There are many companies that provide CRM solutions that could have saved American Airlines from looking incompetent. A rules-based email system like Responsys could have sent out custom emails based on impact to travel plans of the individuals, their frequency of travel and status, and appropriate compensation for the problems. The consumer would have been treated like an individual, and that goes a long way to customer satisfaction -- immediately setting consumer expectations and resolutions.
In American's defense, it provided those stranded passengers with meals, hotels and vouchers for future American flights, but had that been communicated to them as individuals, a lot of stress and a lot less screaming at the American Airlines employees would have taken place.
In a screw-up this massive, you are going to lose people, but fast communication with individual resolution is what is essential. Actual CRM.
Never before have I seen an example of where a well-planned, rules-based CRM system enabling quick customer resolution would have saved a company so much money and headache.
When the individual feels like they are treated like everyone else, they just feel like a flesh pod that you plop in seats.
Look, American Airlines is trying. I'm sure it is. But it is reactionary. And trust me, no one is more frustrated than every American employee that has to deal with irate customers. You could give those customers jewels at this point and they still probably wouldn't be happy.
Let's hope this is an example of what digital can accomplish at its best, and what happens when it's not leveraged, period. It not only affects your customers, but the impact on your own employees cannot be underestimated. How many American employees are now searching for another job because of having to deal with a week's worth of angry passengers?
What can your CRM system do? And are you prepared for when the wheels come off?
Sean X Cummings is director of marketing for Ask.com.