On social media, Lundgren said:
"We are going to move away from offline form-filling to online feedback but the most difficult challenge is how to interact seamlessly with our customers through social media until it’s time for their next holiday. I’ve seen a number of clumsy attempts from companies trying to play a part through Facebook. People regard Facebook as their area where they choose who to accept as a friend. As a company coming in you have to be very careful. Social media is definitely useful as a customer service tool but also a way to engage and get people to participate in your company.You can read the rest of the interview with Marketing Week here.
"In the Nordic region we have created a community on Facebook where customers can participate in developing our next holiday concept and we ask if they have friends who would like to participate - although we are transparent that it’s a trial and not a guarantee their ideas will be implemented."
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