The Secret to a Successful Airline Customer Service Twitter Account
Photo Credit: Passengers line up to get boarding passes in Terminal C at DFW Airport. Fort Worth Star-Telegram/MCT / Max Faulkner
Skift Take
Travel brands that have separate Twitter accounts to handle customer inquiries should take a step back and reassess their strategy to determine whether it's the most effective use of their resources.
Does having a separate social media customer service account instead of handling all brand messaging and reservation-related inquiries on a universal account more effective for airlines?
Skift and Socialbakers went under the hood of the world's most active airlines on social media to find out. We tallied how many questions were asked and answered to determine Questions-to-Reply-Rate (QRR) and the nature of inquiries based on the words used in tweets that got the most replies.
We looked at three airlines -- American Airlines, British Airways, and United Airlines -- that use one account to communicate their brand message and handle customer inquiries. We also analyzed three other airlines -- Delta, Emirates Airlines, and Etihad Airways -- that have multiple Twitter accounts dedicated to answering questions to get both perspectives.
From this sample, separate customer service Twitter accounts were less effective because they left a considerable amount of questions unanswered
