Airphil Express moves to expand customer reach

Recognizing the opportunity offered by social media in expanding customer reach, Airphil Express introduced a round-the-clock dedicated customer support service on popular social media sites Twitter and Facebook.

Airphil Express’ 24/7 social networking presence is in line with its customer-oriented policy, not just during flights but also in the crucial before-and-after sales.

The development of Airphil Express’ customer service feature is instructive of what it takes for a brand to be receptive to the pulse of consumers. When first launched in March this year, Airphil Express provided social media customer support during office hours from 9 a.m. to 5 p.m.

Less than three months later, the servicing period was extended until 10 p.m. initially on weekdays and, later, even on weekends, which more than doubled the incoming number of comments from Twitter and Facebook users. Noting that messages asking for updates about flights especially during the rainy season were being posted in the wee hours, the airline pushed for the August launch of its “any time of the day, any day of the week” customer assistance to provide an almost real-time responses, just less than six months since the airline started the feature.