This week as French travelers bemoan the latest series of airline workers strikes in airports throughout France, they are at the very least receiving updates on the delays and cancellations of their scheduled flights in a timely manner. NPR reported yesterday that SMS technology was playing a huge role in updating customers about their flight status and trying to keep customers from flooding the airports of France. Officials hope that information communicated through mobile phones will keep customers waiting in the comfort of their homes, rather than long and drawn out waiting times at the airport. This current crisis is the first test of Air France?s new reliance on SMS texts to communicate with customers. Last May Air France debuted this new SMS service in which customers would receive updates concerning their flights, baggage and check-ins directly to their phones.
Air France officials, and KLM Group officials, partners since 2004, made the decision in the winter of 2011 to more fully embrace cell phone technology and lead the way in mobile communication with travelers. According to an article in Les Echos, published in May of 2011, this decision was spurred on by bad weather in France and numerous flight delays and cancellations that winter. Chaos in French airports, and criticism concerning the communication channels used by French airlines, encouraged Air France to consider alternate forms of communication than traditional news channels and the Internet. As a result Air France/KLM Group turned to the most logical and predominate means of communication in the world today ? the cell phone.
With 5.1 billion people on the planet with cell phones, sometimes more than one per person, the easiest way to reach a customer is through their cell phone. Particularly since the average text message receives a response within 90 seconds of receipt, in contrast to the much slower response associated with email. (Hubspot, 9/06/11). SMS messages are less time consuming that phone calls placed by the company to individual customers. These messages are quick, clear and concise, directing customers to the specific information they need.
At the time of publication, Les Echos cited that Air France had sent 620,000 alerts in eight different languages to its passengers. Customers need only supply Air France with their cell phone number and email address at the time of ticket purchase. Within the SMS message from Air France, customers with smartphones can click on a link and visit the company?s website, where they can edit their reservation, redeem their frequent flier points, and choose their seat.
Christian Herzog, Air France/KLM Group?s marketing manager was proud to point out that Air France was the first major airline to use mobile technology in this way. He also pointed out that the capabilities of the passenger through these technologies are on par with that of travel agents.
Since Air France?s announcement, Continental has followed suit with an SMS text message program very similar to that of Air France. Continental offers its customers a multi-tiered program. Customers can opt-in for one-time updates concerning a specific trip, or for ongoing messages. Continental promises a single text per flight change, ensuring customers do not get inundated with alerts, and start to disregard the alerts.
It is only a matter of time before more airlines and businesses of every type and industry follow suit. SMS notifications and mobile communication are the future of communication in the marketing and business world.
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