Airline executives claim that providing a better customer service is a leading part of their social media strategy this year, although challenges remain how to do so.

This is one of the key findings from a survey of bosses and senior management across 90 airlines around the world, as part of an annual analysis by Simpliflying.

The study found that social customer service as a major priority had jumped from 32% of respondents last year to 40% in 2016.

Customer service was found to be ahead of branding (26%), ancillary revenues (15%), loyalty programmes (12%) and crisis management (6%).

Still, after years of getting to grips with how, when and why to use social media, airlines are realising that operationally a more strategic approach is needed.

Read original article