TSA has had a big philosophical shift in their agency since 2001. Directly after 9/11, passengers understood the need for extra airport security, and put up with the additional hassles, but as the years have passed, people are less patient. TSA has shifted their focus from “things” (scissors, etc.) to “people.” focusing on behavior detection.
TSA launched this blog to address the change in how they were relating to passengers. They wanted to “get passengers back on their side.” Passengers are a big part of their security solution. They get about 100 comments per week on the blog from customers, and probably 95% are negative. This is okay, because TSA wants to listen to customers. They especially want to hear not only WHY people are unhappy, but listen and get ideas for how to make the whole process easier. If people understand why TSA does something a certain way, they seem happier to comply. In addition to the public, 3,800 TSA workers a week read the blog.
Many reporters also read the blog, and it’s been a wonderful way to get beyond a sound bite, and really explain why something happens. It’s also a great way to debunk myths, and “set the record straight.” TSA doesn’t blog because they want to feel good. They do it to comment on the news of the day, explain why they do the things they do, and push a strategic debate with the public.
When they started, TSA had 5 bloggers ready to respond to comments – and received 7,500 comments in the first 24 hours. Christopher had initially set it up so he received email every time a comment was posted… but quickly turned that feature off.
One of TSAs most popular posts has been their “Hurray for bloggers” post, where they thanked the public for their comments and explained the actions they would take in response. For example, many people complained about inconsistencies in which items were being removed from their bags, so TSA was able to take those comments and immediately ensure screeners in all 450 airports were screening the same way. It showed that the blog is more than a PR mouthpiece. It has helped them connect with customers and “close the circle” to respond to comments.
They’ve implemented a new feature called “Got feedback?” It will allow user comments to go directly to the customer service rep at 7 airports across the country, so they can respond directly back to the customer.
How did TSA overcome obstacles to launch this? They included their attorneys from the beginning, which was tremendously helpful. Their Chief Counsel is one of their bloggers. Their Administrator, Kip Hawley, has been the driving force behind the blog. Above all, they blog to meet their strategic goals.
Their mantra has been “If you tell us we’re stupid, we’ll listen.” It increases credibility with the public – gives people an opportunity to vent, and to explore the reasons behind what the agency does. If people understand, they’re more apt to comply and be part of the solution.
credit: Christopher White, Transportation Security Administration
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=309dcc3f-49ed-49c3-9867-570f60dd76ce)
