Firm guidelines
A monitoring tool is used so that the people at the hub know exactly what kind of contact someone has had before. Anna: “Suppose you tweet in August that you are delayed, then I can see in the system that you were also delayed in March, for example. With that information I can respond more adequately.” This also prevents the customer from being sent from pillar to post. “If a problem is really complex, the webcare colleagues sometimes submit it to Customer Care,” Catharine adds. “And it is possible that contact is also made by telephone. It all concerns the same customers, so all those channels work closely together. But in general, the questions can be solved well via Twitter or other social media channels. The rule is that you will receive a response from us within an hour and a solution to your problem within 24 hours. The latter is not always possible, but it is a solid objective.”
Not just webcare
To make it fun for fans and followers on Twitter, Facebook, Hyves and japan phone number list YouTube, fun activities are regularly organised. There have already been many highlights. “KLM Surprise, for example, was a great success,” says Anna. “We also won a bronze lion in Cannes and a gold spin award for the best cross-media concept.” It worked as follows: as soon as someone checked in via Foursquare at Schiphol, a quick search was made through their profiles on Linkedin, Twitter and Facebook to find information so that they could offer a gift at the gate that was as personal as possible. For example, a PSV fan who was going to New York received a guide indicating in which bars he could watch the upcoming match. That campaign was restarted this month.
“Another big success was Fly2Miami,” says Catharine. “A famous DJ asked on Twitter if we could start direct flights to Miami a bit earlier, because of Springbreak and the Ultra Music Festival. We challenged him to mobilize enough other dance lovers so that we could organize a special flight. Interested parties could register via www.fly2miami.nl . From 150 pre-registrations we would arrange the flight. And we succeeded!” Anna: “On March 21, we carried out the flight. It was a big party and a world first: the first crowdsourced flight!”
Anna and Catherine indicate that this course will be continued: “We will continue from these actions and we will continue to look for chances and possibilities. We can develop even further, both in the field of campaigns and in the field of webcare,” says Anna. Catharine concludes: “So of course we will continue to do that; innovate to continue to bind and captivate our fans and followers.” It was recently announced that KLM will be active on social media 24 hours a day from 18 July 2011 , the first company in the Netherlands and one of the first airlines worldwide.