SOCIAL CUSTOMER

SERVICE AT KLM
GROUP A:
● Aliya Puspita A (1806230573)
● Avilia Nurul S (1706972631)
● Azarine Belinda P (1806234432)
● Bagastama Aulia M (1806213011)
● Bian Apta Putra (1806213522)
● Yola
QUESTIONS REGARDING KLM’S CUSTOMER SERVICE
1. Why does KLM think that Customer Service is the most important application
of social media?
2. How does KLM determine which social media platforms to use?
3. Explain the reasoning behind KLM’s “. . . don’t be afraid to fail” philosophy.
4. KLM’s “one-stop shop” model probably increases the time a social agent
spends responding to a customer’s inquiry. Why does the company use this
approach?
5. Many airlines have yet to embrace the use of social media like KLM. What
challenges do you think other airlines face when making the transition to
using social media?
6. Choose an airline in North America (United Airlines), compare KLM’s social
media and the airlines of your group’s choice!
SOLUTIONS

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 Why does KLM think that Customer Service is the most
01 important application of social media?

● Because KLM uses social media to run contests,

entertain passengers, and promote the airline,
customer service remains the clear priority for the
social unit.
● If a customer asks about changing their ticket, the
social agent will look up the information and
respond with a customized answer instead of just
sending a link to the company’s general terms
and conditions Web page.
● KLM believes customer service of social media
can be helpful to the customer by answering
question quickly.
 How does KLM determine which social media platforms to
02 use?
● Observe the Needs
According to the case, Customer needs
explanation regarding their flight that has been
postponed because of volcano eruption.
● Find the Majority Platform that the
Customers Use
Instead of calling customer service, many
customers seeks information in social media,
such as Twitter and Facebook, regarding this
issue.
● Determine the Right Social Media Platform
Because of the overflowing question in social
media, Twitter and Facebook seems like the right
platform for KLM.
 Explain the reasoning behind KLM’s “. . . don’t be afraid to fail”
03 philosophy.

Karlijn Vogel-Meijer, Manager Social Media at KLM,

explains that the company understands mistakes
are bound to happen from time to time, giving it
the freedom to try new things and innovate.

The reasoning behind KLM’s “. . . don’t be afraid to

fail” philosophy is because it’s hard to be innovative
if they’re always worried about making mistakes.

When trying to be innovative, it is almost impossible

that everything works on the first time. Therefore, by
encountering failures, we can use them as a great
lesson on what to change going forward.
 KLM’s “one-stop shop” model probably increases the time a social
04 agent spends responding to a customer’s inquiry. Why does the
company use this approach?

● It makes KLM customers feel appreciated

because KLM pays specific attention to their
customers to provide them the most effective
and efficient service.

● Because KLM has a goal to resolve the

customer’s issue through the social
channel used to contact the company
where customers could conveniently
purchase their tickets in the same channel.
 Many airlines have yet to embrace the use of social media like
05 KLM. What challenges do you think other airlines face when
making the transition to using social media?
● The staff’s lack of skill in using social media

● Difficulties in managing the social media (to

response and post frequently)

● The content ideas to engage the customers

● The cost of employing people to keep the social

media updated

● There are many social media platforms that

make it difficult for us to decide which one to
put the most time and effort to reach the target
market.
06 Choose an airline in North America (United Airlines), compare
KLM’s social media and the airlines of your group’s choice!
KLM United Airlines

As we can see from general comparison above, KLM has 10 social media for their customer service
experience, meanwhile United only provided 6 social media to reach out their customers and all of them are
also have been used by KLM. So in the number of platform used , KLM definitely won the battle. In this
section, we will compare three social media platform between them, there are : facebook, instagram, and
twitter.
 KLM’s FACEBOOK PAGE
06

In their facebook pages, KLM posted

many information, photos, and
videos. Usually they posted it up for
more than twice a week.

KLM also very responsive to messages

on facebook. On their page, facebook
statistic shown KLM replies to the
message within minutes.
 UNITED ’s FACEBOOK PAGE
06

In their facebook page, United is also active to post many

important information, photos, or videos. Usually they post United also maintain their relationship with customers, they're always
it for more than three times a week. Unfortunately, United trying to reply the message on their page. However, there are no
only has one page for global. statistic data that show how responsive United is on messages.
 INSTAGRAM PAGE
06

Both of them aren't providing customer service experience

on this platform.
 TWITTER PAGE
06

From our general observation,

both of them are frequently
active to reply any question or
complaint from customers
within <12 hours interval since
the tweet was sent to them.
THANK YOU

CREDITS: This presentation template was created by Slidesgo,

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Please keep this slide for attribution