Have you ever boarded in a plane? Perhaps most of you have already boarded in a plane.
Well, in this case you know the boredom of waiting airplane and long flights.
What about gave customers exciting time instead of boring time by using social media?
Here is the good example.
The Dutch KLM airlines leads the competition among airliners actively utilizing social media. They used social media as a chance for communication with their customers. By communicating with their customers KLM airlines could secure loyal customers. KLM airlines is offering largely two kinds of utilizing social media services.
The first one is “Meet&Seat” service. “Meet&Seat” service is a service that if passengers put their information in Facebook or Linkedin, passengers can see each other’s information and interests. If they find someone who is sharing their interests, passengers can pick the seat beside the passenger who sharing the same interests. Interesting, isn’t it? Because each other’s profile as a public contact with each other, before boarding passengers can get to know and drink a cup of coffee. By offering this service, KLM airlines could lead to the satisfaction of the customers. This service is interpreted as CRM(Customer Relationship Management) which is a theory that provides a customized consumer demand.
Second one is “KLM surprise” event. “KLM surprise”. In November 2010 the KLM airlines surprised its customers. KLM’s Flight attendants browsed Twitter looking for people who mentioned that they were taking a KLM flight. Then, using the information the customer provided about him or herself on social media platforms, the flight attendants purchased a suitable gift and presented it to the passenger upon his/her arrival at the airport. This event spread like wildfire through mentions, tweets, retweets. In November, the KLM Twitter feed was viewed more than one million times. Only one event, KLM gave satisfaction to their customers as well as touched other people. This case can be explained by the theory of emotional marketing which can be differentiated brand image compared to other competitors and can strengthen brand loyalty. Also, As Keller said in his Cusomter-Based Brand Equity theory, KLM got “brand resonance” through this marketing strategy.
KLM airlines is the most active among all airliners to make use of social media. You can find the evidence through Twitter and Facebook. KLM’s Twitter account has 600,000 followers and the number of tweet is approximately 289,000.
On KLM’s Facebook account has about 5,400,000 fans and they post pictures which are related to trip. By using the social media actively, KLM airlines got not only competitive advantage compared to others airlines but also could meet beyond customer satisfaction to customer delight. I think that this social media strategy of KLM can apply in others markets. How about your opinion?
http://www.youtube.com/watch?v=eL2lWn7oup4 (Meet&Seat service video)
http://www.youtube.com/watch?v=pqHWAE8GDEk (KLM surprise video)