The following is a guest blog post by Jeff Toister, Founder of Toister Performance Solutions, Inc. Click here to view the original post on the Toister Solutions website.
A story about United Airlines and leggings recently went viral.
The gist was the airline was accused of denying boarding to two teenage girls because they were wearing leggings. There’s more to the story, but in the rush to share the news, many reporters wrote misleading headlines or got critical facts wrong.
It all started with a tweet from an uninformed bystander.
Tiffany Funk did an excellent job covering the story on the One Mile at a Time blog. It’s an excellent read that reveals many facts and misunderstandings.
What jumps out at me is this story presents a reminder that social media is increasingly critical to both Public Relations and Customer Care.
I turned to the new 2016 Customer Experience Benchmark report from Execs In The Know and COPC, Inc. for the latest trends on this important channel. You can purchase the full report on the Execs In The Know website (it’s a comprehensive read).
Here are some of the highlights that really stand out for me.
Trend #1: Which Department Owns Social Media?
In a situation like the one United Airlines faced, ownership is critical.
It was part Public Relations, where members of the public were outraged because of some false information. It was also part customer service, where the bystander sending the tweets to @united was still a United Airlines passenger.
That means these functions must work closely together, but only 21 percent of companies surveyed share responsibility between customer care, PR, and marketing. Here’s the breakdown:
One positive sign is that more companies than ever before are providing their social customer care agents with training.