I would like to share an amazing example of customer service, and what can be accomplished when a business truly puts a customer – and not a brand, product or service – upfront and central in its core focus. This is also a great example of why businesses need to be listening to and participating amongst the conversations that are happening about them in social media.
Last month, Dutch airline KLM announced on Twitter that they would be restarting their Amsterdam to Miami route on March 27th. Following the announcement, a Dutch DJ and a filmmaker replied, both indicating that the flight was too late for a DJ festival that was starting in Miami a week earlier. They also mentioned that they could easily gather enough people for a full flight, should KLM wish to move up the launch date so they could attend the festival.
It’s safe to say that most airlines would likely have ignored this request – at most, the DJ and filmmaker would have received a polite reply on Twitter.
What did KLM do? They took the DJ and filmmaker up on their challenge! If the DJ and filmmaker could get enough people to book for the flight, KLM would restart the route to Miami a week earlier. Within five hours, 150 requests for the flight were collected.
On Twitter, KLM announced that they would be re-starting their Amsterdam to Miami route on March 27. A Dutch DJ and filmmaker then replied, mentioning that the flight was too late for a DJ festival in Miami starting a week earlier. They indicated to KLM that they could easily gather enough people for a full flight. KLM took up their challenge – and within five hours, the DJ and film maker collected 150 subscriptions for the flight.
Here is a video that tells the tale:
I really hope more companies follow KLM’s lead, truly focusing on and engaging with customers. You can bet that KLM won over a number of new customers and increased the loyalty of existing customers by changing the date. Sure, there’s no doubt it cost KLM a fair bit of money to make the change – but imagine what the longer term returns will be over the course of the life-cycles of customers who took the flight?
Clearly, social CRM has become part of KLM’s DNA. Rather than just focusing on traditional advertising, they leveraged social media to engage with their customers – and they made a difference, providing true value. Bravo! Way to go!