Heard the latest example of a company receiving negative public relations via the web and social media? Alaska Airlines apparently gave a paying customer’s ticket away to someone on standby because that customer had to run to the bathroom to change her baby’s diaper. That customer service error led fully fledged public relations debacle: Alaska Airlines Hates Families After reaching a dead-end with the company, the couple turned to the Internet to air their complaints (which seem reasonable). All this negative PR could have been easily stopped before it happened, without any fancy technology or marketing — provide good customer service.
Fixing the Problem
Bad things happen. People have bad days.There are misunderstandings — whatever. When things do happen, fix them. Ignoring a problem doesn’t fix it. People have access to have their side heard (via social media and the web). Don’t let it get to the point where someone feels they have to turn to a public forum.
In this case, regardless of what may have happened at the gate, Alaska Airlines could have easily verified that this couple had paying tickets. $1000 to fix this problem is peanuts compared to what happens when the story gets out to the media (which it did).
Everyone is in Public Relations
You may have a PR and a marketing department (or agency), but everyone in your company is in public relations and marketing. Anyone that has interactions with customers helps shape how people feel about your brand. It’s so easy for people to share their experiences with a wider audience via social media and the Internet. Provide good customer service and make sure everyone in your company is on the same page. Alaska Airlines obviously has some work to do.
Vital Customer Touchpoints
No matter how much you spend on fancy advertising and marketing, there are certain situations which can make or break your company’s brand perception. Anytime your company interacts with your customers is a touchpoint. Think about the touchpoints that make the most impact on your customers (or better yet, ask them). For an airline, it’s the actual flying experience: boarding the plane, the plane trip, picking up their luggage. The people who interact with customers in these situations make all the difference to your company’s brand perception (flight attendants, gate attendants, etc.). Are these people on board with the image the company wants to portray?
What do you think?
(image by thecrazyfilmgirl)