The air transport industry is a mix of extremes when it comes to control. There is a perfectly orchestrated coordination of 100,000 flights globally every day and the logistics that come with it. But then, it takes just one frustrated customer with a “bad experience” who records, shares, amplifies or even distorts it for the world to see. Within seconds, you can have a major brand reputation crisis at hand.
The digital customer service team bears much of the responsibility in times of a brand crisis. Digital and social channels are where many customers go to vent, and if the team isn’t ready to respond, a minor crisis can quickly escalate into a catastrophe for the brand.
What does next-generation digital customer service look like? How can you ensure that your team has the tools and processes to efficiently and effectively handle every customer interaction – with the resources you have? What should you build and plan for?
Key points for enabling you to take it to the next level:
You should be able to monitor customer sentiment and identify potential issues and incoming traffic thresholds, so your team can proactively intervene when they see indicators of an impending crisis.
Metrics that inform agent productivity, CSAT and NPS scores, and sentiment conversion are essential to proving the value of digital customer care and to scaling effective teams. Your platform should provide easily accessible, shareable data.
Peer-generated content and superusers who can assist in solving issues are key components of next-generation digital customer service. Your platform should be able to integrate your community and your social media management tools.
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