Using social media as a means of customer service has become extremely normalized. Customers have become accustomed to the formula of getting assistance from businesses: post loudly on their channels until a customer service representative responds to your issue. Given social's transparency and visibility, there are high stakes regarding how quickly and how sufficiently customer service representatives handle customers' inquiries. United recognized that simply having a strong customer service presence on social media is no longer industry-leading. We wanted to improve the customer experience by also using our social media accounts to recognize positive events in customers' lives. We wanted to take our customer service presence further than social media by integrating it into the real world for our customers.
With the sheer volume of social media posts, customers sometimes feel like their voices get easily drowned out. So we worked to recognize loyal customers and provide them with extraordinary experiences that demonstrate how United listens and uses social media to improve their experiences offline as well.
With thousands of passengers traveling daily and numerous external factors affecting flights, airlines inevitably encounter challenges. For United, social media is often the way in which we receive word of problems customers experience. In addition to addressing these problems and collecting feedback, we saw our social media channels as the opportunity to turn a negative post into an overall positive experience by going above and beyond with our customer service.
By using social media for customer service both online and off:
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