Increasingly, disappointed travelers are whipping out their smart phones and broadcasting an outraged tweet to the world. Travel brands must equip themselves to handle those concerns with the same speed and ease
Recently I read an interesting article on AdWeek where it is acknowledged that travelers have looked to the social web as a sounding board for complaints. It is true that airlines and travel companies have listened to, responded to, and in some cases made drastic changes as a result of tweets.
The article raises valid points about the speed and ease of use for consumers with social media at the ready. My one main concern, however, is that if we’re going to highlight what is happening in the world of complaint-making on social media, let’s also talk about the need for the travel brands to be well equipped at handling the concerns with the same level of speed and ease.
Are you listening?
A presence online does not equal social media listening, monitoring and engaging, and even if a brand is active in social, one cannot assume they’re rocking customer service issues via Twitter. So you signed up for a Twitter account? Big deal. Are you actively paying attention or is it just because the airline next door is doing it?
How are you listening?
If I waited all day for someone to tell me my zipper was undone, I may have noticed when I got in my car at the end of my work day. Instead, I tuned my ears to the giggling and eyes in my direction to figure out I was a hot topic of conversation. If you plan to wait around all day for someone to tweet @ you directly, it’s possible it will happen if your customers have something to say and want to address you. However, this is similar to the lineup at your customer service desk at the airport, or the toll-free number that your passengers are calling to voice their issues. Everyone’s doing that. What few people are doing is strategically listening for specific keywords.
With social media, when your customers talk about you on public spaces, you actually have a prime opportunity to eavesdrop. Just like at a cocktail party when you overhear news of someone’s upcoming adventures, you need to be at the right place at the right time. If your customers are hanging out at the punch bowl (or on Facebook pages), you should probably stick nearby and listen for mentions of how you’re doing. Bonus points if you’re brave enough to simply ask: “Hey, how are we doing? Please tell us”
Targeted listening cannot be preached enough. Maybe it’s because I’m not yet convinced that enough brands have caught on and are practicing this as fully as is possible. Listen for keywords about your brand. The abbreviated versions of your brand, the common ways your brand is misspelled, etc. Imagine the delight you will be responsible for when you wow your customer by proving them you listen.
What are you hearing?
So your name gets mentioned a lot lately. Now what? You need to assess and understand what the conversation is about. Why are you being talked about? Is it gratifying? Is it mortifying? Just as that conversation about you was aired publicly, so must you consider how you will answer as the general public may be as interested in your actions as the original poster. Sure, some conversations are better had privately, but acknowledging that you’re on it publicly shows more than just one person that you’re hearing what’s being said.
While some people and brands get their backs up at negative feedback, the real smart cookies value all sorts of comments. Some people pay big bucks to research and survey customers, and you’re getting honest-to-goodness, straight-from-the-heart freebies if you’ll just pay close attention.
What will you say?
Thanks. I hear you. We’re listening. Tell us more. No matter what you respond with, make it genuine and before hitting send or submit, ask yourself if it’s believable should the roles be reversed. 1998 called, and you are no longer able to hide behind text. Consumers are smart, they read right through your words and can feel your sentiment and intent better than you may realize. Be authentic. Be legit. Be warm.
Creative listening.
Customers and potential customers aren’t just disgruntled about things within your control. Recently, I had the privilege of being on the other side of an unplanned travel scenario that left my heart warmed by social media interactions from two well-known travel brands. My frustration was entirely the fault of Mother Nature. When I found myself waiting for a delayed-due-to-weather flight and contemplating an unplanned sleep-over in Montreal, I told Twitter my woes.
Special thanks to Delta Hotels and Air Canada for keeping me sane, and for listening to my travel grumbles along the way. To be perfectly fair? I was never upset with anyone – not even the snow. But these guys proved a point. Listening to my journey and responding as I traveled connected me.
@jenn_seeley Hello Jenn, we could all spend more time in Toronto! We hope you have a great flight to Moncton.
— Air Canada (@AirCanada) February 24, 2012
@jenn_seeley … and stay with us?
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— Delta Hotels(@DeltaHotelsLtd) February 24, 2012
Delta even knows my weaknesses! And when I am ready to book a room, I’m going to remember my awesome, positive interaction with Delta on Twitter. They listened creatively and as a result, I’m happy to tell the world how they engaged with me.
@jenn_seeley Ahh, ok. I’ll add that to my notes.
— Delta Hotels(@DeltaHotelsLtd) February 25, 2012
Bottom line.
If you’re not listening – or listening creatively – can you say for certain that your biggest competition is also tuned out? Are you going to let them get ahead and book more rooms? Or fill more seats on a plane? Or better still, have a higher rate of repeat business simply because they beat you in listening?
Feel free to brag about how awesome you’re listening – or being listened to – via social media in the comments section below!
Learn more about social media for the travel industry here and read our latest ebook, From Takeoff to Landing: How to Soar on the Social Web.
The post Telling It To Twitter: How The Travel Industry Should Listen appeared first on Salesforce Marketing Cloud.