Contact with customer takes place only via social media
KLM has more Facebook fans than any airline in the world – more than 5 million of them – and more than 800,000 followers on Twitter. Now it is encouraging actual payment for extra services via social media.
KLM says its social media strategy is based on three pillars: Reputation, Service and Commerce. The airline has been voted as the world’s most “socially devoted” company, according to the social metrics company SocialBakers. Every five minutes on social media it shows the response time for its 130 social media agents to respond to around 35,000 queries on Facebook and Twitter each week.
“Commerce is the more challenging component of our strategy,” it says. “Few companies have successfully derived revenue from social media, but we aim to be among those that do.”
Customers can arrange extra services through social media. Now the airline is providing the possibility for “social payment”.
Similar to booking on the phone, customers can ask about the best fares for the dates they want. KLM sends a link in a private message on Facebook or Twitter. The customer then chooses the preferred payment method and makes the purchase. In this way, contact with the customer takes place exclusively through social media.