Why Twitter is airlines’ default customer service tool
New research from Twitter shows users who received personal
responses from airlines on the social network were more willing to recommend
the company and shell out extra money for a ticket in the future, underscoring
the social application’s cachet among travelers.
Twitter users send approximately 100,000 inquiries and
concerns to major United States airline accounts each month, transforming the
social hub into a de facto customer service vehicle. The social network’s
recent study, done in conjunction with Applied Marketing Science, affirmed that
customer interaction does indeed pay off, both literally and figuratively
speaking.
“Given the continued growth and evolution of social media, I
think any company concerned with its reputation should dedicate some portion of
its customer relations expense to near-real-time customer interaction,” said
Ryan Williams, vice president of travel at Millward Brown Digital. “I suspect
Twitter is not the only social media channel brands have utilized to improve
consumer perception.”
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