When tourism and hospitality companies try to deliver service excellence, social media is more often assuming a key role in the equation. Now that social media has become an integral part of customers’ life, making use of them for delivering customer service is progressively moving from a cutting edge concept towards a business necessity (HotelMarketing 2014).
Large travel companies, especially in the airline industry but also increasingly accommodation providers established comprehensive social media customer service teams. Particularly in crisis situation, the value of social media as a service tool becomes apparent. For instance during the weather related disruption of the flight traffic in UK last month, customer and companies turned increasingly to social media. In particular the possibility for multi-directional conversations (1-to-1, 1-to-many, many-to-many) relieves traditional customer service channels, such as front-desks or hotlines.
Manage customers’ expectations
Providing full, around the clock customer service care on social media is a costly and time intensive undertaking, that in particular smaller companies struggle with. At the same time, disappointing customers (i.e. by not replying) that seek service support can have detrimental effects on customer satisfaction and reputation. Therefore, we see more often brands clearly managing the customers expectations up front, by outlining response times, opening times and also sometimes the types of requests that will be answered.
Opportunity for SME’s
Although the time and resource requirements for professionally operated social media customer care in big companies are high, this development provides a great opportunity for SMEs to strengthen their competitive positioning. Fuelled by free social media monitoring services, it becomes increasingly manageable to pick up and respond to customer service requests in real-time across a wide variety of different channels. This in turn enables SMEs to get closer to their customers and deliver service excellence in virtual environments.
More from #DTTT
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]#Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism