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Customer Engagement Takes Off for American Airlines
For technical help dial 866.229.3239
#netbase #engagement #CX
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2
Today’s Speaker
Katy Phillips Senior Analyst, Social Communications @katyphillips
#netbase #engagement #cx
2013 Social Media Review
6/25/2014 Customer Engagement Takes Off for American Airlines Katy Phillips
@katyphillips
Our Digital Footprint
American Airlines Social Channels
4
Our Team Structure
5
Social Customer Experience
16 team members
Social Customer Engagement
4 team members
Social Analytics
1 team member
A Little History
6
2011
Today
1Q2014
Conversations
~1M mentions (AA+US)
2.8B impressions
24/7
#custserv
Foundation
2012
2013
Conversations
1,483,695
Team Structure
& Growth
Capture Relevant Data
Questions to Ask
• What is the volume of the conversation?
• Where is the conversation happening?
• Who is driving the conversation?
• What are the main themes of the conversation?
• What is the tone of the conversation?
7 #netbase #engagement #cx
Share Relevant Data
8
Educating • Road shows
• Regular reporting
• Presentations
Scaling • Social Customer Service began with 2 staff in
August 2011
• 17 staff in August 2013
• As team expanded, we added additional hours
Training • Created a formalized program
• Customer feedback
• Tone of voice and word choice
Engagement Examples
9 6/25/2014
Brand Ambassadors: Valenvines
10 6/4/2014
@JayLavendar
11 6/25/2014
Tips for Success
Take the Time to Put Structure in Place
• Identify the best tools
• Determine meaningful metrics
• Categorize and track your messaging
• Identify and reward your advocates
• Establish regular reporting
• Talk in the language of the group you are targeting
• Customer Care
• Marketing
• Executives
• Identify actionable data
• Optimize business strategies
12
13
Thank You! Questions?
@katyphillips
www.aa.com/social
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 14
Resources www.netbase.com - http://bit.ly/1jB945y
#netbase #engagement #cx