JLJ shares, today, about his experience at #MDT324:
#MDT324 is an event designed to cater to the most extreme and dedicated aviation enthusiasts, or "avgeeks." We look forward to meeting some newbies and seeing the old crew at next year's event!
Convenient. Close-to-home. Make our airport, your airport. Save Money, Distance and Time by choosing to fly from MDT!
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| Bruce Bere |
Our lovely host, Stephanie Gehman (@airport_girl), who
showed us around the airport including a behind the scenes look at the baggage
operation and the tarmac, met us. Working for United Airlines at ORD, it was
quite an experience to see a completely different airport. I am used to a
baggage room with over 100 belts for different flights--MDT has only three.
Overall, it was a great experience getting to compare a larger and smaller
airport. The neat thing about MDT was the fact that so much goes on there that
I certainly would never have guessed before touring the facility. Between the
commercial aviation, military presence, and the FBO on site, it is always a
full day. Introducing the 6th guest post in this new fly HIA blog mini-series, a discussion on how social media has altered the way we travel. Today’s guest blogger is Sean Broderick, a career aviation journalist and public relations pro who currently handles external communications for the American Association of Airport Executives, whose members represent some 850 airports. His responsibilities include managing the association’s Facebook page and Twitter feed.
Airports Shifting From Just Providing Connections To Making Them
One day this past July, Ronald Reagan Washington National Airport (DCA) suffered a partial power outage in two of its three terminals. The outage lasted about 90 minutes and affected certain key functions, including ticketing and concessions.
During the brown-out, followers of the Metropolitan Washington Airports Authority (MWAA) Twitter stream, @DCAirports, were kept abreast of the situation, including whether boarding passes could be printed on-site. They also were told that MWAA’s Web site was down, and that flight status checks should be done on individual airline Web sites.
This is but one real-life example of what Steven Frischling astutely notes is a shift in airport attitudes—a shift that is perhaps most visible on social media platforms. As he said in a blog post earlier in this series, “Social media has finally allowed airports to…have a voice of their own,” rather than relying on “the voices of others around them speaking for them.”
From my perspective, social media’s evolution hasn’t so much created this attitude shift as help expedite, illuminate, and solidify it. For years, airlines were the air travel industry’s principal brand-builders and loyalty-creators. From frequent flyer programs to dedicated business-class lounges, it was airlines connected with passengers. Airports simply provided a place for passengers to connect.
For a list of reasons long enough to fill another blog post, those days are over—and I think that’s a good thing. For everyone.
Airports are working diligently to onnect with their customer base, often in tandem with airlines. In the social media arena, for instance, market-specific fare sales are pushed via airport Facebook pages, which is logical. If you live in Harrisburg, does it make more sense for you to seek out good travel deals on, say, Delta’s Facebook page, or on HIA’s? Put another way, which one of those Facebook pages is better equipped to deliver information that’s relevant to Central Pennsylvania residents?
As for the airlines, they now have permanently rooted local partners—the airports they serve—cultivating meaningful relationships with existing and potential customers. What better way to jump-start a new route, promote a fare sale, or simply strengthen a connection than to tap into this pipeline?
Passengers—the most important part of the travel equation, of course—are finally getting recognized, catered to, and served by the one variable in their own travel equations that’s sure to remain constant: their local airports. Think about it: for the last 40 years, the greater Harrisburg community has been served by dozens of airlines, but only one commercial-service airport: HIA.
So how can passengers benefit from this shift? Social media is a pretty good place to start. “Like” the Facebook pages of airports you frequent, and follow them on Twitter. Yes, this basically grants them permission to market directly to you, and the smart airports will. But the really smart ones will go well beyond the sales pitch—their marketing and communications plans will incorporate customer service, partnerships with tenants (like airlines and concessionaires) that have useful information for you, and the type of general relationship-building effort that makes airports valuable partners, not just self-motivated service providers.
Most importantly, remember that social media is, well, social. Provide feedback, both positive and negative, via the channels that airports use. Participate in the process, and they’ll be obliged to reciprocate. The result will be a better-informed traveler—and a better travel experience.
Which airports and airlines are you actively engaging with on Twitter and Facebook? Where are you turning to to find answers to your air travel related questions?
Introducing the 3rd guest post in this new fly HIA blog mini-series, a discussion on how social media has altered the way we travel. Today's guest blogger is Beth Blair writes for Aviation Security International and a travel blog. You can find her personal site and blog at BethBlair.com. Introducing the 2nd guest post in this new fly HIA blog mini-series, a discussion on how social media has altered the way we travel. Today's guest blogger is Brett Snyder. Brett is the President and Chief Airline Dork at Cranky Flier, LLC. In addition to his blog, Brett operates Cranky Concierge air travel assistance service. Today Brett shares his thoughts on Delta Air Lines reservations and the Twitter movement.
Next stop on the Delta tour? Reservations. I was particulary excited about talking to Allison Ausband, who runs the reservations team, because Delta is doing some really interesting things. Besides using some more unique flexible work schedules, Delta is also bringing together social media with reservations to create some spectacularresults.
There are about 5,000 reservations agents at Delta, and they’re scattered around several call centers around the world. Well, at least 4,000 of them are. The rest are actually home-based, similar to what JetBlue does with its agents and the team is humming right along. Right now, there are also call centers in South Africa and Jamaica that take calls from the US, but the long term plan is to bring that all back in-house. Yep, that’s right. Love it.
But of all those agents, there are eight that are particularly interesting to me. Those eight (and growing) make up the DeltaAssist team, the group that manages @DeltaAssist on Twitter. Though the group started off handling issues only during business hours in Atlanta (something I criticized here), it has already been expanded to work on weekends. It will eventually become a 24×7 operation, and that’s where it needs to be. And really, it needs to be there very soon. You can’t have part-time coverage for a 24 hour operation.
The agents on this team are given wide-ranging power to resolve any issues that arise, and if they can’t, they contact whomever needs to fix it. Ultimately, Allison views this team as just another line of business, like the reservations sales team.
Though the benefit this team brings seems obvious to me, I asked Allison how Delta was measuring success. Her first answer was this.
What we’re reading makes it worthwhile. Even if it’s not a favorable comment, it’s real-time learning.
While I agree with that, I can’t imagine that’s how they measure success, so I pressed on and she gave me two answers.
Allison explained that the response has been phenomenal. The group tells customers that “someone’s listening in cyberspace and there’s a human behind it.” In other words, it gives a human face to a generally impersonal process.
While Delta hasn’t fully fleshed out its metrics yet, it likes the trends that it’s seeing. DeltaAssist agents can respond more quickly to customers when they’re in trouble. Since it’s not on the phone, the agents can multi-task and be more productive. And best of all (in my opinion)? Twitter limits you to 140 characters, so it makes customers get to the point. That lets the team help more people with less time. In fact, I had the chance to use it this week for a Cranky Concierge client, and I think that highlights how efficient this is.
crankyflier: looks like flt 63 ATL TPA may cxl – trying to help [client confirmation #] – is it possible to reaccom even if no cxl yet?
DeltaAssist: We can, although the only flight with 2 seats still open is leaving @ 10:50p. ^WG
crankyflier: Well, can we grab those seats and then they can still hang around 63 to see if it goes earlier?
DeltaAssist: All set. ^WG
Fantastic. No need to call anyone, and you have to explain it very concisely. The problem, of course, is that some might abuse the system, and I asked if they’d seen that so far. In her Southern accent, Allison slyly notes, “We have some regulars.” And that’s a constant issue for the airline – figuring out how to help people and when. Allison knows that Delta can’t respond to everything in cyberspace, so the airline is turning toward technology to help find what needs urgent assistance and what might not.
DeltaAssist will never take over the job of reservation agents completely, but it will be a strong complement. Regardless of the channel that people use, all agents are now being reminded that there are rules, but they aren’t in stone.
“We want agents to know, they’re listening to the customer. They need to do what’s right.”
That sort of empowerment isn’t something that we’ve seen at legacy airlines in recent times, and I hope it doesn’t ring hollow in this case. Granted, after my recentguest post from a former Delta reservations agent, it does make you wonder how easy it will be to make this change in empowerment stick. When I was there, they were sending reservations agents into recurrent training to make it clear that they had more power to make things right.
It also helps that there is complete support from senior management.
“We wouldn’t have been able to get all these resources if [the execs] didn’t believe in what we were doing.”
That’s true, and it’s certainly welcome.
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