Delta Airlines: Exceptional Customer Service on Twitter

Key Takeaways:

– Delta Airlines has been recognized for its exceptional customer service on Twitter.
– The @DeltaAssist program was the first airline program in the U.S. to use Twitter for customer support.
– The @DeltaAssist team has expanded to include 12 empowered reservations agents who serve customers 24/7.
– The team uses a triage system to respond to tweets and has developed the “Twitter Watch” program to address customer complaints in real-time.
– The Twitter strategy has created brand evangelists who appreciate the exceptional customer service provided by @DeltaAssist.

The Importance of Twitter in Customer Service

Twitter has become an essential platform for businesses to connect with their customers and provide real-time support. Delta Airlines recognized the potential of Twitter early on and became the first airline program in the U.S. to use the platform for customer support. This move has proven to be a game-changer for the airline, as it has allowed them to provide exceptional customer service and address customer concerns in a timely manner.

The Birth of @DeltaAssist

The @DeltaAssist program was born out of the realization that Twitter could be used as a powerful tool for customer support. Initially, a team of community managers provided support on Twitter from Monday through Friday during specific hours. However, as they listened to customers and understood their needs, they realized that they could do more. The team expanded to include 12 empowered reservations agents who are available 24/7 to assist customers.

The Triage System

To effectively manage the influx of tweets, the @DeltaAssist team uses a triage system. This system allows them to prioritize and respond to tweets based on urgency and severity. By categorizing tweets and assigning them to the appropriate team member, they ensure that no customer concern goes unnoticed. This efficient system has helped Delta Airlines provide prompt and effective customer support on Twitter.

The “Twitter Watch” Program

In addition to providing customer support, the @DeltaAssist team also developed the “Twitter Watch” program. This program allows them to address customer complaints about airport facilities or service in real-time. By monitoring tweets and identifying issues, the team can quickly take action to resolve problems and improve the overall customer experience. This proactive approach has been well-received by customers and has helped Delta Airlines enhance its reputation for exceptional service.

Creating Brand Evangelists

The exceptional customer service provided by @DeltaAssist has created brand evangelists for Delta Airlines. Customers who have experienced the airline’s exceptional support on Twitter have expressed their appreciation and loyalty. They have become advocates for the brand, spreading positive word-of-mouth and recommending Delta Airlines to others. This organic promotion has been invaluable for the airline, as it has helped them attract new customers and build a strong brand reputation.


Delta Airlines’ use of Twitter for customer support has been a resounding success. The @DeltaAssist program has allowed the airline to provide exceptional customer service, address concerns in real-time, and create brand evangelists. By leveraging the power of Twitter, Delta Airlines has set a new standard for customer support in the airline industry. Other businesses can learn from their example and harness the potential of social media platforms to enhance their customer service and build strong customer relationships.

Written by Martin Cole

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