KLM Royal Dutch Airlines is the poster child for social media customer service. L ast year, KLM’s social media manager Karlijn Vogel-Meijer reported that the airline is now generating €25m ($US27.3m) in sales, per year, that they can directly attribute to their social media efforts. That’s no small feat – so how do they do it? I got a chance to speak with Vogel-Meijer to find out just how KLM goes about their social media process.
A new survey has found that 33% of people who contacted brands with a customer-service query via social media never got a response. Another study also found that only a small percentage of CMOs from top brands are active on Twitter. The results of both demonstrate, in different ways, that there are still significant opportunities not being utilised in social, but also, that there are still some barriers to more widespread adoption.
For businesses these days, maintaining a Twitter and Facebook account is as important as having a telephone number. In many cases, more so. Customer engagement on social media is at an all-time high and shows no signs of slowing down.