Ben Davis says, “KLM social media manager Karlijn Vogel-Meijer was one of the most enlightening speakers at 2016’s Festival of Marketing.

She told the story of KLM’s work on social media, including the latest footnote – using AI and bots to enhance the customer journey whilst maintaining a human touch.

Here’s a recap..

The three pillars

KLM has traditionally had three pillars to its social media strategy that had been in place since around 2011 – service, brand and commerce.

  • Service: Commitment to a one-hour response and a 24-hour solution in multiple languages.
  • Brand: Establishing the brand as a social media front runner and strengthening the perception of KLM’s existing brand and values.
  • Commerce: Developing social media channels towards a cost efficient acquisition channel for fans and followers, tickets and ancillary”.

How KLM uses bots and AI in ‘human’ social customer service

Econsultancy

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