Social Customer Service Review: SpiceJet

Owned by the Sun Group of India, SpiceJet is an Indian low-cost airline and the fourth largest airline in India. Their vision is to address and ensure that flying becomes affordable for everyone.
On social media, SpiceJet has around 7.03M likes on Facebook and around 15.3K followers on Twitter. As of now they are only present on Facebook, Twitter and Pinterest.
Let’s find out more about their customer service on social media.
Element 1: Tone of messaging
SpiceJet has a friendly tone of communication on social media.

However, when required they do speak out in a stronger voice, have a look at this interesting conversation:

One very odd thing we found about SpiceJet is repetitive creative posts on their channels, both Facebook and Twitter. We found that one creative being posted 13 times in 6 days. This is applicable for both Twitter and Facebook, which makes it pretty clear that the same agency is taking care of both the channels.

Another creative was posted 14 times.

Element  2 – Are they sending canned responses, without understanding the context?
SpiceJet does not send canned responses; each of their interaction with customers is only after full understanding of the context.


Element  3 – Response Time
On Facebook, SpiceJet has an amazing response time of 2.2 hours while on Twitter their response time is around 2.6 hours, which shows that they do have an amazing social media team who care about customer grievances and try to sort out issues at the earliest.
Element  4 – Is brand sending personalized replies?
They are a little clumsy in this respect; they do not always send personalized responses. Here are few examples.

Element  5 – Is brand following up on the complaints?
We didn’t come across any follow across any follow ups by the team.

Element  6 – Is brand answering to all the queries?
With a decent response rate, SpiceJet has negligible queries which have not been answered.
Element 7 – Is the brand present on major complaint forums?
Airlinequality.com is a major forum on airline services reviews. SpiceJet has around 55 reviews on its name with an overall experience rating of 6 out of 10. No response from the brand though.

On mouthshut.com there are over 306 mixed reviews on the brand, however most of them are negatives. Most of the negative reviews are about the rude behavior of on-board or customer care staff and yes SpiceJet is not present on mouthshut as well and no complaints have been responded directly.

Element  8 – Is brand sending duplicate replies?
No SpiceJet does not send out duplicate responses; they listen to the customer’s query first and then responds.
A lot can be done to improve SpiceJet’s customer service and communication with customers on social media. They should include more variety in their content and post timely. Another negative note is that their Facebook timeline is not open for public to post which is a bad practice and fans resort to sharing their complaints and queries on the posts they make which brings out a lot of irrelevance.