From the previous case study I did on Nestle, it seems like there’s a lot more companies that are also facing similar issues on Facebook with their customers. I am not going to push the blame on the customers but it’s more of a badly mismanaged social media case from them. The user backlash on Facebook seems to be going south for Tiger Airways after a few incidents that are unfavourable.
In a recent report, some users who are ‘fans’ of Tiger Airways Facebook page noticed that they were deleting negative comments from their wall and banning users who gives them those feedbacks. The way I see it, Tiger only wants their page to showcase the good side of customer feedbacks and hiding the negative aspects of it.
Tiger recently posted the above question on their fan page and it clearly got a lot of responses, both good and bad ones. However, the first ever comment was a negative one and instead of taking the feedback into their stride, the comment was ignored and the user was banned from posting again.
Under their discussion board, there were many questions left unanswered but there was one which got our attention.
The first post was marked as irrelevant by Tiger Airways but lucky for us, it’s still viewable by clicking ‘show post’. Here’s what we got:
Personally, I don’t think the above comment is irrelevant at all; as opposed to Tiger Airways’ opinion. It clearly was posted by a concerned customer of theirs and they should have handled it in a proper manner rather than going for the easier route of ignoring the comment.
At this time of writing this article, it looks like Tiger Airways has deleted all the negative discussions that were on their page.
Ironically, Derek Yeo, head of marketing at Tiger Airways was quoted once that he aims to get Tiger Airways to be more personal with their customers.
“You might be very cheap but if one has to go through a lot of trouble to avail your services it might not be worth it. We obviously reach out to budget and price-conscious travellers but we want to bring value to them not only through price but through a little extra smile, the ease with which they booked and seamless service.”
Given this goal, he has set out to put the airline much more firmly in touch with potential passengers. Here Yeo, a man with clear passion and energy for his brands, has a very definite plan.
For a Singapore based airline, I’m disappointed with the way they are handling their customers. Their approach to only take in the good side of things and block out the bad side makes me think that their communications department are made up of amateurs.
Screenshots by TravelAgency