Connecting with Consumers in a Crisis: Insights from the Air
It's easy for brands to get lost when it comes to crisis communications – and that's exactly how it was for the aviation industry, which was under fire this summer travel season. An increase in travel amongst consumers coincided with staffing issues, resulting in queues, conflict, and chaos.
As stories about flight cancellations, lost baggage, and staff shortages started spreading like wildfire, customers took to online platforms to vent their frustrations. Caught amidst a chaotic storm of Tweets, hashtags, and headlines, airlines like Lufthansa, Delta and Qantas saw their reputation rapidly, but inevitably, plummeting to the ground.
However, a well-piloted, analytics-powered strategy ensured that businesses took control of the online conversation and chartered a course to successful crisis communication.
Cision Insights' expert analysts and brand-tracking technology helped produce actionable insights from data, helping airlines craft appropriate messages that spoke to their audiences.
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