In the airline world half the variables are simply out of the carrier’s control so reputation is really more about how they handle something than avoiding it but flying around we all know the sad reality: just about no one is doing it right. For me this hits home most with United. The airline I put my time on, built up with, and yet wait weeks to hear back from via email… social channels? There’s hardly a single response from their accounts, let alone one directed to something I’ve asked.
So imagine my surprise when a colleague retweeted a welcome message from American Airlines last week. They we’re responding not because she had an issue, not out of some critical, about to go viral, complaint but, just because she mentioned them.. you know, like we always say companies should.
You too! RT @americanair: @kiasuchick Welcome back, Melanie! Have a wonderful flight.
— Melanie Nichols (@kiasuchick) May 31, 2013
I jumped into the conversation, making light of the contrast between them and “my” airline’s approach, and surprise, surprise, I had a reply as well just a few minutes later.. When everyone hates your industry, it’s easy to shine.
@kiasuchick @united never even responds to me and @americanair welcomes you….! Sold me on trying them next week.
— Ted Sindzinski (@teds027) May 31, 2013
@teds027 We can’t wait to have you on board with us next week, Ted!
— American Airlines (@AmericanAir) May 31, 2013
A couple more tweets followed (I was flying AA that week by coincidence) and that was that. Like with @kiasuchick, the conversation was not an answer, not surrounding a question, or anything to do with their product / service / experience… it was just an acknowledgement and yet it told me that, if something were to come up, they’re actually present, they’re actually participating in the modern world, they might just get it.
@teds027 We’ll be waiting, Ted!
— American Airlines (@AmericanAir) May 31, 2013
Reality is we know businesses won’t change overnight, or just for us over any period of time, and tweeting back isn’t the same as delivering a great experience, but it’s the first part of being able to help and a whole lot better than being silent.
