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In the past month I had a bad experience with British Airways.
In short, I left my iPad on a plane and it took six days for them to find it and charge me for its safe return.
This post is more about the way BA handled my issues both online and offline and how there are a lot of flaws in its customer service and social media management.
I’ll write about my experience as objectively as possible while still providing actionable tips.
53% of customers who ask a brand a question on Twitter expect a response within one hour.
However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.
These stats come from the latest research by Lithium Technologies and perhaps contradicts the previously held notion that just 11% of people expect to receive customer service via social media.
While scouring the internet for ideas and information I often stumble across interesting and innovative social campaigns that deserve to be highlighted to the masses.
Until now we didn’t have a forum in which to share these examples, so this is my first attempt at rounding up some of the most interesting campaigns that have launched in the previous month or so.
Travel aggregator sites dominate airline brands for both natural and paid Google rankings, according to a new report looking at search visibility.
The analysis by Searchmetrics also found that brands achieving high natural search rankings are taking the opportunity to limit their investment in PPC.
The study is based on analysis of how airline brands performed on Google for the 1,439 most popular search terms relating to flights. It examines results for the US, France and Germany, but for this post I’ll focus on the UK results.
User experience is a key differentiator in ecommerce as if the process of buying something from a website is enjoyable and convenient then it encourages customer loyalty.
To an extent, it can even overcome the natural consumer urge to find the lowest price.
However for most consumers cost is still the most important factor when making a purchase, as evidenced by new traffic stats from Ryanair.
A study by SimilarWeb into traffic volumes for several airlines found that Ryanair consistently outperforms EasyJet and British Airways despite its obvious contempt for UX and customer service.
We written a number of posts about the shoddy UX on Ryanair’s site, including its hidden costs, irritating upselling, and lack of a mobile site, yet customers are still obviously attracted by the airline’s low prices.
Alternative payment methods are pretty much the hottest topic around, and last week EE previewed its new NFC smartphone wallet. Retailers, however, are pretty adamant NFC wallets are not worth their time.
At the same time, marketers are still plugging away with new advertising campaigns using NFC technology to deliver content. Is this anything other than a fad?
In this post I look at the uses of NFC, assess some recent campaigns, and ponder what the future holds. (Major hat tip to NFC World, where I found a bunch of the campaign info).
For the last month we've been bringing you some exciting campaigns and creative, shortlisted for The Digitals 2013.
Here are five more, from the social media category.
I've included some of the hard results of the work, as so often our readers are interested in the numbers involved. Enjoy!
Copywriting is an important part of a company’s image, as it helps to define the consumer perception of the brand personality.
For example, Innocent Smoothies uses quirky, light-hearted copy to portray a caring, friendly brand image.
But to what extent can copywriting really impact the consumer perception of a brand when they are already familiar with the business?
Brand language consultancy The Writer investigated this topic by testing people’s reaction to a series of customer scenarios.
2,000 consumers blind-tested writing samples from three airlines and three retailers, as well as an invented sample for each scenario.