How We Helped GoAir Fly Higher with a Customer-First Digital Strategy
About
GoAir, one of India’s leading low-cost airlines, is committed to providing seamless and affordable air travel while maintaining exceptional customer service. With a focus on operational efficiency and passenger satisfaction, GoAir continuously strives to enhance its digital engagement and responsiveness, ensuring a positive brand experience for its customers.
The Objective
GoAir faced growing concerns over customer responsiveness, leading to a perception of being unapproachable. With an average Turnaround Time (TAT) of 3 hours and negative sentiment as high as 25%, the brand struggled with customer engagement. Additionally, as a budget carrier, GoAir had the lowest Share of Voice (SOV) in the industry. The challenge was to transform customer interactions, drive positive advocacy, and establish GoAir as a proactive and responsive airline.
Our Approach
- Dedicated CRM Team: Implemented a 24/7 response management system to handle customer concerns efficiently.
- TAT Optimization: Reduced the response time from 3 hours to just 25 minutes, ensuring swift query resolution.
- Sentiment Analysis & Brand Advocacy: Leveraged listening insights to identify key concerns and launch proactive engagement strategies.
- Community Engagement: Strengthened brand presence by addressing queries across digital touchpoints, improving customer trust.
- Crisis Management: Developed a real-time escalation framework to address critical concerns before they turned into crises.
Results
ROAS
67
%
Year Over Year
Revenue
24
%
Year Over Year
Sales
15
%
Year Over Year
Results
Strategic interventions led to a significant shift in brand perception and customer engagement. Negative sentiment dropped from 25% to 8%, while mentions increased by over 200%. The query closure rate soared to 96%, handling over 50,000+ customer queries across digital platforms. Positive mentions tripled, and GoAir’s app store rating improved by 50%, rising from 2.2 to 3.3.
Additionally, GoAir successfully managed a high-risk crisis involving a celebrity tweet that gained traction. By swiftly addressing the concern and engaging offline, the tweet was deleted and replaced with a positive update—preventing a potential PR setback in under 30 minutes. Through an agile and customer-first approach, GoAir transformed its digital responsiveness, reinforcing trust and loyalty among its passengers.
