首页 > 资料专栏 > 经营 > 运营治理 > 其他资料 > 2017年航空业指标报告_英文版

2017年航空业指标报告_英文版

亚洲卫星
V 实名认证
内容提供者
热门搜索
航空业 航空报告
资料大小:1213KB(压缩后)
文档格式:WinRAR
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2018/9/30(发布于北京)

类型:积分资料
积分:25分 (VIP无积分限制)
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
The Conversocial Airline
Benchmark Report
Who’s winning, who’s lagging and who’s exceeding
expectations at social care
The Conversocial Airline Benchmark Report
conversocial | @conversocial 2
Report Contents
Key Findings: Leaders and Laggers
Your travelers’ lives are social, but is your customer care stuck in the past
Airline Performance Report
Flying Forward: The Future of Social Care for the Airline Industry
Appendix
CH 1
CH 2
CH 3
CH 4
CH 5
Resolve 100% of customer issues securely,
quickly, and at scale
84% of brands are increasing their investments in
customer experience technologies.
(Gartner)
31% of customers turn to social media to make
pre-sales inquiries.
(Institute of Customer Service)
Consumers now spend 50% more time online and
90% of that growth is due to mobile apps.
(Comscore)
A resolved negative tweet leads to 3x more revenue
potential than a positive tweet.
(Twitter)
43% of airlines cite delivering customer service via
social media as their top priority for 2018.
(Simplifying)
92% of future travelers are interested in using
their own device infight for wif or entertainment.
(GoGoAir)
This report is for airline executives who are working to
deliver improved customer service for their customers.
The Conversocial Airline Benchmark Report
conversocial | @conversocial 3
Meeting Customer Expectations
North American carriers had a lower average response time of 20 mins 1s—compared
to the EMEA average response time of 1 hour 41 mins. Yet, North American carriers had
an average responsiveness of 22.39% over social, compared to 28.07% of EMEA airlines.
Despite EMEA airlines taking charge when it came to responsiveness on social, they took
longer to engage and respond to incoming customer questions over Twitter.
Social Care at Scale
On average, EMEA Airlines made 3 responses per hour in comparison with North
American carriers, which delivered over three-fold the amount at 11 responses per hour.
North American airlines also experienced 66% more direct @ mentions than their EMEA
counterparts. Dealing with volumes at scale is critical to in-the-moment issue resolution,
and from our analysis, a more pressing issue for North American airlines.
Real Time Issues Resolution
All 10 North American airlines—compared to 6 out of 10 EMEA airlines—hit the industry
benchmark of response speed of under an hour. Armed with their smartphones, social
channels ablaze, the empowered customer has a louder voice than ever before. Airlines
must create meaningful and efective relationships with their customers by listening,
engaging and resolving at the desired customer touch points.
Most
responsive
Best mean
response time
Least
Responsive
Worst mean
response time
Industry
average
responsiveness
Industry
average mean
response time
North American
Airlines
32.6%4 mins 50s10.3%1 hr 34 mins
22.39%20 mins 1 sec
EMEA Airlines
50.5%9 mins 15s13.4%5 hrs 33 mins
28.07%1 hr 41 mins
Chapter 1
Key Findings:
Leaders and Laggers
The Conversocial Airline Benchmark Report
conversocial | @conversocial 4
A long time has passed since social burst onto the customer service scene, primarily as
an escalation channel. Within the last few years, we’ve seen social evolve to consolidate
its rightful place within the contact center, establishing frm roots as a viable and mature
service pathway. For many, particularly travelers, social is the frst port of call when it comes
to seeking customer support. So for the airline industry, where good service is seen as
paramount to the full-service experience, ofering social care at scale is business critical.
In a competitive market, where very little sets you apart from your competitors, providing
airtight customer service over digital pathways can be what keeps you fying high.
However, even over the course of the last year, the landscape of digital customer service
has evolved signifcantly. The maturation of social has resulted in airline passengers
increasingly turning to more private resolution through social messaging channels such
as Facebook Messenger and Twitter DM. Messaging is a transformational service channel
and customers are beginning to realize that it delivers a direct, if not more personalized
service pathway than public venting. Nonetheless, the premise for social care remains the
same—the modern traveler of today expects to be able to reach a customer care team
24/7 in their preferred channel of their choice. Efortless, efcient and in-the-moment
resolutions are key to meeting the modern demands of airline travelers.
Therefore, the new competitive advantage for airlines is humanity in service, at all
customer touch points. This means arming front line staf, breaking down internal silos
and allowing social to inform business decisions. Airlines that are attempting to capture,
understand, and win the travelers of 2018 are faced frst with the prospect of having to
initiate a personalized experience.
Chapter 2
Your travelers’ lives are
social, but is your customer
care stuck in the past
The Conversocial Airline Benchmark Report
conversocial | @conversocial 5
Findings from Conversocial
An internal analysis of three Conversocial airline partners found a notable shift in the
channels receiving the highest customer volumes. Over a period of 6 months, between
March–August 2017, Facebook Messenger volume more than doubled for the three
Conversocial’s airline partners in question (compared to the previous 6-month period),
and Messenger volumes saw a +10% compounded monthly growth rate. During this same
period, Conversocial also measured a 50% increase in incoming volumes of Twitter DMs
from airline travelers.
Although these increases can be attributed to airlines promoting private social messaging
as a customer care channel, this ultimately refects the prolifc trend of private messaging
channels eclipsing social media networks as the frst-choice pathway for social resolution.
These maturing channels, which include Messenger, Twitter DM and SMS are designed
to support 1-2-1 private resolution whilst your customer is experiencing your brand in-the-
moment. This positive shift is an ongoing signal of the market maturity of social care.
Messenger volume for Conversocial’s airline partners has more than doubled in the last 6 months,
which is reinforced by 10% compounded monthly growth.
Messaging is evidently shaping the landscape of social customer service. Airlines shouldn’t
just cruise on autopilot when it comes to servicing their social fiers—messaging needs to
take precedence in a customer service strategy if you are to successfully serve your passen-
gers. It is time for airlines (if they have not already done so) to align with the demands of
their passengers by actively promoting private messaging as a customer care channel.
In this report we provide a benchmark of the top 20 airlines, analyzing their social maturity,
as well as looking towards the future of social customer service in the Airline industry.
MarchAprilMayJuneJulyAugust
70,000
60,000
50,000
40,000
30,000
Private Messages
Facebook
Private
Messages
(Mar–Aug)
for Airline
Customers,
2017
。。。以上简介无排版格式,详细内容请下载查看