AMAZING CUSTOMER EXPERIENCE NetBase Webinar
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Transcript of Best Practices for Amazing Customer Experience
BEST PRACTICES FOR AMAZING CUSTOMER EXPERIENCE
NetBase Webinar
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Agenda
Anna Startseva Product Marketing [email protected]
@AnnaStartse
Jami Blackburn Marketing Manager [email protected]
@jami_blackburn
① Which airlines are gaining consumer confidence
② What’s at the core of an amazing customer experience with air travel
③ Best practices for customer experience and PR crisis management
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Let’s take a look at the airline category
See your brand’s social performance and competitor’s to discover:
• Who’s the most social brand?
• Who’s winning consumer confidence?
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NetBase category analysis
Virgin America
JetBlue
Southwest Airlines
American Airlines
United Airlines
Delta Airlines
US Airways
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• US Airways is the
most social brand
with over 1.3 million
mentions
• Trend shows volume
of mentions over time
See mentions and share of voice
Virgin America
JetBlue
Southwest Airlines
American Airlines
United Airlines
Delta Airlines
US Airways
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Virgin Airlines flies high
• Net Sentiment measures how
much consumers like the brand
on a scale from -100% to 100%
• Passion Intensity measures the
amount of strong emotions,
scaling from 0 to 100
• People are most passionate
about Virgin America and Delta
Airlines
• US Airways is the least liked
according to social media
Virgin America
JetBlue
Southwest Airlines
American Airlines
United Airlines
Delta Airlines
US Airways
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Brand Passion Index™ for airlines
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Go deeper to discover common causes of complaints
• Travel Complaints and
Delays and Cancellations are
top reasons for customer
complaints
• US Airways and United had
the largest number of
complaints over the last 2
years
• US Airways has the largest
number of people
complaining about poor
service
Travel Complaints
Delays & Cancellations
Luggage
Poor Service
Delta American Southwest JetBlue US Airways United
Virgin
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What makes Virgin America stand out?
• It’s amazing customer service that puts Virgin America above others
• People love the service and
cheeky marketing
Emotions
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What makes Virgin America stand out?
“The key is to set realistic customer expectations, and then not to just meet them, but to exceed them – preferably in unexpected and helpful ways.”
– Richard Branson
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Give customers reasons to love your brand
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US Airways is leading for social Share of Voice, but it’s not always positive
• 1.3M mentions last year
• Very active on social
Top Authors
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US Airways’ Social media fail
Avg. Mentions: 20,000
Monday, Apr 14, 2014 Mentions: 213,214
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• Accurate conversation monitoring and responses with NetBase Engage and Publish
• E&P helps avoid social media mishaps with routing queues, response templates, and approval checks
Engagement & Publishing helps manage social media
Sara Colon @sarahcolon
Alli Simpson @allisimpson
@ USAirways
@ USAirways
@ USAirways
Tyler Oakley @tyleroakley
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Easy Assignments and Checks
Sara Colon @sarahcolon
Alli Simpson @allisimpson
@ USAirways
@ USAirways
@ USAirways
Tyler Oakley @tyleroakley
Tyler Oakley @tyleroakley
@USAirways II’m stuck at the airport and my luggage is lost. I want to get home and no one is helping me. Please help.
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Negative spike due flight delay
• A spike due to a consumer complaint
• See who’s talking to
determine VIP status that will inform how fast you need to respond
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Alerts sent to you, so you can take action
Get alerts with info on:
• When the event starts • Amount of activity • Most shared links and
terms
Negative post driving conversation
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Customize Triggered Alerts
Unusual Amount of social activity good or bad
Strength Stamina
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Brand Passion Index™ for airlines
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Why is Delta getting so much hate?
• Poor customer service towards wounded US soldier
• Emotions word cloud surfaces “humiliate”
• Story first appeared in 2011, but keeps garnering attention
• 99% of all posts are on social networks like Facebook
SOURCES
EMOTIONS
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Food & Beverage Retail Media, Sports & Entertainment
Technology
CPG
Other
Social for actionable business insights
① Which airlines consumers love
② What’s at the core of an amazing customer experience
③ Best practices for customer experience and PR crisis management
Questions
• Request a demo: 855-762-6764 or [email protected]
• Learn more at NetBase.com
• @NetBase
