Maybe you’re having a disastrous day at the airport, trying unsuccessfully to get rebooked after a canceled flight. Or you’re sitting at home on hold with an airline’s customer service department, listening to hour two of Elevator Music’s Greatest Hits. In growing frustration, you may be tempted to take your complaint to social media — but when you pull up your airline’s Twitter page, you encounter something like this:
“@jetblue doesn’t respond to formal complaints on Twitter. For official customer concerns go to jetblue.com/speakup or call 1-800-jetblue.”
“Tweeting is short and sweet, but sometimes you need more than 140 characters to get an issue resolved. If you require a specific response: For post-travel issues related to travel [on] a United Airlines operated flight, please contact Customer Care at http://united.com/feedback.”
Why are the airlines on social media if they’re just going to shut down the conversation? Can they really do that?
Turns out that they can’t — and despite what their profiles say, they don’t even try. Even though JetBlue claims not to respond to complaints on Twitter, a quick scan of its Twitter page reveals responses to a delayed traveler (“We hear your frustration. What flight are you on so we can provide the most up to date information?”), a person having problems with the airline’s Web site (“You can either try using a different browser or give our Getaways department a call at 1-800-JETBLUE and they can help!”) and a passenger whose TV didn’t work in flight (“Sorry to hear – per our Customer Bill of Rights, you’re entitled to a $15 credit for the inconvenience”) — all within the past 13 hours.
United Airlines, meanwhile, answered traveler questions and offered the appropriate customer service phone numbers and Web sites to Twitter followers who needed more in-depth assistance.
It’s clear that despite the airlines’ efforts to discourage passengers from speaking out on Twitter, people are doing it anyway — and the airlines are responding, often within minutes. Really, it makes sense; a tweet that goes viral can turn into a public relations nightmare, so it’s in the airlines’ best interest to resolve issues on Twitter as quickly and effectively as possible.
So the next time you’re fed up with a flight, consider the power you have in those simple 140 characters.
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