Thursday, November 10, 2011

Social Business Evolution Starts with Good Social Service, Thank You @CathayPacific

I had a recent experience with Cathay Pacific and want to share how Social Customer Service made a difference and some lessons for any business offering Social Service.

Cathay Pacific and me as a customer

First, I am fan of Cathay Pacific. I love flying on Cathay Pacific for my international travels. In the past, everytime I got to talk to a real customer service person on the phone or at the airport they were awesome. Service online is excellent.

However, web and phone which are traditional customer support channels fell short for Cathay Pacific support when I needed it this week.

1. Cathay's web site is functional but does not communicate well if something does not work because of a business rule. I ran into just that trap and began spinning my wheels early this week.

I changed my mother's Cathay Pacific ticket to a new date and could not get seat assignment done online. The online site told me I was eligible to get special seat assignment but gave no details.

2. Cathay Pacific has several local phone numbers for US and I recalled from my past interaction they have a separate number for eservice for tickets purchased online.

The eService number failed repeatedly saying the number does not work from the number I called (which was a local US phone I called from).

They have several local US numbers and the California number seems to work only from 9 am to 5pm California time. This number hung up on me saying there is large wait time everytime I called.

As a final resort I found Cathay Pacific has an international support number which is a Hong Kong number. I reluctantly called them as an international call staying up late at midnight my time. I had to choose several options which did not lead me anywhere.

Enter Social Media Customer Support

Frustrated and helpless, I did what I always do. I tweeted. I called out @cathaypacific and complained. My Twitter friends  tweeted back empathizing saying it is bad if I had to do an international call for support.

@CathayPacific tweeted me and brought in @cathaypacificUS to the conversation.

Over the next 2 days I kept tweeting as I  tried their various 800 numbers.

As I felt alone and helpless as the 800 numbers failed or hungup on me, I tweeted (see screenshot below). At it escalated I called out MarshaCollier who is the guru in Social Customer Service. So when my problem was solved Marha ReTweeted to her 42,000 followers.

@CathayPacificUS kept the engagement with me during this time. They sent me direct message on Twitter and found out  that my ticket was of a particular class and hence I could get not get seat assignments. A twitter Direct Message in 140 characters could not solve my problem. I had more questions on why my ticket was of that class with the limitation.

But it served one purpose. It kept me engaged with CathayPacific. It did not make me lose faith in them as a brand. It did not encourage me to continue negative tweets.

They tweeted me saying a rep was going to call me and they did after a day. My ticket class type could get seat assignments only 48hrs before the flight time. This was never communicated to me on the web site or in my eticket. It was flaw in their online system, it was a flaw in their 800 numbers line management, it was a flaw in their communication to customers.

But this experience proved to me Cathay Pacific cared for me as a customer. They went out of their way to solve my problem. Thank You CathayPacific Twitter Support team. 

Setting up Social Business Process for Social Customer Support

As I work in social media in a large company I wonder about these questions about Cathay Pacific:

1. How @CathayPacific and @CathayPacificUS are connected, what is their internal workflow to transfer a US customer complaint from their social listening platform?

2. Did they treat me differentlty in their Customer Service response because I had a large Twitter following? Or were they able to give such a response to all customers?

3. I wonder how they escalated across the Twitter Service and their regular phone reps to arrange for a rep to call me and I am thankful for that.

4. Calling a customer back is expensive, how would they measure the ROI of supporting me? I am happy and going to stay their continued customer and will likely tell a lot of others that Cathay Pacific is a good airline.  Do they measure this differently or I was a spike in a call center cost because I was noisy on a social network?

5. Do they monitor their customer conversations and will my tweets add to the sentiments they track?

6. I have given valuable feedback on their online system that did not tell me my ticket class allowed me to get seat assignments only 48 hours earlier.  I have given feedback on 800 numbers that do not work for US customers. Do they have a process in place to send my feedback to the correct departments? If so do they listen? Again, how do they measure the value of this customer feedback?

7. Now my perception of Cathay Pacific has changed from this cold website and 800 number to a personable brand with real people who care. Do they know and have a way to track the sentiment change of a customer served via

I am still pondering who are the kind souls behind the Twitter Support in Cathay Pacific, how many of them are there and did I make their job difficult and do they know how much value their support and that they have earned me back as more loyal customer back for their company and brand.


Henry Jakson said...

The social Business depends upon connections and collaborations of people. The growth of a small enterprise highly depends upon the social networking of the owners along with the concern parties which are involve in this kind of business.
Business Consultant

one stop flowers said...

good article . I just stumbled upon your blog and wanted to say that I have truly enjoyed browsing your blog posts. In any case I’ll be subscribing to your feed and I hope you write again soon!
flowers from uk to usa

uknowme said...

Thank you for your contribution. Join The Music Revolution - Best Band and Best Artist in the World.
poker texas holdem tipsfree bingo games

darkhung said...

bingo canada

I can say your painting is far from crap if these are the results you produce! I'd be more than happy with that standard of painting. Thanks also for the tip of using a dark green-gray as a highlight for black. I will try it. I find a sand/buff color useful for red highlights.

darkhung said...

bingo canada

sbobet feel like I have not been reading your blog for long enough. I will really miss the quality of your writing, but I am also overjoyed that you are also fulfilling a life dream.
I will miss you very much. Now I need to find some more blogs to read ^^

sports handicapping services said...

This blog is an exact representation of skills. I appreciate the blogger for posting the most excellent thought.

Virtual call center solutions said...

People, my what a wonderful site you have here. Interesting reading funny photos and lots of content for your reader.

Reggae Dancehall Music said...

Reggae Dancehall Music is a new global portal dedicated to playing music by Dancehall and reggae artists with video charts each month presented by Nicole Stewart. “Now you can find out not only who is hot in Dancehall Reggae but also if they heading up or down. With artists such as Popcaan, Vybbzz Kartel and Movado dominating global charts, now is the time to really push the genre and breakout.”

Unknown said...

Unknown said...

Nice article you got here. It would be great to read more about this theme. The only thing it would also be great to see on this blog is some pictures of any gizmos.

feather flag
flag banner
custom flag banners

Unknown said...

Thank you for the great article I did enjoyed reading it, I will be sure to
bookmark your blog and definitely will come back from again.
I want to encourage that you continue your great job, have a good day

north london business opportunities
london networking groups
london business networking
london business group

puisi said...

Yes.. I do really really agree with this post.. as I really love puisi

Customer Care Support Number said...

Nice Blog, thanks for sharing the valuable information.

Unknown said...

Unexpected turn of events are something we really cant avoid and for businesses such as online booking and the like would be better off with a live chat support for website, with an aid of a live chat it would be easier for customers to be cleared on points they might be having a hard time to understand or if something goes wrong.

Unknown said...

sexually transmitted infection (STI) It is caused by infection with the bacterium Neisseria gonorrhoeae It infects warm moist areas of the body Gonorrhea is transmitted by unprotected oral anal or vaginal sex People who have multiple sexual partners and who do not use a condom are at greatest risk of infection The best protection against infection is abstinence monogamy (having only one sexual partner) or condom use Behaviors that make a person more likely to engage in unprotected sex also increase the likelihood of infection These include alcohol abuse or abuse of illegal drugs

Unknown said...

obat kemaluan keluar nanah obat kemaluan keluar nanah Obat kemaluan keluar nanah penis keluar nanah obat untuk kemaluan yang keluar nanah dan perih saat kencing obat kemaluan keluar cairan nanah dan perih saat kencing penyebab penis keluar nanah penyebab penis keluar nanah penyebab penis keluar nanah penyebab penis keluar nanah penyebab penis keluar nanah penyebab penis keluar nanah penyebab kemaluan laki laki keluar nanah cara mengobati kelamin keluar nanah penyebab alat kelamin pria keluar nanah obat wasir herbal untuk ibu menyusui obat wasir herbal ampuh obat ambeien luar obat alami ambeien eksternal obat wasir cina ampuh penyembuhan wasir alami obat salep wasir di apotik apa obat kemaluan keluar nanah untuk pria obat herbal wasir ambeclear denature obat menyembuhkan kencing perih dan bernanah

Unknown said...

obat gonore atau kemaluan keluar cairan nanah obat cairan nanah keluar dari alat kelamin obat alat kelamin keluar nanah obat kemaluan keluar nanah obat wasir herbal obat kutil kelamin ampuh cara mengobati sipilis penyakit kencing nanah cara mengobati ujung kemaluan keluar nanah cara mengobati ujung kemaluan keluar nanah cara mengobati ujung kemaluan keluar nanah cara mengobati ujung kemaluan keluar nanah kemaluan yang keluar nanah kemaluan keluar nanah tapi tidak sakit obat wasir luar stadium obat herbal wasir stadium kenapa kemaluan lelaki keluar nanah obat ambeien tradisional paling ampuh obat ambeien tanpa operasi obat wasir ampuh di apotik obat wasir ibu hamil obat ampuh wasir berdarah obat untuk kemaluan lelaki yang keluar nanah obat penyakit gonore atau kemaluan keluar nanah

Anonymous said...

Online Free Photo Editing

Unknown said...

I would like more information about this, because it is very nice., Thanks for sharing.
Jugar juegos de frozen en lĂ­nea gratis, los nuevos de princesa de Disney juegos frozen - la princesa encantadora y linda. Divertirse frozen!

Unknown said...

This is a great article. It gave me a lot of useful information. thank you very much.
kids games online
friv 2
un show mas

mrkdvsn said...

Enthusiastic words written in this blog helped me to enhance my skills as well as helped me to know how I can help myself on my own. I am really glad to come at this platform.cursus website bouwen amsterdam

Azmeri said...

To start with You got an awesome blog. I will be keen on more comparative points. I see you got extremely exceptionally valuable themes, I will be continually checking your blog much appreciated. GPS Tracker