Air Canada is Canada’s largest full-service airline. Their commitment to good customer service was put to the test last December when an unexpected winter storm shut down London’s Heathrow Airport. But the team at Air Canada rose to the challenge and found a way to keep their customers informed and up to date

1. Case Study / Air Canada
Snow Storms + Social Media
How Air Canada Used Social Media To Help Customers
The Challenge was a dramatic spike in their online mentions as
customers flocked to the Web.
Air Canada is Canada’s largest full-service airline.
They know that keeping customers informed is a “Our customers wanted to know what was
key part of good customer service. happening to their flight and their first reaction is to
go online or contact our call centres,” said Mathieu
That commitment to customer service was put to Lagacé, Community Manager at Air Canada. “In
the test last December when an unexpected winter situations like this social media allow us to use new
storm shut down London’s Heathrow Airport. When and different channels to communicate operational
one of the busiest airports in the world shuts down updates in a timely manner.”
during the busiest travel period of the year, it can
create havoc for airlines and travellers alike. “As technology continues to develop and working
with our social media monitoring provider Radian6
Not surprisingly, online channels were key to getting we will develop new ways to communicate and
the right information out to Air Canada’s customers remain engaged with our customers,” concluded
and quickly as possible. John Reber, Air Canada’s Director, Corporate
communications.
The Approach
The Results
For Air Canada, social media gives the company
the ability to engage with their customers, share Air Canada interacted with thousands of customers
information, and build a community with their who needed to find information on their flights or
customers. It isn’t just about the increasing their alternate travel arrangements. They responded in
Twitter following or “likes” on Facebook, it’s real time to help customers and share the latest
about finding ways to improve their customers’ information on how the stormy weather was
experience with Air Canada. That means the Air affecting air travel. The “social phone” was ringing,
Canada approach to social media brings together and Air Canada was able to answer.
a number of departments, including corporate
communications, customer relations, call centers Customers were pleased that they had another
and marketing and promotions. responsive channel to communicate with Air
Canada. “We knew we were on the right track
The Air Canada team leapt into action as the when CBC News told travelers that for up to date
massive storm snarled air travel in the United information and travel advisories, they should start
Kingdom and rippled around the world. There following Air Canada on Twitter,” noted Lagace.
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