Conversocial has focused on the beleaguered airline industry in its latest report, assessing airlines from their individual brand performance to their customer service touchpoints.

An internal analysis of three Conversocial airline partners found a notable shift in the channels receiving the highest customer volumes. From March to August 2017, Facebook Messenger volume more than doubled for those three partners (compared to the previous six-month period), and Messenger volumes saw a +10% compounded monthly growth rate.

During this same period, there was a 50% increase in incoming volumes of Twitter direct messages (DMs) from airline travelers, in part because airlines promoted private social messaging as a customer care channel.

This represents the prolific rise of private messaging channels over social media networks as the first-choice pathway for social resolution. Messenger, Twitter DM and SMS texts are maturing and predominate as the means of private resolution between customers and companies on a one-to-one private real-time basis.

The Conversocial report benchmarks the worlds’ 20 biggest airlines in terms of their social responsiveness, and projects the future of social customer service.

How responsive an airline is via social is critical. If a customer sees on an airline’s social account features regular and timely responses, they’ll use that channel more.

A few airlines’ Twitter accounts exceeded expectations: @AmericanAir (32.6%), @Delta (31.3%), @EthiadHelp (50.5%), @EmiratesSupport (48.7%), @qrsupport (46.7%) and @VirginAmerica (26.7%).

While the debate over separating a service handle from a brand continues, Conversocial recommends consolidating service under a single brand handle. “Care is synonymous with the airline industry, therefore it should be part of your social brand’s identity.”

As for the future, Conversocial points out that “the nature of the airline industry is one where you are always pressed for time. Efficiently resolving an issue on social can mean the difference between missing and making a flight—the minutes truly count. Issues with travel are often in the moment; therefore, a response must be in real time in order to serve the fast-paced demands of the traveler.”

“Social care teams that are able to provide both a seamless yet fast service, will be the ones to reap the rewards with increased brand advocates and equity on social. However, this level of response time will need a dedicated 24/7 team structure.”

Sourced through Scoop.it from: www.brandchannel.com