KLM’s In-House Expert on the Benefits of Social Media Customer Service
Photo Credit: KLM's social media control room. KLM / Ben Kortman
Skift Take
Yes, KLM is on a league of its own by being able to leverage all the social care interactions into offers and purchases, but it's still working hard to integrate all its reservation systems, customer database, and social media interactions.
For KLM, social media is about more than retweets and viral content.
The Dutch airline has invested an undisclosed amount into making sure its business model is groomed to provide the highest level of customer care on its social media channels, and it consistently tops its airline peers — some with much larger budgets — on Twitter, Facebook, and other social networks.
Today, customers around the world can rely on its 150-person, 24/7 social care staff to handle 60,000 mentions and 7,000 queries a week in 14 languages: Chinese, Dutch, English, French, German, Italian, Korean, Japanese, Norwegian, Portuguese, Russian, Spanish, Thai, and Turkish.
Skift recently talked to Karlijn Vogel-Meijer, Social Media Manager at KLM about its evolution as a social customer service beast and what happens when people are happy to help. An edited version of the interview follows:
Skift: Customer service is so visible on your brand's social media channels, how did KLM learn to b
