From social to AI: how KLM Royal Dutch Airlines leverages tech for better customer service

The genesis of KLM Royal Dutch Airlines’ investment in social media and AI was the explosion of an Icelandic volcano which necessitated a crisis response to cope with passenger queries about cancelled flights.

Crisis was the trigger for KLM’s investment in social media. In 2010 a volcanic ash cloud originating in Iceland grounded flights across Europe and stranded tens of thousands of people at airports. Every airline flying to European destinations was...

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