It is believed to be the first of its kind in Asia – a brand new, state of the art centre co-located with all of the airline’s executive management in its corporate headquarters building at the Ninoy Aquino International Airport in Manila, Philippines.
Staffed 24 hours a day the unit monitors and directs all social media interaction with customers of the nation’s largest airline (it carries more passengers than the so-called national carrier Philippine Airlines).
From here the team can see what issues are important to customers not only of Cebu Pacific but, for example, their leading competitors PAL and Air Asia.
They can see what the main reasons for contact Cebu are minute by minute, such as to make a booking, order a special meal, request a refund, make a complaint or just make an observation.
The airline’s Chief Executive Advisor, Mike Szucs, makes a point of calling in first thing each day to get a sense of the burning issues and to generally take the customer temperature of the business.
Clever technology reveals trends and issues and displays these interactively in a similar way to that used by news and sports broadcasters with a huge video wall and large high definition touch screen monitors.