We helped Eurostar use social media to reshape its online presence following the service disruption over Christmas 2009
The challenge
Following the major disruption to Eurostar services in December last year, Eurostar called us in to review their social media offer. In particular, we looked at how they use it to deal with customer issues around disruption in real time.
Our response
Working with Eurostar’s team we established the @eurostarcomms Twitter channel. This meant we could separate the corporate messaging from the customer service messaging and be clear that we had an authoritative presence online that was the first port of call for queries about Eurostar.
Using this channel we were able to give digital assets, film clips and collateral to interested journalists and stakeholders. This included a unique graphical animation which set out the complex train positioning and helped to explain the nature and severity of the crisis.
We also built a microsite to help respond to the publication of the Independent Review into the disruption.
Results
When the Independent Review announced its findings in February, we provided support on the internal communications activity, so that staff were well equipped to deal with any questions from customers. Because the social media channels were well established we could help Eurostar engage in a positive conversation with stakeholders to better explain the review outcomes.
