We know for a fact that word of mouth now plays a key role in customer experience with customers increasingly using social media sites as platforms to provide feedback and share experiences… the good, the bad and the ugly! Some argue that this phenomenon has led to customer experience being more powerful than advertising, with blogs such as business2community.com claiming that 85% of customers who have had a bad service experience want to warn others about doing business with said company. I agree with this claim, but it seems that word of mouth has become a massive form of advertising in itself with companies striving to make customers happy simply to encourage them to generate positive buzz
on social media. This is especially evident in the travel space with review websites such as Tripadvisor playing a key role when it comes to booking any kind of travel. I for one will not book a hotel unless I’ve sussed it out first on Tripadvisor and my final decision is always based upon reviews from others who have recently stayed there. Travel companies have now started to cotton onto this and more often than not it seems that anywhere I go when doing something touristy, I get encouraged to go directly to Tripadvisor to shout about how good it was to the rest of the world. I’ve even been handed out business cards from companies working with Tripadvisor to better ensure this happens:
But that’s not the only way Social Media is shaping the travel experience. Many airlines and hotels are pulling out all the stops to engage with their customers via the likes of Facebook, Twitter, Instagram, you name it, whether it be encouraging them to share feedback, having full on conversations with them or getting really creative with characters and campaigns. A couple of favourites are the Air New Zealand Fairy who with nearly 60,000 likes on Facebook uses her magic wand to provide gifts for loyal customers or entertain them with her ‘happy dance’. There was also the British Airways Race Against the Plane campaign during the launch of the new Dreamliner route which encouraged British Airways followers to get on board the ‘Tweetliner’ and race against the 787 on it’s first route to Toronto.
And the story published last week which sums up how pivotal social media is when it comes to our travel experiences is the #Pleasehelp incident on a Virgin train. A customer, irritated by a banging noise under his seat, turned to Twitter to raise the issue rather than alerting a member of the crew. As a result, the service was stopped and Virgin acted promptly, with another customer stating “It shows the world has changed, that passengers get listened to and can play a part in customer service.”