3 Lessons From British Airways Twitter Flap - InformationWeek
3 Lessons From British Airways Twitter Flap
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User Rank: Strategist
12/9/2013 | 4:17:09 PM
British airways Experience
BA doesn't even do well with their other customer interfaces. i do ont do twitter or facebook (I'm and old guy) so I attempted to deal with a problem I considered serious via email. 

They had to find me a new flight from Londen to Phoenix because weather got my connecting flight into Heathrow late.  They put me on a next day flight but did not honor the seat assignment I had paid a premium for.  I informed their agent that I paid for that because sitting for extended time withiout extending my legs resulted in physical pain.  The result was that I experienced physical pain for a few hours to get home.  Their response to my email came back about six weeks later and was simply a form letter format refunding me the seat premium.  I don't think they even refunded me the full amount of that but I am so disgusted I will not follow up further.

I think BA simply has poor customer service so to expect them to do well on Twitter will require a much more basic improvement on their part.
David F. Carr
David F. Carr,
User Rank: Author
9/13/2013 | 12:30:19 AM
re: 3 Lessons From British Airways Twitter Flap
Sounds like British Airways' slow response is a symptom of treating social media as a separate, isolated channel. They probably did have customer service staff available during the hours this was going on, but those people weren't tuned in to the social channel or trained on how to respond (not that there's any guarantee they could have made this customer happy if they had)
User Rank: Apprentice
9/12/2013 | 7:04:05 PM
re: 3 Lessons From British Airways Twitter Flap
The tone-deaf quality of much social media outreach is pretty astounding. I guess companies are getting somewhat better ... but at a much slower rate than they ought to be.
Cara Latham
Cara Latham,
User Rank: Apprentice
9/12/2013 | 5:49:47 PM
re: 3 Lessons From British Airways Twitter Flap
I think the last example here is the most effective. Using the platform to show your company is reading what others are saying, and then using it to fix a problem with sincerity and transforming it into a positive social media output is the best case scenario when dealing with bad social PR.

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