customer service in social media - an empirical study of ... · anempirical study of the airline...
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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. Evaluation
5. Conclusion
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
26th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Outline
1. Introduction
2. Customer Service Performance
3. Data Collection
4. Evaluation
5. Conclusion
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
26th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Introduction
Customer Service handles questions or problems regarding productsor services
Traditionally offered by email or phone (e.g., call center)Recently, more companies explore social media as an additionalchannel
popularity of mobile deviceseasy and widespread usagepublic pressure
Need to measure and monitor performanceof customer service in social media
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
36th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Outline
1. Introduction
2. Customer Service Performance
3. Data Collection
4. Evaluation
5. Conclusion
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
46th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Performance Measures
Traditional service level measures areAverage Handling Time (AHT)Average Queue Time (AQT)
Social media measures are much harder to defineno queue of waiting customersunstructured nature of conversations
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
56th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Average Response Time
How fast does an inquiry ireceive a response r?
∆(i) = tr − ti
Average response time over allinquiries for company C:
ar(C) =
∑i∈IC ∆(i)
|IC|
tr : time of responseti : time of inquiryIC : all inquiries to company C
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
66th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Reponse Rate
How many inquiries receive acompany response?
rr(C) =
∑i∈IC r(i)
|IC|
with r(i) =
{1, if ∆(i) exists
0, otherwise
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
76th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Outline
1. Introduction
2. Customer Service Performance
3. Data Collection
4. Evaluation
5. Conclusion
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
86th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Data Sources
Focused on Twitter and Facebook due to popularity
Selected 48 Airlines based on largest passenger volume, fleet sizeand revenue
Identified 66 Twitter and 58 Facebook accounts targeting the Englishand German markets
Classified airlines into 4 segments based on service level and numberof flight routes
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
96th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
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 AirwaysQatar Airways
NETWORK CARRIER
Vuelling
RyanaireasyJet
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 / EurowingsAlitalia
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 MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
106th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
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 DocumentStore
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
116th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Set up
Document Store
RDBMS
crawl posts
store posts store KPIs
analyze posts
get KPIs
Host System
Crawler Process
AnalyzerProcess
{REST}
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
126th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Outline
1. Introduction
2. Customer Service Performance
3. Data Collection
4. Evaluation
5. Conclusion
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
146th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Selection by Number of Posts
Airline Number of posts Passengers per year
KLM 404,964 27,740,000Iberia 229,677 14,000,000Etihad Airways 175,609 17,400,000Air France 166,225 79,016,000WestJet 139,560 18,500,000Lufthansa 155,643 107,000,000easyjet 117,301 70,000,000Air Berlin 83,696 27,274,777Thomas Cook Airlines 75,288 6,700,000Air Canada 73,731 41,000,000
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
156th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Response Time
Dec 2016
Nov 2016
Oct 2016
Sep 2016
Aug 2016
Jul 2016
Jun 2016
May 2016
Apr 2016
Mar 2016
Feb 2016
Jan 2016
100
101
102
103
Avg
.Res
pons
eTi
me
(min
)
KLM Iberia Etihad Airways Air FranceLufthansa WestJet easyJet Air BerlinThomas Cook Airlines Air Canada
Response Rate
Dec 2016
Nov 2016
Oct 2016
Sep 2016
Aug 2016
Jul 2016
Jun 2016
May 2016
Apr 2016
Mar 2016
Feb 2016
Jan 2016
0 %
20 %
40 %
60 %
Resp
onse
Rate
KLM Iberia Etihad Airways Air FranceLufthansa WestJet easyJet Air BerlinThomas Cook Airlines Air Canada
Outline
1. Introduction
2. Customer Service Performance
3. Data Collection
4. Evaluation
5. Conclusion
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
186th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Summary / Outlook
Analyzed millions of customer service requests in social media
Defined several performance measures to automatically evaluatecustomer service performance
Customer service in social media is dominated by full-service networkcarriers which have the capacity and financial means
Future work should apply text classification and topic modelling toanalyze the content of a message and also focus on other industries
http://servicemonitor.uni-muenster.de/
Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
196th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion
Questions?
?????Customer Service in Social MediaMatthias Carnein, Leschek Homann, Heike Trautmann, Gottfried Vossen
206th March 2017
Introduction Customer Service Performance Data Collection Evaluation Conclusion