Why the support service on social media is so important for the aviation industry


Do you have a question, a comment or a request? Do not hesitate and contact us via Facebook, Messenger, Twitter or LinkedIn. We are here for you day and night, is the message of KLM’s 24/7 service via social media. If their customers will post a messages on one of their social pages KLM will try to do her best to respond within an hour and help with the requests within a day in almost any language. Communicating with your client is very important, especially when you don’t have face to face contact with your client. Support service via social media is nowadays very important in the aviation industry. 

KLM has got a numerous example of how they provide their service to the customers. With their videos they want to prove and show their sometimes unexpected or surprisingly solve the problems of the customers. It’s notable that low cost airlines invest less time on their customer support then the airline which handle higher prices. Therefore cheaper airlines have another target group and their goals are different. They just want to transport the customers in the best way without the hodgepodge. The accessibility of some airlines are less accessible for people who don’t have much money or only want to fly from A to B. For this reason the customer experience is different because customers pay a higher price if they want more attention from the company. Like the airline Emirates is well know for their big planes, excellent food and high service. They are more involved and advanced in the customer experiences than low cost airlines like Ryanair, but the clients also pay a higher price.

Customer service is important because it helps the airlines to differentiate and identify from their competitors. On the other side is it important because it’s often the only contact a customer has with an airline. Clients are vital for the company especially when they become loyal customers if they find the airlines significant. A company with excellent customer service is more likely to get repeat bookings. Therefore clients with a positive experience are likely to tell two or three other people about their experience via word of mouth. The quality of the customer service can be a source of promotion for airlines. By all these reasons it’s important to maintain your customers and give them the best experience to keep them coming to your company.



E. Peelen, R. Beltman. (2013). Customer relationship management, second edition.

KLM. (2016). 24/7 service and assistance. Retrieved from: https://www.klm.com/travel/gb_en/plan_and_book/klm_on_social_media/24_7_service_and_assistance/index.htm

R. Suttle. (n.d.). Why customer service is important to an organization. Retrieved from: http://smallbusiness.chron.com/customer-service-important-organization-2050.html


Inside the knowledge management of the aviation industry

child heads with symbols

These days the numbers of communication channels has grown. No longer the effectiveness of a mailing that matters, but the dialogue that is conducted through all the different channels is important. Knowledge management can play a role in the focused creation, distribution and also in the use of vital knowledge. A mistake thats often made is that knowledge management can never take the place of the product. We are swamped with information these days. And at the peak of digital revolution, the aviation industry was overwhelmed with data. However, knowledge is a rare commodity and it is more often an exercise of memory. It’s important to understand where the knowledge comes from because then you can plan to transfer it and even explore the future phases.

Knowledge management is actually operational process, talent management and strategic processes all combined together. The management uses the knowledge it acquires or generates which an organization gathers by means. This is based on a framework known as the Knowledge Hierarchy:

  • Means;
  • Gather;
  • Manage;
  • Use.

It is needed to be clear in which segments certain campaigns yield for the best results. Within the operational processes airlines need to observe and react to combine and bind a product so that they can develop and produce this certain product. At the end op strategic processes they need to steer and supervise the proces, coordinate and check and eventually participate and support the process. It requires effort from everyone involved to share their knowledge and collectively to learn more quickly from the experiences to create a common understanding of the reality. The meaning of certain actions or interactions needs to be understood so that it can gain the inspiration for further development and exploit knowledge.

Learning is the development of so called mental models. It needs to bring te hidden image of reality to the surface, and to hold it up to the light. To know how, who, what, why, when and where. Another pyramid for the domain of information science and knowledge management formalized the concept of the DIKW knowledge hierarchy by Danny P. Wallace. It stands for data, information, knowledge and wisdom. The basis for the language of information science. Data is at the bottom of the pyramid, anything that is encoded and recorded. Then the information comes, which is nothing less than organized and structured data. The next level is knowledge which is a collection of information that has meaning beyond the information itself. And finally wisdom which represents the usage of accumulated knowledge. In the end knowledge management systems can be helpful, but remember it ultimately remains a human task.



A. D. Fainburg. (27 June 2006). Knowledge Management in the Aviation Industry. Retrieved from: http://www.raes-montreal.org/html/en/body/events/lectures/2006/Student_IILecture.pdf

E. Peelen, R. Beltman. (2013). Customer relationship management, second edition.

R. B. Bouncken, S. Pyo. (2003). Knowledge management in hospitality and tourism. Retrieved from: https://books.google.nl/books?id=1Z_kYuIsWngC&pg=PA66&lpg=PA66&dq=knowledge+management+airline+industry&source=bl&ots=aeFB73qxzT&sig=jH_DCGTWhJsU_c_Zh_Y1qlQk1LQ&hl=nl&sa=X&ved=0ahUKEwj_y_yS4L7PAhVJthQKHUiRCnoQ6AEISjAF#v=onepage&q=knowledge%20management%20airline%20industry&f=false

How can airlines optimize their customer journey

mesurer-lexperience-client-engThe customer journey is the process your (potential) customers go through from the moment they first come in contact with your airline until they will actually use it. Hopefully they will even repeat the purchase. But as simple as described above, so difficult it is in practice. The ‘customer journey’ model of Boswijk might give you a more clear idea of how the current customer journey goes. It describes the sequence of contacts that a customer has with a company. The ‘touch points or ‘moments of truth refers to the moments when contact takes place between the customers and the airline organizations. The journey is becoming measurable due the increase of the number of digital ‘touch points’ and we can try to improve it. The tricky part in the process is to find the answers between optimizing and the overall customer experience. 


In five years, 75 percent of the marketers are responsible for their overall customer experience. (source: The economist in 2015). An explanation for this shift may be that we, as marketeers, need more overview of all the messages within cross-channels, cross-products and cross-businesses that can reach the customers. Therefore multichannel strategy should be adapted. The existing channel mix depends on three aspects.

  1. Costs;
  2. Accessibility of the organization;
  3. And the customer experience that is offered.

The cost level is often one of the primary reasons to reconsider the current channel situation. For example in the no-frills airlines have been able to notably cover the costs of serving a customer from their first orientation to booking to checking in. The biggest benefits of a customer journey map are:

  1. You can identify the interaction moments;
  2. You get the insight into the needs of the customer;
  3. You get the insight into growth opportunities from the perspective of the customer;
  4. You can respond to the context of the customer;
  5. You can work on an optimal customer experience, after all, you know what to look for;
  6. And you will gain insight into how to optimize their own processes.


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Accordingly it is good to listen to your customers, it is even necessary. But at least as important is to take a look at your own brand. Where are you really from? What are your promises to your customers? What kind of behavior is the customer showing? Only when you know the answers to these questions it is possible to design a perfect experience match. It makes it possible to set priories, make choices and especially determine what you will not do. To improve the customer experience, it is essential to measure it as well. A commonly used method is to measure the net promoter score (NPS), which simply measure the customer loyalty and the behavior of an organization, at different times during the customer journey, completed with interviews of client panels.

The customer experience will not be distinctive from the competition by listening to your customers alone. The results will be the same results as the survey of your competitors when it comes to what the customers really care about. If they only transit improvement on this base you compete each other again on the same points. The first step is the focus of on your brand values and the brand promises. In fact, you will be surprised how often airlines or other companies are not really focused on where they stand. Only when the organization realize, understand and support this theory, they can truly be distinctive and create a winning situation.





B. Koster. (May, 2016). Download nu onze customer journey special. Retrieved from: http://www.marketingfacts.nl/berichten/download-nu-onze-customer-journey-special

E. Peelen, R. Beltman. (2013). Customer relationship management, second edition.

I. Archer. (2 March, 2015). Nieuwe marketeer marketing pakt lead klantbeleving. Retrieved from: http://www.emerce.nl/research/nieuwe-marketeer-marketing-pakt-lead-klantbeleving-2

Marketingfacts. (April, 2016). Customer Journey. Retrieved from: http://www.marketingfacts.nl/images/specials/Customer_Journey.pdf?utm_source=website&utm_medium=banner&utm_campaign=CJ

P. Bekel. (18 February 2015). Customer journey mapping in 5 praktische stappen. Retrieved from: https://www.frankwatching.com/archive/2015/02/18/customer-journey-mapping-in-5-praktische-stappen/

Can we create a better experience through customer engagement within the airline industry


Airlines are always seeking to improve the journey of their customers by making it as comfortable as they can. Many might recall the promotional add of KLM in which they highlight the fun and excitement of traveling by surprising duped customers with small gifts when they started to complain on social media. The main objective of KLM was to take away the boredom in a fun and practical way and turn the boredom into happiness. Another profound example was the so called ”lost and found dog” promotion campaign in which a dog returned the lost items of customers to them. Aforementioned examples are ways of creating customer engagement. However the question remains whether this form of customer engagement has been largely exploited or is there still room for improvement?

In order to guarantee a personal touch towards customers one needs to gather and analyze personal data. To ”get to know” your customer you could look up his interest and hobbies via social media like Facebook or Twitter. In this way you can make use of this information to boost your product in the market. But in this way you only know a few facts about the customer and it surely won’t provide customer engagement. To establish customer engagement communication is needed and also customer knowledge. The focus on customer communication is very important in order to have a long-term succes of any business. This can also serve as a valuable reinforcement tool to solidify the purchase of your products. One of the main communication failures of companies is that they forget to communicate with their customers for extended periodes and this causes them to forget  about your company. A simple act of staying in touch is the phenomenal newsletter, e-mails or even the occasion in-person visit.

Some airlines are very good in communicating with their costumers like KLM. To make your customers or your potential customers engaged in your company it’s likely to be interactive with them. For instance they provide customer engagement throughout a game like Transavia did with contriving a new slogan for their airplane, which ended up in a nightmare. Through this game Transavia generated greater awareness and ensured that people got more involved with the company. There were also many complaints after the game. Transavia solved these personally with customers by inviting them to the headquarters and apologize.

Today it’s more about building a dialogue with customers across multiple channels and while doing this you should stay relevant and not indiscriminately blasting them. This is the key to succes for a value proposition. Within the airline industry automation or self-service has become increasingly a high-demand feature. IVA’s (Intelligent virtual assistans) enables customers to benefit from faster service on their mobile devices and it reduces the costs up to 125% to 150% when airlines implementing them.

Still the communication between the airlines and their (potential) customers are the key to success if they want to provide customer engagement. The important thing is that you communicate clear and obvious to the customer, but also you would like to let them feel that they are involved in the airline and that they have influence. In addition, airlines must always be aware what their customers wants and what kind of values they attach. The key to success is still simply the customer.




Chris Joseph. (n.d.). Importance of Communicating and Meeting Customer Requirements. Retrieved from: http://smallbusiness.chron.com/importance-communicating-meeting-customer-requirements-11774.html

Contactcenterworld. (2016). Article : Top 10 Customer Engagement Trends for 2016. Retrieved from: https://www.contactcenterworld.com/view/contact-center-article/top-10-customer-engagement-trends-for-2016-part-1.aspx

Danny Oosterveen. (2011). Transavia zoekt slogan! ontaardt in PR-nachtmerrie. Retrieved from: http://www.marketingfacts.nl/berichten/20110330_transavia_zoekt_slogan_ontaardt_in_pr-nachtmerrie

Michael Berger. (2013). The New Trends in Customer Engagement. Retrieved from: