The New Delta

delta-change.jpg

A few weeks ago, there was considerable buzz about the Delta Airlines Twitter page. There were initial hopes that Delta might actually be behind it. In the end, it appeared to have been a Delta employee, but whether he/she was acting alone or for the company is not known. The page has been quiet for 2 weeks so one can assume that the experiment is over. That said, It looks like Delta is trying some new ways of connecting with their customers and adding value to the travel experience.

Today, I was invited to check out their new microsite: Siteseer Travelcast. It contains short video travelcasts of featured destinations presented by delta employees. Think about the air travel experience. It’s generally unpleasant. You do it for the destination. When you are traveling to an unfamiliar place, its great to get suggestions from people who have been there on what to do, where to eat, etc. Does Delta have untapped assets that they could use to provide this guidance to their customers? You bet they do! Flight attendants, pilots, ground crew live in most of Delta’s featured destinations and know the landscape. Now I am not naive enough to believe that there isn’t some “paid for” placement of advertising for the shops and restaurants presented in some of these videos. Nevertheless, I’m getting some really useful information presented with a human face, and that helps me to engage with the brand.

Siteseer is only one element of Delta’s new customer focused approach. On their website is a link to another microsite that discusses all of the innovations they are currently testing. Things like zoned seating, language lessons, RFID baggage tags, restaurant buzzers, etc. It also has a place for you to leave your ideas or travel tips and the plan is for the site to evolve into a truly collaborative forum:

Delta.com/change represents a whole new way for Delta to connect with the global community and, ultimately, redefine the travel experience. Out of the gate, this site will serve as an informative tool, tracking all the exciting changes going on with us and showcasing travel tips and ideas from people like you.

Very soon, though, it will evolve into something truly collaborative—truly revolutionary.

We envision a forum for open, honest dialogue between airline and air traveler. A place where your ideas may very well influence how we operate in the future. And a stockpile of user-generated tips that will make travel more enjoyable and sane for us all.

All of this is really good stuff and I applaud Delta on the steps they are taking. From a Sense & Respond standpoint, they are really reaching out to Sense what their customers want them to be. The challenge will be for them to consistently deliver all of these great new innovations while at the same time, getting the basics right. I have not flown on Delta in over a year. Perhaps you have. Have you noticed a difference in Delta?

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