Today, the airline fields 70,000 queries a week, 24/7, in 14 languages. And, ter Haar said, it’s seeing a change in how people communicate.
“We see a tendency in social to go towards one-to-few networks, places that are less public and more private,” he told me. “If you want to stay ahead of the pack you have to start there.”
That means KLM is now on WeChat, where it fields 1,000 queries a week, and is currently doing a WhatsApp pilot.
“It’s a very nice customer service channel,” ter Haar said. “People feel very safe there.”