AGS: READY FOR SOCIAL TAKE-OFF

Skyrocketing engagement across not just one but three brands

The airport isn’t just the gateway to your holiday, it’s part of the experience.

Airports are bustling hubs with thousands of passengers and endless customer requests, many of which are urgent or time-sensitive. With such high demand, how could we help three major UK airports address customer queries more efficiently while improving their overall brand reputation?

We took a deep dive into analysing how other UK airports were managing customer enquiries on social media. Through competitor benchmarking, stakeholder interviews, audience analysis and tone of voice setting. This research revealed three key areas where we could make a real difference and help the airports stand out.

Our goals were clear:

reduce response times
proactively engage with customers
simultaneously protect
strengthen the brand reputation of AGS Airports.

To tackle these challenges, we rolled out a comprehensive social media management strategy tailored specifically to the needs of the airports.

We addressed this by sharing relatable, positive content and excelling in community management to address and resolve negative conversations. We also highlighted enjoyable aspects of the travel experience, such as dining options and comfortable lounges.

We began by making it a top priority to respond to every customer query as quickly as possible, ensuring no one was left waiting. We also created a centralised knowledge base of frequently asked questions (FAQs), which allowed us to streamline responses and provide customers with quick and accurate information. For more complex or sensitive issues, we collaborated closely with the airport teams, setting up dedicated crisis communication channels to resolve matters promptly. And when it came to addressing negative feedback, we implemented thoughtful strategies to turn those conversations around and protect the airports' reputations.

The results were undeniable. Response times to customer inquiries dropped significantly, allowing us to respond to passengers quickly and effectively. This improvement led to higher levels of customer satisfaction, as people appreciated receiving timely, helpful answers. Additionally, by handling negative feedback in a constructive way, we were able to prevent potential damage to the airports’ brand reputation and ensure a positive experience for both passengers and the broader public.

By overcoming these challenges AGS have successfully enhanced their social media presence, passenger engagement, overall industry competitiveness and gained positive sentiment. Our proactive approach helped these airports navigate the busy, often challenging world of customer service.