KLM and the Art of the Twitter Takeover

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Last week, KLM wrapped a bold experiment in proactive social customer service, with the #happytohelp twitter takeover.

The airline combined a new physical presence at Schipol Airport in Amsterdam, in the form of a glass pavilion open to passing travelers, with over 30 social customer service agents, combing Twitter for customer issues and across multiple airlines, not limited to KLM or even European flights. The concept of socially connected contact centers has been one championed by KLM for several years.

The “Twitter Takeover,” was undertaken as a brand building and public engagement exercise that combined the real-space, where customers could chat in person with KLM social media reps, with a presence on Twitter that welcomed a broad range of questions, issues, and other interactions. Bart Mol, Creative Director of DDB & Tribal Worldwide, partners with KLM in this new experiment, said: “With this Twitter takeover we want to help as many people as possible, not only KLM customers, but passengers worldwide, to travel more comfortably,”

Certainly KLM’s new approach to brand building and outreach to existing customers is unique among airlines. KLM has been an innovator in proactive social customer care among airlines, being among the first  to create a dedicated social customer care team, during the volcanic eruption in 2010. What will this latest experiment by the Dutch carrier yield for the company?

Here’s  #happytohelp in action:

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