According to technology writer Elizabeth Harper, quick response is also a key to a successful social media campaign. In her article “Which Airline is the Quickest to Respond to Customers on Twitter,” she says that frustrated customers are more likely than ever to turn to Twitter and Facebook with their problems, especially when stuck at an airport with only a smartphone. The more time it takes to respond to customers, the more they complain for all to see and the less relevant the eventual help becomes.
Harper pulls data from a study by Skift that rated airline response times to customers. JetBlue came in second with an average of 15 minutes to respond to customers (following American Airlines, who got back to customers in 12 minutes).
This again ties into my original blog post. For one, it shows that JetBlue exercises persistency, one of Costa’s marketing principles. Secondly it enforces Njamfa’s idea that if a company establishes an online presence, they need to be prepared to commit to nourishing their customer relationships.