Are airlines listening to social media complaints?
Social media channels are increasingly being used to voice complaints but are the airlines hearing them? A MarketTools study says they could be doing better.
The survey found only about one fourth of those who communicated their complaints by social media received a response, according to the study.
Ten percent of respondents have used social media platforms such as Facebook and Twitter to share complaints about poor airline experiences.
The survey featured American adults, age 21 and older, who flew with a US airline at least once in the six-month period from November 1, 2010 through April 30, 2011.
Despite the fact that dissatisfaction with key elements of airline travel remains high, the study reveals that only 30 percent of travellers have ever been asked to provide feedback via a customer survey or other means. And of those customers who offered feedback, 75 percent did not receive any type of follow up from the airline, said Justin Schuster, vice president of enterprise products at MarketTools.
“This represents an opportunity for airlines to do a better job of gathering passenger feedback and closing the loop on customer interactions,” said Schuster.
MarketTools’ survey also highlighted a number of sources of dissatisfaction with airlines.
Topping the list of areas of passenger dissatisfaction is overall comfort aboard the plane (43 percent not satisfied), followed by ticket prices and fees (41 percent not satisfied) and in-flight service (34 percent not satisfied).
Oddly enough, a majority of those surveyed were not aware of the Department of Transportation’s (DOT) ruling more than a year regarding new passenger rights such as not being left on the tarmac for hours on end.
When asked which domestic airline the respondents believed provided the best customer service, based on everything they knew about the airlines, Southwest Airlines was cited most often, by 34 percent of respondents.
It was followed by Delta Air Lines with 14 percent and JetBlue Airlines with 11 percent. American Airlines and Continental Airlines tied for fourth place with seven percent each.
By David Wilkening
David
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