Over eighty percent of KLM’s online customer contact is handled via WhatsApp and Messenger. The volumes of customer interactions have exploded since the introduction of these services.
Robertjan Groeneveld, manager Social Media Hub, writes on the KLM blog that their social team receives 130,000 messages on a weekly basis, resulting in 30,000 questions that need action from KLM. These volumes keep on growing and have exploded since the introduction of Messenger and the verified WhatsApp business account. According to KLM, customers prefer a personal conversation with the brand.
The success of WhatsApp and Messenger is killing LinkedIn. Last week, KLM received only 50 questions via this channel. Reason for KLM to stop with LinkedIn.
For WhatsApp, the success of the KLM business account is good news. The company is currently fully focussed on WhatsApp Business and wants to generate income from it. KLM is one of the first larger companies and the first airline in the world with a verified account and an important test case for WhatsApp.