KLM

KLM adds passenger reviews and ratings to flight search results

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Recently, a growing number of online travel agents and airlines have partnered with third-party data providers TripAdvisor and Routehappy to help customers learn more about the quality of their flight.

By sharing candid details of the passenger experience airlines could move beyond commodity pricing and beyond competition solely on fares, instead giving customer fact-based metrics about their products which would justify a higher fare.

There is an important precedent for this change in consumer mindset in the hospitality sector. Today’s informed and savvy travellers are making their hotel choices based on ‘reputation pricing’ —the correlation between a brand’s online reputation and the premium it can charge. This shift from ‘sticker price’ bookings to bookings based on the quality of the experience has been one of the big positive effects of TripAdvisor on the hotel industry.

Rate My Flight
Social and digital frontrunner, KLM is taking transparency to the next level by sharing the feedback it gathers directly from passengers with customers who are looking to book a ticket with the airline.

After extensive experimentation, KLM started showing star ratings and reviews in the search flow of the KLM website in June of this year.

Customers searching for a flight can see the actual reviews from previous passengers who have flown that flight in the past, based on reviews collected from KLM passengers using the airline’s ‘Rate My Flight’ feature. Read full article »

KLM ‘Night Light’ lets kids count the days until their travelling mom or dad will return

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By Marisa Garcia, FlightChic

For mommies (and daddies) flying  KLM on a quick business trip and leaving kids behind, bed time is a difficult time.

But KLM has come up with a charming way to soothe the little ones missing their parents with a special night light which lets them pretend to be on the flight.

The new KLM Night Light, was designed specially for the families of business travellers, KLM explains.

It’s a mini aircraft with a light behind each window of the Night Light, marking each night the traveller will be away. The lights turn off one by one as the days get closer to the return flight, with all the lights off by the morning of the big arrival back home.

KLM says the light also represents the airlines commitment to punctuality, ensuring parents get back home when promised.

KLM’s BlueBiz loyalty programme who book tickets via KLM’s BlueBiz website before 1 May, could win one of the the KLM Night Lights the airline is giving away with this promotion, and others can buy a KLM Night Light for € 33 (or 13,200 miles) in KLM’s online shop. Read full article »

KLM lets friends and family surprise their loved ones with a ‘seat cover’ greeting

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By Raymond Kollau, airlinetrends.com

KLM is on a roll when it comes to surprising passengers with unexpected touches. In the past months, the airline has set up a dedicated ‘Lost & Found’ team at Amsterdam Schiphol Airport that aims to reunite lost items as soon as possible with their legitimate owner. The team uses all available information like seat number, phone numbers and public social media details to reunite passengers with their belongings a.s.a.p.

And last month KLM took its social media-based customer service to another level with a bold campaign called #HappyToHelp. During five days, a dedicated team scanned social media for any passenger facing travel woes throughout the world, and responded with real-time answers and support.

Cover Greetings
Showing the sheer diversity of stories of passengers travelling on the same aircraft on a given day, KLM’s latest effort is called ‘Cover Greetings’ and involved placing a personal message from loved ones staying at home to their boyfriend, girlfriend or relative on the headrest of their KLM aircraft seat.

The airline spotted people saying goodbye to their families at the departure gate, then whisked their relatives away to a place where they could decorate a seat cover with their own message. KLM together with AmsterdamSchipholAirport worked together to ensure that the personal message was placed on the right seat in the aircraft.

This made for an unexpected and touching moment for the passengers who boarded the plane as they saw a headrest cover made especially for them.

The moving video showing the cover greetings and passenger’s responses can be watched online and is also currently played on a large, centrally located, screen at Amsterdam Schiphol Airport.

Although the stunt took place on a single day, involving passengers from three different flights, the airline says it might develop ‘Cover Greetings’ into a permanent service.

KLM takes ‘social service’ to a new level with #HappyToHelp campaign

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By Raymond Kollau, airlinetrends.com

KLM, known for its savvy social service and innovative marketing campaigns, took both to new levels last week with a bold #HappyToHelp campaign.

Starting with the premise that the best promotion for customer service is great customer service, a dedicated team scanned social media during five days for passengers facing travel woes throughout the world, and responded with a creative and relevant #HappytoHelp answer produced and personalised for single passengers in real-time – even when those passengers were not travelling with KLM.

On- and offline
Selected problems would then be solved in a variety of ways, ranging from actual physical intervention, such as helping someone retrieve a forgotten passport and still make their flight, to providing one-to-one advice or information through social media.

During the week, KLM’s social media team could rely on the back-up from a team of fast-producing creative people from KLM’s creative agency Tribal DDB with different skills to produce content. Answers ranged from a simple text message to an Instagram picture, a Vine, or YouTube video.

For example, KLM staff made a wake up call over the phone and offered breakfast at the airport (video here) to a traveller who had to get up early to catch her flight, provided a tailored weather report to a traveller who was unsure what to pack for that last minute trip to Ibiza, and recorded a video with personalized Spanish language lessons to a traveller flying to Mexico.

The airline even hired a speed boat on the Hudson River (video) to help out passengers who risked missing a flight–any flight–due to being stuck in traffic on their way to JFK. “Imagine the impact if you are not flying with KLM but it is KLM that gets to the airport,” says Pol Hoenderboom, creative director at Tribal DDB Amsterdam. Read full article »

KLM’s ‘Lost & Found Team’ aims to return lost items to passengers on the spot

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By Raymond Kollau, airlinetrends.com

With nearly 7 million Facebook fans and 1.3 million followers on Twitter, and a wide range of social media initiatives, the KLM brand has become synonymous with social media innovation. The latest initiative by the airline is utilizing social media for an instant ‘lost & found’ service.

Instant lost & found
Every week, KLM receives 40,000 questions via social media. One of the most asked questions is about getting lost items back. This inspired KLM to set up a dedicated ‘Lost & Found’ team at Amsterdam Schiphol Airport which aims to reunite lost items as soon as possible with their legitimate owner. From a teddy bear found by the cabin crew to a laptop left in the lounge.

The team uses all available information like seat number, phone numbers and public social media details to reunite passengers with their belongings. Very often the Lost & Found team is able to surprise passengers by returning their personal belongings before they have even missed them. Despite the challenge of locating the owner, first results show that over 80 percent of the found items can now be reunited with their owners.

How it works
Air France-KLM SVP eBusiness Martijn van der Zee earlier this year explained to Dutch publication Marketingfacts how the new service works.

“The current situation is that if a passenger forgets his or her iPad on board and walks through customs, all we can do is to refer to the airport. This is very frustrating, especially when passengers realize shortly after they have left the aircraft that they have forgotten something, contact KLM and we can do nothing for them. The lost and found process can take a few weeks instead, which gives an enormous bureaucratic feeling. We know this is a weakness and we mostly know that through social media.”

“We have now appointed two people at the airport who constantly look for things that are lost. They walk past the gates to collect items and then try to find the owners on the spot by approaching them, often via social media. In many cases passengers have not even realized yet they have forgotten something and really go out of their minds when they receive their lost item back.” Read full article »

KLM ‘Feedback App’ lets passengers rate their level of satisfaction at the airport

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By Raymond Kollau, airlinetrends.com

KLM is known for its embrace of digital technology. The airline is a leader in social media and in the past years has launched a series of specific mobile apps, such as a ‘Passport’ app, which lets users record their journeys with their mobile phone and share their experiences via Facebook.

Real-time feedback
KLM’s latest mobile app allows the airline’s passengers to give real-time feedback on how they perceived their experience at the airport (e.g, check-in, lounge, boarding, arrival).

The option to provide direct feedback about the quality of service at airports isn’t entirely new. Singapore Changi, for example, has installed an instant feedback system that lets airport users rate service on the spot. The airport uses the real-time feedback to address issues immediately and to reward employees for good service. Travellers at Phoenix International Airport, meanwhile, can rate the cleanliness of the toilets by scanning a QR code.

KLM’s Feedback app, however, marks the first such initiative by an airline. According to the carrier, the objective of the Feedback app is to increase passenger involvement during the ground stage of their journey in order to improve the passenger experience at the airport.

How it works
After downloading the app, which is available for both Apple’s iOS and Google’s Android, passengers first choose the airport they are currently at (13 airports are supported at the moment: Amsterdam, Accra, Almaty, Athens, Cape Town, Curacao, Geneva, Jakarta, Kuwait, Singapore, Tokyo, Toronto and Vancouver) and then choose the area (check-in, lounge, boarding, arrival) and sub-area they want to rate.

The rating consists of simply tapping a ‘Thumps Up’ or ‘Thumbs Down’ button, but passengers can also specify their rating with a comment. Interestingly, the app also allows for the feedback to be published on Twitter at the same moment. Pasengers can rate each sub-area once a day and can also view how other passengers rated this area within the last 24 hours.

KLM team leads and station management at participating airports have been equipped with iPads that enables them to monitor the feedback in real-time, so they can react on passenger feedback immediately if needed and possible.

Says Gerard-Pieter de Haas, Director CRM at KLM, “Our staff is very excited about the feedback app as it helps them to take immediately corrective action and recover the required service levels for each touch point. Moreover, we can capture this experience and relay to other touch points – like Check-in, Lounge, Transfer or even Inflight – so staff can take immediate action if needed. This fully fits our CRM-vision of ‘connecting the dots’ and really puts the customer in the center of our attention.”
Read full article »

KLM offers its Facebook fans the chance to be featured on a ‘Delft Blue’ Boeing 777

KLM has just launched a new social media campaign that invites Facebook users to convert their Facebook profile picture into a Delft Blue tile with an inspiring message. Four thousand of the most inspiring ‘Dutch Delft Blue tiles’ will then be placed on the body of a KLM Boeing 777-200. In KLM’s words: “KLM is proud of its Dutch heritage, in which Delftware played a huge role. Now KLM invites you to create your own Delft Blue tile, add an inspirational saying and you might end up on the body of a KLM Boeing 777-200.”

Delft Blue tiles are part of the Dutch tradition. The porcelain tiles were decorated with typically Dutch scenes, such as windmills or fishing boats. These Dutch scenes were commonly supported by some words of wisdom or an inspirational proverb. For nearly 60 years, KLM has also handed out small Delft Blue ceramic replicas of historical Dutch houses filled with Dutch ‘genever’ to passengers in Business Class.

The emphasis of KLM’s ‘Tile & Inspire’ campaign is on Facebook, but anyone can also create a personal Delft Blue tile via tileyourself.com and Hyves, the largest social network in the Netherlands. The campaign will run until the end of May 2011 and the tiles with the most creative messages will be selected by a jury of native speakers in English, Spanish, French, German, Chinese, Russian, Portuguese, Dutch, Norwegian and Swedish. The final 4,000 Delft Blue tiles will be randomly drawn out of the selected tiles and be featured on a KLM B777-200 aircraft from June 16 on. See this video for more on the campaign.

Update 10 May: KLM reports that in the first two weeks of the campaign nearly 50,000 people have created a personal Delft blue tile. Read full article »

KLM donates old uniforms for upcycling into new products

Following earlier initiatives by Delta Air Lines and Virgin Atlantic (seat covers and curtains), KLM is upcycling its old uniforms into bags, belts and slippers. In April 2010, more than 11,000 female cabin crew, ground staff and pilots at KLM changed into new uniforms designed by Dutch couturier Mart Visser. All blue items of the previous female uniform were collected for recycling, which resulted in 90,000 kilos of fabric.

Because of security reasons, many airlines destroy discarded uniforms as wearing an old airline outfit could make it easier to slip through airport security illegally. Airline uniforms are also in popular demand for carnival or even worse in erotic clubs. For this last reason, Japan Airlines says it has recently marked its uniforms as its restructuring will make thousands of staff redundant. Second-had JAL uniforms can generate as much as EUR2,500 and are a popular ‘roleplay’ costume.

KLM says it has been looking for ways to discard its uniforms in a thorough but sustainable way. The airline has teamed up with Texperium, which was recently set up with the help of the Dutch government, and promotes the reprocessing of discarded textiles and the development of high added value products from recycled fibres. KLM is the first company to use a new machine which reduces textile to small flocks, which then become the basic material for new products. According to the airline the recycling of the 90,000 kilos of uniforms saves 500 million litres of water, 1 million cubic meter of natural gas, and 4,600 tons of CO2. See this video (in Dutch) for an impression of KLM’s upcycling process. 
Read full article »

3floz.com only sells toiletries in airport security-approved sizes

The U.S Transportation Security Administration (TSA) ‘3-1-1 rule’ for carry-on luggage states that, in order to pass through security, liquids have to be 3 fluid ounce bottle (3 fl oz / 90ml) or less, packed in 1 quart-sized clear plastic zip-top bag, and passengers can carry on 1 bag only. With most U.S. airlines also charging for checked bags, air travel has become more of a hassle than ever. 

Targeting both the frequent flyer and the consumer who wants to try something new without committing to full-size pricing, 3floz.com is a smart new website that only sells mini-sized beauty products in a TSA-approved size. Launched in February 2010, the products range from deodorants, shampoos, moisturizers and shaving creams to teeth whiteners and facial serums for men and women and brands include well known ones such as Weleda, Dr. Hauschka, Avalon Organics, Malin + Goetz, The Art of Shaving, as well as the less familiar Air Repair Yes to Carrots and and Sprayology. 3floz.com offers free overnight shipping if customers supply an itinerary that shows their flight leaves within three days. 
Read full article »

KLM first to carry passengers in biofuel flight

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KLM yesterday operated the first biofuel test flight in which passengers were aboard, flying a Boeing 747-400 with one engine powered by a 50:50 mix of a camelina-based biofuel and traditional kerosene. The flight took off from Amsterdam Schiphol and carried 40 select passengers, including KLM President & CEO Peter Hartman, technical experts and a number of Dutch politicians. The aircraft stayed in the air for about 1.5 hour before returning to Amsterdam. The biofuel used on the KLM flight is believed to emit up to 80 percent less carbon dioxide than conventional kerosene.

The KLM demonstration is the fifth biofuel-blend test flight in the past two years. Previous biofuel test flights, operated without passengers, were conducted by Japan Airlines, Continental Airlines, Air New Zealand, and Virgin Atlantic. The aviation industry has rallied behind development of drop-in replacement jet fuel derived from plants, such as camelina and jathropa: Inedible green scrubs that provide high energy content, which can be grown on marginal land not being used for food crops. Boeing is also looking into developing fuels produced from algae.
Read full article »

KLM and Schiphol Airport use social network for innovation contest

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KLM Royal Dutch Airlines, Amsterdam Schiphol Airport, and Dutch social-networking site Hyves have launched a competition, called ‘Creative Challenge’. Hyves is  the largest online community in the Netherlands with over 9 million members.

The contest challenges young people (aged 15 to 25) in the Netherlands to present their visions of the future of the airline industry. Participants can write, design or make a video about their idea and post it on Hyves, where other ‘Hyvers’ can vote for it. The competition has been announced on October 26 and at last count over 700 ‘Hyvers’ have become a ‘friend’ of the contest. The ‘Creative Challenge’ is also advertised on passenger information screens at Schiphol Airport.
Read full article »

KLM offers free personalized luggage tags, this time in North America

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Picture courtesy of Boarding Area 

KLM  (Royal Dutch Airlines) is inviting consumers in the U.S, Canada and Mexico to create their own personalized baggage label online, using a favourite holiday snapshot, company logo, creative design, or one of KLM’s preselected images. Anyone who subscribes to KLM’s email newsletter is provided with two free personalized luggage tags. After ordering their labels, participants can also join the airline’s ‘Picture yourself on KLM’ contest where they can win two tickets to any destination that KLM flies to.

In KLM’s own words: “Throw away those boring luggage tags and give your baggage a new look by designing your own, unique tag. You can use a photo of your family, your favorite destination, or, to make it easier, you can choose from one of the images pre-selected by KLM. Two tags will be made with your design to ensure you can easily recognize your bags among thousands of others.” Read full article »