KLM - #HappyToHelp

KLM - #HappyToHelp

KLM, known for its savvy social mediabased customer service (and innovative marketing campaigns), took both to new levels with a bold #HappyToHelp .

Starting with the premise that the best promotion for customer service is great customer service, a dedicated team scanned social media during five days for passengers facing travel woes throughout the world, and responded with a creative and relevant #HappytoHelp answer in real-time – even when those passengers were not travelling with KLM.

Selected problems would then be solved in a variety of ways, ranging from actual physical intervention – such as helping someone retrieve a forgotten passport and still make their flight – to providing one-toone advice or information through social media, which ranged from a simple text message to an Instagram picture, a Vine, or YouTube video. A custom-designed ‘real-time newsroom’ glass pavilion based at Amsterdam Schiphol Airport served as the central ‘control hub’ for the campaign and housed rotating 30-people teams from both the airline and its agency, working round-theclock in shifts. Meanwhile, KLM agents at Amsterdam Schiphol, São Paulo-Guarulhos, New York JFK and Hong Kong International also proactively approached travellers that seemed to have a problem. The airline had film crews on standby to shoot filmed responses to customers’ problems and record footage of the most interesting and unusual problems solved, which have been uploaded on YouTube. Examples here , here and here .