What’s On

KLM’s #HappytoHelp takes over Twitter to help travellers

To create a conversation around its customer service, KLM has embarked on a social media campaign that includes a Twitter takeover event with #HappytoHelp. Passengers’ questions are answered in real-time by the KLM customer service team operating from a hub in Amsterdam. The campaign and the event are created by international creative agency DDB & Tribal Worldwide, Amsterdam.

The initiative began October 13, 2014 in a custom designed glass pavilion built on Amsterdam Schiphol Airport, serving as a central control hub for the international campaign, connecting Amsterdam with various airports spread across the globe. The KLM Customer Service team and DDB & Tribal Worldwide, Amsterdam of 250 specialists will be working from the Amsterdam glass pavilion 24 hours a day, in shifts of 30 people team at a time, in order to service customers worldwide with timely, creative and relevant advice adding a personal touch to help them during their travels.

“KLM customer service team is always on and helps their passengers 24/7. We wanted to show how important customer service is for KLM by engaging a team of helpers ready to serve with personal advice in real-time. With this Twitter takeover we want to help as many people as possible, not only KLM customers, but passengers worldwide, to travel more comfortably,” said Bart Mol, Creative Director DDB & Tribal Worldwide, Amsterdam.

The task is daunting as the specially designated KLM customer service team is mandated to constantly screen Twitter feeds in search for messages indicating that someone is in trouble during their travels. The initiative will go on for the week, where the team will respond with a creative and relevant #HappytoHelp answer produced and personalised for each single passenger in real-time. KLM will try to answer questions posed by people anywhere in the world.

“For the last half year we’ve been actively searching Twitter for the most common questions travelers ask. #HappytoHelp is a huge international, real-time event where we actually don’t know what questions we will run into. I can say one thing though: we are thoroughly prepared,” added Pol Hoenderboom, Creative Director van DDB & Tribal, Worldwide Amsterdam.

KLM will not only help travellers on social media but also in person at the airport or on board. Next to the glass pavilion in Amsterdam, KLM has stationed their staff at key airports worldwide. Those customer service teams screen the airports for people in trouble and connect with the glass pavilion team in Amsterdam to tackle any travel gripes and problems.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.