Page 124 - The Apple Experience

customers on Twitter (responses within the same hour as the original
Tweet):

(Comment) @I_Heart_Romeo: Your competitors have
functional reservation systems. Your system is infuriating.

(Response) @VirginAmerica: Apologies. Please know that this

experience isn’t typical. We’re getting adjusted to a new res
system. Thx 4 ur patience.

(Comment) @shyonelung: 28 minutes on hold with

@virginamerica. What’s over/under on someone answering

within 40? Or whether I’ll hang up before they do?

(Response) @VirginAmerica: Very sorry. We’re sorting out a
few bugs. Anything we can assist with? Pls follow & DM (direct

message).

Virgin America also explained to some Twitter complainers that

upgrading to a new reservation system is one of the most complicated things

an airline can do and promised that it would be worked out in a matter of
days. I was frankly shocked to see such a high level of customer service from

any airline in the United States. But I was about to get an even bigger

surprise. I decided to tweet a compliment to Virgin America and to request

an interview for one of my articles (keep in mind that most PR folks on

Twitter broadcast messages yet seldom respond to requests). Virgin America

was different. Within 8 minutes—8 minutes—I received a direct message on

Twitter from “Jill” in corporate communications with her e-mail address. We

set up an interview for the next week. Virgin was modeling its commitment

to being approachable and responsive.

Hanging at the happiest place on earth—the Apple Store! —Melanie A.