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.

Campaign creation, measurement and monitoring

Cathay Pacific monitor its social and digital campaigns using Brandwatch Analytics, tracking how its efforts are picked up across social networks. Seeing how its campaigns are being shared online is a key measure of success for the company.

The airline uses social listening to identify the latest trends people are talking about around travel or destinations. These insights help inspire future campaigns that will be relevant and resonate with its key customers.

Crisis monitoring and alerts

Brandwatch Alerts helps you stay on top of what people are saying about your brand. Alerts deliver notifications about shifts in your data to any email address within an organization.

Using Brandwatch Alerts, the social team at Cathay Pacific are the first to be informed on any activity across the web. The team are responsible for instantly communicating issues as they arise to the relevant teams.

This real-time notification allows the team to quickly work with the necessary departments to formulate the appropriate strategies.

“Brandwatch helps us measure how many people are currently talking about an issue. This allows us to gauge how big the impact is. We can then be proactive with our updates and any communications with passengers.” says Priscilla.

Download the case study in full to understand how Brandwatch alerted Cathay Pacific to a potential crisis, allowing the airline to take appropriate action to minimise any risk.