The Challenge:
How do you bring online customer service representatives, community managers and reservation agents together to offer the best service to people in the shortest time possible?

United needed cultural understanding, well-trained frontline staff and data infrastructure in order to “Make the social media skies flyer friendly.”

The Solution:
Understanding customers’ needs and communicating with them in the moment, in a highly personal, solutions-oriented way builds rapport with, and loyalty from, valuable strategic travelers.

Through analytics, we demonstrated the growing gap between United and its competitors to help our clients obtain approvals to staff a frontline response team.

I led the creation of a Social Media Playbook and training materials to empower frontline reservation agents to communicate 1:1 with travelers. And put loyalty and flight data at the fingertips of social media agents to drive personalized solutions.

The Results:
From last place to industry leader

#FAIL association fell by 50%

Positive brand sentiment more than doubled

50% more customers handled per hour

40% faster response time

12 point increase in Traveler Satisfaction

United was a finalist in the 6th Annual Shorty Awards for Best Use of Social Media for Customer Service.

My Role:
Strategy, Stakeholder Interviews, Playbook Content Copywriting + Creation