Like all travel businesses, Booking.com has to deal with customers needing to change or cancel their bookings. This often falls to social media teams who need to double down on their efforts to respond to all customer enquiries. Booking.com maintains a good customer sentiment with 67% of customer contact and engagement scoring positively.
How do they do it?
Booking.com responds to every customer comment they receive as quickly as possible. They publicly acknowledge and address every complaint or concern, then invite the customer to send more details via a private message. This approach ensures that all customers know they are working through feedback, but minimises a negative impact on the brand reputation by moving complaints to a private channel. It also has the added benefit of protecting customers’ personal and sensitive information.
Booking.com knows that customers have ever-changing plans they make sure they get in front of this simply by pinning the most up-to-date information, or answers to FAQs to the top of their social media feeds where customers can easily see it and access them. This helps reduce the amount of contact they will have with customers with generic enquiries, allowing them to focus on resolving specific issues.
How you can succeed with social like Booking.com
Remember to always prioritise engaging with your customer feedback before anything else and respond quickly.
Reply to customer complaints publicly so the customer and others can see you are actively acknowledging them.
Collect specific details about the complaint and personal details via a private message.
Be proactive and share any information or FAQs upfront by pinning your latest operating hours and procedures to the top of your social media feeds to reduce customer friction.
Find out how you can increase your customer contact and how you can manage all of your social media enquiries from one place using Maybe*