KLM and Facebook Messenger

[Guest]

KLM wanted to make it easier for customers and agents to have meaningful conversations, without compromising privacy. The airline knew that its customers spent a lot of time on Facebook and Messenger, making them ideal communication platforms. But KLM also knew that people are not allowed to share sensitive travel information on its Facebook Page. So KLM added the “Send Message” button to its Page, allowing people to quickly, seamlessly and privately communicate with its agents. This simple action resulted in an instant 40% increase in Facebook messages from customers, so KLM collaborated with Digital Genius to implement artificial intelligence (AI) for its social media channels—including Messenger—to respond to the growing number of messages. When agents receive a question from a customer, they are given a proposed answer through AI (which is trained to answer more than 60,000 questions). KLM uses Messenger to provide meaningful and satisfying service for its customers, both meeting and exceeding their expectations. Since January 2017, the airline has achieved: 40% increase in customer interactions with Messenger 15% of online boarding passes are sent via Messenger 5-point higher average Net Promoter Score (NPS) on Messenger than goal.