The problem with big data is there's so much of it, and it can be difficult to apply to the front line of the business. Qantas is turning to small data by using geo-location based social tools to help improve the service and offer customers a better, more personal experience in its lounges.
It is also aiming to head off complaints made via social media before they are amplified by the echo chamber.
The airline is working with location-based social aggregation company Local Measure to track geo-tagged social media posts as a way to improve service at specific locations. The Sydney-based start-up aggregates public social data from posts on platforms including Twitter, Facebook, FourSquare and Instagram around a location and feeds the information back to brands in real time.
The tool notifies on-site staff or managers staff directly bridging what happens online with offline. It is based on the idea of putting bite-sized pieces of data brand into the hands of people who can action it immediately to have an impact on the business.
Jonathan Barouch, founder and CEO of Local Measure told AdNews different clients use it in different ways but for Qantas, it can deal with minor issues that have a big impact on how its customers experience its lounges at a specific moment.
For instance if a passenger in the Sydney lounge posts an Instagram photo saying it's their birthday and tags the location, the lounge manager is notified and can surprise them with a cake to celebrate, which in turn is likely to generate more positive feedback. Or if there are complaints about amenities or food - they can be addressed.
The reality is, Barouch said, that often people complain on social media before speaking directly to staff and unless companies take action swiftly, the risk associated with a social swell could potentially be more damaging than the original complaint.
Qantas also used the tool when it opened its new airport lounge in Hong Kong which meant it had immediate feedback within minutes of the first guests entering – something it wouldn’t have from traditional research.
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