The success story of implementation of social crm at American Airlines

1. American Airlines uses social media CRM for customer engagement
/AA
How do we respond?
@AmericanAir • Receive issue tweet,
respond initially
• Assign to customer
relations or reservations
AmericanAirlines • Use direct message to
collect private
information
• Create CR file
• Resolve issue via private
Frequent Flyer Forums message or a personal
phone call
• Record data (screenshots,
etc.)

2. Every customer touchpoint is an •Coming from someone with a high
opportunity, no matter how number of followers or influence
•Issue has come up several times
challenging ! before
• American Airlines Flight 24 bound from SFO-
JFK on August 19, 2010
•Constantly monitoring for issues
• Someone phones in bomb threat
negatively impacting brand
• Passenger begins posting tweets + photos from reputation
her phone •Monitor site traffic for spikes driven
• CNN’s Rick Sanchez begins reporting based on from a single message or topic
tweets received from passengers
• American Airlines tweets passenger:
1.3 million
Twitter followers

3. CR Surprise & Delight
Michael Hyatt(+100,000 followers)
AA Concierge Key member
San Francisco to Nashville via DFW
Nashville flight cancelled, he tweets:
AA Social Media responds
immediately via Twitter to
offer support
In the meantime, Michael’s
flight is still en route from
SFO
AA personally met Michael
at his gate

4. Monitoring Tools
Hootsuite, Tweetdeck, Radian6, Tweetreach, Facebook platform
What Social CRM has done for us
• Know our customers better
• Build advocates
• Become more agile
• Go back internally with all
of this instant feedback and
make changes and
improvements
• Make our business better