By Latrisha L. Powe
So I read an interesting article called “Tale of the Tiger: Customer Service” and I found that they created a great way to effectively impact consumers through digital media. So what was the Tale of the Tiger ? You may have asked yourself! Well, the Shorty Awards summed the story up saying, “
At Tampa International Airport, it’s always personal. The airport used social media to make that point by highlighting the story of an airport operations manager who went above and beyond for a little boy who left his toy tiger in an airport play area.” How did Tampa International Airport draw consumers in with a lost toy tiger ? By using their childlike imagination and bringing the tiger to life! To life you may say? Yes, the operational manager took the toy tiger on a great adventure throughout the airport. They promoted their passion for customer care by adding a personal touch. The opeational manager took the toy tiger throughout the airport terminal and took many photos to create a story. Consumers are drawn to stories that elicit senstivity or play on their emotions. This was an awesome and sentimental act especially for consumers who love and/or have children!
Well, of course a child would be upset to lose their favorite stuffed toy and they airport’s operational manager was sensitive to this. The mother of the child called the airport about the missing toy tiger and this was the gateway for the airport to really prove their genuine customer service through sharing the toy tiger’s adventure on social media. The social and consumer experience was addressed in an adventourenous, heart-warming, genuine, loving , and emotional experience. The stated,
“We wrote of how a frantic call from a boy’s mother led to the discovery of the lost tiger, and we reached out to that mother to get her account. We described how an airport employee took it upon himself to then take the boy’s tiger around the terminal, photograph it and make it into a book. We mentioned that he did this on his lunch hour and later used a coupon code that evening to make a hardbound photo book at Walgreens.
We posted the story on Facebook and Twitter with a handful of photos, linking back to the story on our website. As interest in the story grew, we continued to keep it personal. When a staff member’s mother posted on Facebook: “What a great story. What a great airport,” the airport answered: “Thanks, mom!” That prompted this reply: “I love that TPA has a mom … who’s also on Facebook.”
Marketing this story on Facebook and Twitter drew a lot of attention because they took the story viral. The mother of the child who lost their toy tigger supported the airline and spoke on how much she loved them! This was a successful attempt because it involved the family of the toy tigger, involved their followers on their social media platforms as well as the workers at the airport. This showed a strong and powerful company and consumer relationship not built on business relationship but a more emotional relationship.When a company can show compassion it grows a company. People love great customer service and with great customer service comes more support. Due to this act of kindness the airline allowed them to be recognized internationally. One toy tiger changed not just the hearts of the airline,but the world!
Anointed Marketing by Latrisha 