Post-Flight: KLM Uses Emojis to Stay in Touch With Pax
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APEX Insight: KLM makes use of a universal language – emojis – to keep the conversation going. In this section of the multipart feature, we explain how the Dutch flag carrier’s clever use of algorithm means its messenger bot can respond intelligently to everything from red hearts to pizzas and yes, even poop emojis.
KLM has found a way to keep in touch with passengers even after they land. In addition to using Facebook Messenger to provide booking confirmations and boarding passes, KLM has introduced a service that lets users send an emoji anywhere, anytime – in exchange for immediate directions to a point of interest. A pizza slice emoji, for example, will prompt the route to a local Italian restaurant, a cash emoji will get you to the closest ATM and a yellow cab will help you hail a ride upon arrival.
If travelers agree to share their location, KLM bots will send them suggestions for local services generated using the Google Places algorithm. The suggested locations are based on a combination of relevance and distance. Don’t like the suggestion KLM comes up with the first time around? Send the same emoji again and the bot will come up with a different option. In his presentation, “A Human Approach Supported by Technology,” at this year’s APEX MultiMedia Market, Christiaan van de Koppel, social commerce manager for KLM, said there is certainly the possibility to monetize the service, but the carrier doesn’t have plans to do so just yet.
“KLM has come up with a use for pretty much every emoji – barring facial expressions.”
KLM has come up with a use for pretty much every emoji – barring facial expressions. And even if it can’t provide practical information, the bot responds intelligently. The best response, according to Karlijn Vogel-Meijer, KLM’s social media manager, is generated by the red heart, but if you don’t mind expletives, try sending the poo emoji instead.
Vogel-Meijer says the company receives 100,000 mentions every week across its social media channels, which are passed on to the airline’s 250 social media service agents. Since 16,000 of these mentions are questions that require responses, the use of artificially intelligent bots is an obvious and cost-effective solution.
“Offering the emoji service was a logical next step … It keeps the conversation with KLM relevant throughout the entire customer journey.” – Karlijn Vogel-Meijer, social media manager at KLM
KLM began using Facebook Messenger in March 2015, and has already clocked up more than one million unique visitors. “Offering the emoji service was a logical next step,” Vogel-Meijer says. “It keeps the conversation with KLM relevant throughout the entire customer journey.” Although a closed API and high volume of requests means the emoji service still hasn’t made its way onto WhatsApp, the airline has hinted that may be its “new” next step.
“Post Flight” was originally published in the 7.4 September/October issue of APEX Experience magazine.