American Airlines

How American Airlines developed its approach to social customer service

American Airlines’ approach to social has undergone a huge period of transition in the past few years.

The evolution came thanks to a new strategy that was aimed at developing social as a responsive, efficient customer service channel.

At Socialbakers’ Engage NYC event today American Airlines’ social communications analyst Katy Phillips described how and why the company’s approach to social had developed since 2011.

Up until two years ago American’s social channels were handled in partnership with a PR firm, however it was felt that in order to properly resolve customer service queries social needed to handled exclusively in-house.

Online communities can learn from tribal organization models

Digital marketers have spent the better part of the last decade studying trends in media consumption, and many analysts have made comparisons of social media platform users to tribes.

Phrases like “neo-tribe” and “digital tribes” have, in some corners, become popular descriptions of the individuals who have banded together in groups and built communities around communications software.

But, what is a tribe? How do they work? And what can digital marketers learn from studying them?  

I have been devloping a series of reports exploring the concept of tribes in a digital world as part of the Digital Vision project run by Econsultancy, an effort to help new thought leaders get their insight out into the digital marketing world. My third report, Digital Tribes 3: Organization (released today), highlights how tribal organization models can support online communities.

Is Twitter creating a VIP customer service channel?

Order something online from your favorite retailer only to receive the wrong product? Stuck at a crowded airport after multiple flights were cancelled?

In a perfect world, the common occasional mishaps that are to be expected when engaged in commerce wouldn’t be such a big deal. They’d be resolved appropriately and quickly with little effort. Unfortunately, we don’t live in a perfect world and such mishaps are frequently just the start of a major headache that is caused by poor customer service.

American Airlines fires an employee for…customer engagement

Imagine for a moment that you’re the CEO of American Airlines (AA). A customer named
Dustin Curtis comes to the conclusion that your website sucks after
booking a flight on it and finding the process to be a “horrific
displeasure”.

A UX designer by trade, Curtis takes it upon himself to redesign your
website’s homepage and provide some suggestions. All at no cost, of
course. He publishes this as a blog post that begins, “Dear
AmericanAirlines
“. Shortly thereafter, the UX designer receives an
email
from an AA employee who does UX design for your company.

American Airlines: Too many executives in the kitchen

The multiple layers and executives involved at a large corporation can often inhibit innovation. But in the case of American Airlines, they recently got an online awakening that their business structure was affecting their website and the way that people interact with their brand. Designer Dustin Curtis took their site into his own hands when he got frustrated with American’s user interface.

Curtis posted an open letter to the company to show them the future of what their website could look like. He wrote: