Frontier offers various levels of customer service -phone, in-person and online. More and more, passengers are taking to social networks to voice frustration. how does Frontier handle the booming volume of complaints when big storms hit?

1. How Frontier Airlines Scales to Quickly Reach Delayed Passengers
Objective: Crisis Management, Response Time Solution: Social@Scale – Customer Service
The Story
Flight cancellations happen. For any airline, dealing with the results of cancellations
and delays -- lots of passenger frustrations -- are regular occurrences. But for the
Denver-based Frontier Airlines, unpredictable weather makes managing passenger
expectations even harder.
@FlyFrontier’s Justin Macauley tells of a recent
storm: “With snow reports leading into the weekend
predicting about four inches at Denver International
Airport, we knew there would be delays followed by
all the subsequent passenger implications that often
accompany such delays."
"When our social team woke up Sunday morning and
had already seen about four inches of snow on the
ground with no letup in sight, we knew it was going to
be a busy day.”
Like other airlines, Frontier offers various levels of
customer service -- phone, in-person and online. More and more, passengers
are taking to social networks to voice frustration. How does Frontier handle the
booming volume of complaints when big storms hit?
What Happened? The Results
Macauley and @FlyFrontier have turned these unavoidable passenger complaints into
personal interactions that strengthen and reinforce the brand’s value proposition.
“Managing the chaos of a weather delay through social media is made possible
through a Social Media Management System (SMMS) that allows us to search social
mentions of our brand and then efficiently manage the workflow process.”
Continues Macauley, “Through our workflow in Sprinklr (initial outreach, issue
resolution, and archive), our agents were able to interact with hundreds of social
mentions over a 24-hour period, all the while taking people out of the phone queue,
airport lines and helping to relieve some of the stress that the eventual 11 inches of
snow placed on our operations at Denver International Airport.”
Macauley refers to one Sunday in February 2013, but the incident is hardly isolated.
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enabling l arge organiz ations to be Social@Scale
© SPRINKLR, 2013

2. In mid-December 2012, the Rockies and the Midwest were blanketed with more
than a foot of snow. Despite heavy powder and wind gusts up to 25 miles per
hour, travel delays in the country’s fifth busiest airport
didn’t reach longer than 30 minutes. But the delays
Snowstorm Effect on Inbound & Outbound Messages
were long enough for @FlyFrontier to see a 122%
increase of inbound Twitter messages compared with
a typical week. 122% increase
1000
Through the Sprinklr platform, Macauley and the 182% increase
Frontier team quickly responded to passenger inquiries 800
with tweets and direct messages, exceeding the
inbound message demand by 60%. 600
400
At the same time, Frontier was able to push out real-
time updates regarding weather waivers, specific flight
200
delays, and added flights to keep passengers informed
through content management.
0
Inbound Messages via
@FlyFrontier
As Macauley suggests, becoming Social@Scale Outbound Messages via
@FrontierCare
means becoming more personal than ever. “Through
technology, a company can harness an endless volume Weekly Average Snowstorm (Dec. 17-23)
of conversations surrounding its brand, freeing
up energies on making those interactions with its
customers human and genuine.”
What You C an Learn
It’s About Tec hnology + Rel ated Servic es
Social@Scale Technology :
Natural language processing enables real-time scoring of huge volumes
of messages, identifying potential issues as soon as they arise.
S ocial@Scale Governance Framework:
Pre-approved message templates, response protocols and escalation
procedures laid out before a crisis saves time, increases focus and
reduces risk.
Social@Scale Audience:
Sprinklr’s algorithms can prioritize and assign responses to messages
based on an audience member’s influence. The platform also manages
conversations in multiple languages.
enabling l arge organiz ations to be Social@Scale
© SPRINKLR, 2013