Customer Service in Social Media An Empirical Study of the Airline - - PowerPoint PPT Presentation

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Customer Service in Social Media An Empirical Study of the Airline - - PowerPoint PPT Presentation

Feb 02, 2023 124 likes •348 views

Customer Service in Social Media An Empirical Study of the Airline Industry Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 6th March 2017 Outline 1. Introduction 2. Customer Service Performance 3. Data Collection 4.

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SLIDE 1

Customer Service in Social Media

An Empirical Study of the Airline Industry

Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 6th March 2017
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SLIDE 2

Outline

  • 1. Introduction
  • 2. Customer Service Performance
  • 3. Data Collection
  • 4. Evaluation
  • 5. Conclusion
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 2 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 3

Outline

  • 1. Introduction
  • 2. Customer Service Performance
  • 3. Data Collection
  • 4. Evaluation
  • 5. Conclusion
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 2 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 4

Introduction

Customer Service handles questions or problems regarding products

  • r services

Traditionally offered by email or phone (e.g., call center) Recently, more companies explore social media as an additional channel

popularity of mobile devices easy and widespread usage public pressure

Need to measure and monitor performance

  • f customer service in social media
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 3 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 5

Outline

  • 1. Introduction
  • 2. Customer Service Performance
  • 3. Data Collection
  • 4. Evaluation
  • 5. Conclusion
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 4 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 6

Performance Measures

Traditional service level measures are

Average Handling Time (AHT) Average Queue Time (AQT)

Social media measures are much harder to define

no queue of waiting customers unstructured nature of conversations

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 5 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 7

Average Response Time

How fast does an inquiry i receive a response r? ∆(i) = tr − ti Average response time over all inquiries for company C: ar(C) =

  • i∈IC ∆(i)

|IC|

tr : time of response ti : time of inquiry IC : all inquiries to company C

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 6 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 8

Reponse Rate

How many inquiries receive a company response? rr(C) =

  • i∈IC r(i)

|IC| with r(i) =

  • 1, if ∆(i) exists

0, otherwise

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 7 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 9

Outline

  • 1. Introduction
  • 2. Customer Service Performance
  • 3. Data Collection
  • 4. Evaluation
  • 5. Conclusion
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 8 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 10

Data Sources

Focused on Twitter and Facebook due to popularity Selected 48 Airlines based on largest passenger volume, fleet size and revenue Identified 66 Twitter and 58 Facebook accounts targeting the English and German markets Classified airlines into 4 segments based on service level and number

  • f flight routes
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 9 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 11

Airline Segments

Lufthansa United KLM Air France British Airways Turkish Airlines China Southern Airlines China Eastern Airlines Air Canada Emirates Etihad Airways Aeroflot Air China Alaska Airlines Finnair Qantas Airways Qatar Airways NETWORK CARRIER Vuelling Ryanair easyJet SouthWest Airlines Delta Iberia Service level Flight routes AerLingus Air Europa Air New Zealand Austrian Airways EgyptAir Spirit Airlines Condor TUIfly Air Berlin Thomas Cook Airlines Germanwings / Eurowings Alitalia Brussels Airlines SAS Scandinavian Airlines SWISS TAP Portugal Virgin America Virgin Atlantic LEISURE CARRIER Lufthansa Cityline City Jet Flybe Aegean Airlines REGIONAL CARRIER JetBlue Pegasus Airlines WestJet Wizz Air LOW COST CARRIER Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 10 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 12

Data Collection

Accessed public Facebook and Twitter APIs throughout the year 2016 Collected all posts directed at the airlines’ Twitter and Facebook pages Stored 6,187,835 inquiries and 1,777,234 responses in Document Store

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 11 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 13

Set up

Document Store RDBMS crawl posts store posts store KPIs analyze posts get KPIs Host System Crawler Process Analyzer Process

{REST}

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 12 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 14

Visualization

http://servicemonitor.uni-muenster.de/

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SLIDE 15

Outline

  • 1. Introduction
  • 2. Customer Service Performance
  • 3. Data Collection
  • 4. Evaluation
  • 5. Conclusion
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 14 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 16

Selection by Number of Posts

Airline Number of posts Passengers per year KLM 404,964 27,740,000 Iberia 229,677 14,000,000 Etihad Airways 175,609 17,400,000 Air France 166,225 79,016,000 WestJet 139,560 18,500,000 Lufthansa 155,643 107,000,000 easyjet 117,301 70,000,000 Air Berlin 83,696 27,274,777 Thomas Cook Airlines 75,288 6,700,000 Air Canada 73,731 41,000,000

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 15 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 17

Response Time

D e c 2 1 6 N

  • v

2 1 6 O c t 2 1 6 S e p 2 1 6 A u g 2 1 6 J u l 2 1 6 J u n 2 1 6 M a y 2 1 6 A p r 2 1 6 M a r 2 1 6 F e b 2 1 6 J a n 2 1 6 100 101 102 103

  • Avg. Response Time (min)

KLM Iberia Etihad Airways Air France Lufthansa WestJet easyJet Air Berlin Thomas Cook Airlines Air Canada

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SLIDE 18

Response Rate

D e c 2 1 6 N

  • v

2 1 6 O c t 2 1 6 S e p 2 1 6 A u g 2 1 6 J u l 2 1 6 J u n 2 1 6 M a y 2 1 6 A p r 2 1 6 M a r 2 1 6 F e b 2 1 6 J a n 2 1 6 0 % 20 % 40 % 60 % Response Rate KLM Iberia Etihad Airways Air France Lufthansa WestJet easyJet Air Berlin Thomas Cook Airlines Air Canada

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SLIDE 19

Outline

  • 1. Introduction
  • 2. Customer Service Performance
  • 3. Data Collection
  • 4. Evaluation
  • 5. Conclusion
Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 18 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 20

Summary / Outlook

Analyzed millions of customer service requests in social media Defined several performance measures to automatically evaluate customer service performance Customer service in social media is dominated by full-service network carriers which have the capacity and financial means Future work should apply text classification and topic modelling to analyze the content of a message and also focus on other industries http://servicemonitor.uni-muenster.de/

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 19 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion
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SLIDE 21

Questions?

?????

Customer Service in Social Media Matthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen 20 6th March 2017 Introduction Customer Service Performance Data Collection Evaluation Conclusion