Case Study

From Call Centre To 24/7 Twitter Channel

IndiGo Infographic_Medium

THE CHALLENGE

IndiGo, a low-cost, no frills airline has broken the stereotypical perception that “low cost equals low quality.” It has consistently maintained the highest market share in the low cost carrier (LCC) category with close to 70 million passengers flown to date. In an industry so often plagued with everyday mishaps like lost luggage, unexpected delays, and mechanical difficulties, the plan for IndiGo had to be flawless. The objective, therefore, was to:


  • Establish a channel where IndiGo could listen to customers’ needs and be willing to lend an ear to them and deliver concrete solutions in the shortest possible time—under 1 hour.

  • Get a step closer to its consumer-centric philosophy and be well-equipped to proactively tackle a crisis as soon as it arose.

  • Open opportunities for a two-way communication with its vast and varied consumer base.

THE IDEA
Leveraging a deep understanding of the aviation industry, the Genesis Burson-Marsteller Digital Studio team launched a 24/7 Twitter campaign with the aim to:


  • Monitor and listen to the public sentiment about the brand and address their main grievances like baggage loss, delays, cancellations, refunds etc.

  • Identify advocates who were potent aviation influencers in the Indian market and build relationships with them.

  • Create opportunity for both media and consumers to experience an enhanced customer service that is on-time, hassle-free and around the clock.


We put together a team of Twitter front-liners who understand the common grievances of travelers and work in tandem with the airport staff, airline operations command centre and the call centre team to resolve the queries in less than an hour.

We identified key stakeholders from the internal and external communications teams to put together a crisis/issues response plan with clearly defined roles, escalation procedures, scenarios and possible mitigation strategy that can be activated automatically when required.

THE IMPACT
From the day it was launched, the Twitter channel (@IndiGo6E) has been proactive in meeting its objectives. The very first day it mitigated a crisis when a Twitter influencer tweeted about missing her flight by arranging to help her on to the next and ended up getting an endorsement.


  • Nearly 90% of tweets from the IndiGo’s channel are responses to customer queries. More than 75% responses to queries are sent out within 15 minutes and 96% within 1 hour.

  • Skift, a travel intelligence company, featured IndiGo among the top 9 global airlines that respond to customers’ tweets in less than 1 hour.

  • Featured as the 3rd fastest airline with respect to response time (16 minutes) on Twitter in the world by Daily Mail UK – based on the Skift report.

  • Featured as one of the Indian brands to have excellent customer service on Twitter by Unmetric – a social benchmarking company.

  • #6EFridayQuiz featured as the most engaging hashtag for January 2014 by Unmetric.



Awards Won - 1

E4M IPRCCA Awards 2016
  • SILVER Award in Most Innovative Use of Social Media category for 6EAppsters with Indigo Airlines