Cathay Pacific Case Study: Using Social Data to Inform a Global Business

Founded in 1946, Cathay Pacific is the flag carrier for Hong Kong.

70 years later the “World’s Best Airline” according to Skytrax World Airline Awards travels to 173 destinations worldwide and transports approximately one million passengers each month.

As the world’s top airline expectations and perception of the company are high. Customer service is a top priority for the organization and therefore every touch point a customer engages with deserves exceptional customer service.

As consumer choice increases, the competitive set for many businesses also widens. And when it comes to differentiation of brands and products, perception of whether an organization provides a good customer experience can be a deciding factor for many of us.

Enterprise listening platforms can provide a 360° view of customers and assist business in providing world class customer service across multiple channels.

Social media flows through nearly every department at Cathay Pacific from marketing communications to employee recruitment and customer service. Cathay Pacific is committed to hiring people who are skilled in business, communication, storytelling, marketing and writing. It’s a real showcase of just how vital a role the social team play within the whole organization.

Sharing insights across the business

With over 23,000 staff members worldwide and teams on the ground at every location the airline flies to, the effective distribution of critical communication is a top priority for Cathay Pacific.

Priscilla Chok is digital marketing manager at Cathay Pacific. In her role she works alongside multiple departments from corporate communications and customer service, sharing knowledge and insights.

We work closely with our digital retail team, which manages the website sales, online sales, and mobile sales. We like to understand how the content that we generate can bring quality traffic to the website.

priscilla chok, cathay pacific

Regular reporting

Cathay Pacific use Brandwatch Analytics to report on a variety of social metrics, campaign measurement and digital activities.

The reports created using data gathered from Brandwatch Analytics help the airline understand how its own channels are performing, which content has performed best and identify areas for improvement.