AdAge points us to a nice brief and concise case study involving Delta Airlines and Southwest Airlines in America who both use Twitter. Southwest has actively managed the relationship with their customers during crisis times, using it to inform travelers of any new updates during an emergency, but also using their Twitter account as a CRM tool for learning more about their customers. Delta has gone the opposite route, deciding not to respond to any criticism online.

Also good to notice is the initiative by Virgin Airlines to respond to tweets as their customers are flying. Virgin has internet connections on board all their flights and they can monitor exactly how their customers feel.