KLM-Pack Assistant

KLM - PACK ASSISTANT

KLM regularly features in our monthly reports for a number of reasons. One reason is that it is a leader in embracing new technology innovations. It thinks about how this technology can help the business and enhance the passenger experience.

For example, in November we covered the launch of ‘BB’, which stands for Blue Bot, but we suspect was also chosen to make people think of the Star Wars Droid, BB8.

With BB, you can now book tickets over Facebook messenger without having to talk to a human being - unless you really want to (or have to).

Meanwhile last month we talked about KLM’s ‘Care Tag’, a GPS-enabled smart luggage tag you put on your rucksack or handbag and which guides you around Amsterdam using the voices of KLM cabin crew. Originally only in English, the Care Tag is being produced in other languages in 2018.

The latest tech innovation is an interactive voice-driven ‘Pack Assistant’, which also runs via the BB Bot, but this time on the Google Home service.

Once you’ve connected to Google Home, BB asks you where you are travelling to, when you plan to go and how long you plan to stay. From there, BB provides a list

of recommended supplies you will likely need to make your stay a successful one.

Pieter Groeneveld, Senior Vice President Digital at Air France-KLM, said: “KLM is well known for its personal approach. KLM’s new service on Google Home with BB is the next step in its innovative digital strategy and the first step on voice, offering personalized service through Google Home with the help of artificial intelligence.

KLM’s interactive pack assistant shows the added value offered by KLM throughout the entire customer journey.”

According to KLM, BB has her own personality, which KLM calls “friendly, professional and edgy.” As well as booking tickets via Messenger and providing packing tips on Google Home, KLM plans to launch more BB-focused services through different social media channels in 2018.

KLM isn’t the only airline experimenting with AI and with voice-responsive services such as Alexa or Google Home. In November, Air Canada launched new ‘Alexa Skills’ offering passengers flight status information, fare quotes, mobile app tips, and general travel information via devices that support the Amazon Alexa service.

Meanwhile, American Airlines has adopted Alexa Skills developed by inflight entertainment company, Spafax, which will allow allows you to query Alexa-powered devices about what movies and programs will be shown on flights, including details about actors and film ratings.

KLM launched it’s Pack Assistant via a YouTube film where social media influencers were shown trying it out prior to trips to Geneva, Amsterdam and Nairobi.

KEY TAKE-AWAY

We’re big fans of KLM’s smart tech innovations because they are not PR and marketing stunts, they are real. By contrast, easyJet got a lot of coverage when it launched a pair of interactive “sneakairs” in Barcelona in 2016, but since then this initiative hasn’t been heard of again. We assume it was a case of ‘job done’ (get extensive media pick-up).

Contrast this with KLM, which is using smart technology to produce things which are new, genuinely useful, and get the airline coverage all at the same time.

For example the Care Tag started in English, and is now being produced in other languages. We can also see scope for it to be produced for other cities, as well as Amsterdam. It is an idea that is scale-able.

As is ‘BB’, KLM’s bot which is now being used across both Facebook Messenger as well as Google Home. Yes, the tech is still imperfect but the point is it will get better and smarter and KLM is making the necessary commitment and investment now.

Congratulations to KLM for showing how smart tech should be done right, and for being our campaign of the month.