Content marketing: Telling Meaningful Stories

British Airways easily moves customer service from social media to the phone

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Operating the different customer service channels in silos is likely the easiest, why a lot of companies are following that model:

  • Social media people answer on social media
  • Phone reps answer on the phones

There may some crossover here and there, but in general in my experience it seems that the social media people with problems they cannot or aren’t supposed to help tell you to call the phone people, who can then put you on hold.

Now, there are some things that can be resolved on social media and that’s great, but there are still plenty of situations where it’s much easier to talk to each other live and not through the written word.

In November 2015, I was booked on British Airways on my trip to Mumbai to speak at a blogging conference. I tried to change my seat online without luck. So I tweeted at British Airways for help. It’s what you do in 2015. Ha.

Not a bad seat in Business Class to London Heathrow from Chicago on American.
Not a bad seat in Business Class to London Heathrow from Chicago on American.

Now, sometimes people tell me that customer service is better when you have an established relationship or are a high-valued customer to a company. That certainly might be true in cases, but up to this point I had never flown British Airways and was only booked through them because that’s who partners with American Airlines for London-Mumbai flights.

Anyway, so I couldn’t get it to work and direct messaged British Airways my cell number on Twitter. They promptly called to get the information needed to help. Everything was resolved and I wasn’t once placed on hold or asked by some automated voice to spell what they can’t understand.

Great service across channels.


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Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life!

Christoph Trappe

Hello and thanks for stopping by. I’m Christoph Trappe and I’m the Vice President of Content Marketing Strategy at ScribbleLive, which is based in Toronto and is a global content marketing software company.

Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing.

I’ve written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs.

If you need help, just visit the Contact Me page in the navigation and drop me a note. I’m always happy to chat!

Thanks for reading!

– Christoph

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