Use social media to surprise customers

Use social media to surprise customers

Use social media to surprise customers

Use social media to spread a little happiness amongst customers

During the unprecedented ash crisis in Europe KLM used social media quit actively to inform about an ongoing situation. They used Facebook, Twitter and YouTube as a crisis communication channel.

Now KLM released a video a few weeks back demonstrating how they used social media to spread a little happiness amongst some of their customers.

The campaign involved surprising KLM passengers with personalized gifts based on their social networking profiles.

Their activity was to identify customers who checked in on Foursquare or mentioned on Twitter that they were flying with KLM from a particular airport. The KLM Surprise team then uses social networks such as LinkedIn, Twitter, and Facebook to find out information about the passenger. Odds where, anyone who uses Foursquare will have a presence on other social networks, providing the team with information about the person and their trip.

The KLM Surprise team then uses this information to come up with a personalized gift to surprise the passenger with. The team followed up after surprising a passenger by monitoring the conversation generating on social networks by that person and their friends. They also did take photos of the people they had surprised and posted them to the KLM Facebook page.



KLM describes the project on the KLM Surprise website.

We have been committing little acts of kindness to surprise our passengers.  Because we wanted to discover how happiness spreads.  When a passenger shares his flight plans with his friends via Foursquare, we try to surprise him with a personalized little act of kindness, right on the spot.

Recognising and rewarding loyal customers in a tangible way. These customers almost definitely will go on to talk even more about their positive experiences with KLM. It is not a terribly sustainable activity for KLM, but there is something compelling about the activity that could be transferred into other sectors.


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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany, Switzerland and United Kingdom

Blog Comments

What a great story. KLM really grasped the tools to something special.

Approach: different, innnovative, intelligent, giving and creating positive emotions.

Fantastic. To inpire others – Do you have access to some statistics about how much KLM was mentioned for this?

What a great social media campaign. People love getting free stuff for doing something they were going to do anyhow! Makes KLM look like they really do care. When people have a choice about who to fly with,they will choose KLM. Thanks for sharing.
Tracey Etwell

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