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Southwest, others make mobile and social CRM fly
This article is part of the August 2012, Vol. 1, Issue 5 issue of Customer Experience Exchange
For companies that depend on repeat business from loyal customers, maintaining a reputation for quality customer service is critical. For Southwest Airlines, that means delivering a reliable travel customer service—on-time flights and intact luggage—as well as running a contact center that can respond quickly to customer concerns. To respond effectively, companies have to first see the feedback—and that can be a real challenge with all the different social CRM channels that consumers use to communicate. A few years ago, Southwest discovered that many of its customers were not calling when they needed help or even emailing. Instead, customers were posting about the airline on social media sites, where everyone except Southwest customer services staff could respond. “There was a portion of the customer base that wasn’t comfortable calling or emailing, but were tweeting,” said Catherine Gantt, manager of customer advocacy and communications for Southwest. Turning to social media In response, Southwest developed a customer support ...
Features in this issue
The explosion of smartphones is leading a new trend in applications that lets customers buy a sub, board a plane or order theater tickets merely by touching a screen.
Southwest’s customer advocacy guru offers tips and advice for companies interested in starting or improving their social CRM approaches.
Some companies are moving away from paid ads, but most look to Facebook’s youthful audience to close their accounts.