KLM Royal Dutch Airlines
Work with KLM Royal Dutch Airlines, the oldest airline in the world, began with a developed strategy that proposed substantial changes their primary social media channel, and building another channel from scratch. Our KLM engagement included the development of content and management of the KLM Blog on behalf of the airline; along with managing the KLM account.
Our goal with the KLM Blog was to personalize the airline brand with relatable content, to develop a humanized relationship between the audience and the brand that allowed travelers to view KLM not just as an airline, or a corporation, but a ‘friend.’
KLM’s social media, specifically Twitter, is today considered among the best, most responsive, and effective airline customer service. And to think this all began as an experiment in social service?
KLM was presented with a simple, but focused, concept: monitor not just those directly conversing with @KLM, but seek out those referencing KLM, KLM’s hub airport and those discussing or directly referencing targeted competitor airlines. Trough this proactive seek-&-engage strategy – initially being run by one person 18 hours a day – KLM was able to not only respond to those seeking assistance, but win over long term loyalty, reduce conflict, and recruit travelers from other airlines.
KLM has credited €25,000,000 in revenue and cost savings over the five years since we developed that social customer service strategy on their behalf.