Lithys 2017: Travelocity.com- Social Support Champion

Lithys 2017: Travelocity.com- Social Support Champion

As part of Travelocity's mission statement, which is to inspire people to travel and be their champion throughout the travel journey, we really wanted to set out in the latter part of 2015 to really refine what that meant in terms of what we offered our customers.

 

------------------------------------------

Company: Travelocity                                                         logo.png

Entry submitted by: Naaz Nichols (Sr. Director of Customer Contact)

Community/Social Channels:  

(Twitter) @Travelocityhelp, @Travelocity

(Facebook) https://www.facebook.com/travelocity  

Lithy category:  Social Support Champion

 

Travelocity.com has a history of providing our customers outstanding service. Our goal is for each customer to have a worry-free experience each time they travel with us. That’s why we offer 24/7 personal assistance with our Customer First Guarantee. Before, during and after your trip on all our services – from flights, hotels and vacation packages, to rental cars and activities; our social media support specialists are here to offer a best-in-class support experience. We are here to help you go places, by being there for you when you need us.

 

Social customer service initiatives in 2016-2017

    • Official launch of Customer 1st Guarantee 24/7 Social Media Support Program (2016)
    • Migration to Lithium Platform (2016)
    • Launch Facebook Messenger Integration (2016)
    • Chat BOT Integrations (2017)
    • Continue growth of G1G / Usage (2017)
    • Focus on driving down NPS Detractor Drivers via C1G Test and Learn (2017)

As part of Travelocity's mission statement, which is to inspire people to travel and be their champion throughout the travel journey, we really wanted to set out in the latter part of 2015 to really refine what that meant in terms of what we offered our customers. So, we embarked on several qualitative as well as quantitative studies, and we found that service was as important to consumers as anything else that a travel company could offer. We found that the most important thing to clients, especially those currently on a trip, was a single point of contact and a fast response time. Considering our footprint on Facebook and Twitter, it made sense to expand service to those channels. In 2016, the program went from an idea to a reality.

 

The results

As volumes ramped up significantly post May, we used the weighted average of our 2016 KPIs to measure program success over the course of 2016 vs. 2015 data gathered prior to launching this dedicated team.

  • Time to Agent Response (TAR) < 30 Minutes – weighted average 97% FY2016;
    • 2016 average response times of 23 minutes on Facebook and 15 Minutes on Twitter.
      • This compared to a 2015 average response time of > 24H
    • Social Media Case Closure < 72 Hours – weighted average 100% FY2016 vs.FY2015 <5 Day SLA and only 50% of those cases meeting the old SLA.

chart1b.PNGchart2b.PNG

 

Customers who contacted our C1G Social Media Team had a weighted average NPS of 62% FY2016 vs. our overall Post Trip NPS in 2016 at 32%

 

chart3.png

Customer perceived resolution rate (via survey) – weighted average 93.3% FY2016 vs. FY2015 Avg. at 50%

 

chart4.png

 

Not only are agent KPIs and Metrics looking up vs. 2015, but costs are lower compared to other non-voice support channels utilized by other brands within the Expedia Inc. portfolio.

chart5.png