Already sporting award-winning customer service, a top airline upped the ante to add a new channel to its communication plan and make conversing with its customers easier than ever. After thorough discussion with West, they decided to try an SMS chat service. Their guests contact them from a cell phone 7 out of 10 times, so a text messaging tool just made sense.
But with such a new concept, they had no idea how their guests would respond. So the airline decided to pilot the program by inviting a group of targeted customers to try out the SMS service for the first time.