Long-standing Cloud champion KLM Royal Dutch Airlines has continued its investment in the Software as a Service space by rolling out RightNow's CX Intent Guide on its mobile website to help customers receive quicker answers to online queries.
KLM Royal Dutch Airlines is a worldwide company based in the Netherlands. Since their merger in 2004, KLM works closely with Air France within the Air France KLM holding company. In terms of financial turnover, Air France KLM is the world’s largest airline partnership; it also transports the most passengers and is the world’s second largest cargo transporter.
The firm has been using RightNow's CX Intent Guide on its corporate website and has answered over 3.3 million online questions in the last year alone through the service. The offering provides customer support in six languages and uses technology gained through the supplier's acquisition of natural language search company Q-Go in January 2011.
The decision to roll out RightNow's CX Intent Guide was to introduce natural language search technology to provide visitors with more relevant content and information.
KLM's mobile site receives more than 20,000 visits a day and allows customers to book flights, check-in and see flight status. The company expects that the mobile site alone will make up 10 percent of overall corporate website visits.
Rob Zwerink, director of e-development at KLM, said:
Intent Guide understands exactly what website visitors are looking for and immediately delivers high-value, relevant content. For example, a passenger who is worried about the space in the specific seat class they have purchased might type ‘long legs’ into the search box. This passenger will instantly get an answer about the space for all different seats.
Positive customer feedback about the mobile site helped KLM win the Mobile Media & Marketing Award, given by the digital and mobile marketing agency Mobile Generation and Telegraaf Media Group.
