Live Chat-Based Support Using LINE

KLM Royal Dutch Airlines

Developing a new online service in the Japanese market that provides a live chat-based support using messaging platform LINE for KLM Royal Dutch Airlines.

Challenge

Explore opportunities in local channels

KLM Royal Dutch Airlines has been offering user friendly and convenient services via social media as one of the key pillars of its marketing strategy for the countries in which it operates, with live chat services using social media such as Facebook and Twitter were already in place in some of them. However, there was a need to explore opportunities in new channels and develop services that cater to the Japanese market.

Solution

Seamless customer experience on LINE platform

To connect LINE and the system used by KLM’s operator, Dentsu Isobar’s proprietary tool, TONARIWA was used. This approach enabled KLM to offer its services through LINE, including a live chat support in Japanese, 24 hours a day, 7 days a week, 365 days a year. Customers are now able to purchase flights, receive e-tickets, modify/reissue their e-tickets, have access to paid features such as seat selection and extra baggage, as well as checking-in and receiving their boarding passes directly through the app’s chat screen. TONARIWA’s bot feature provided a mechanism to guide users to the webpage with the information that they need by just clicking buttons in LINE. Even if some customers have no intention of using the live chat support service, they can still gather all the information they need smoothly, using LINE.

Results

KLM’s new service launch improved brand awareness and presence in Japan

The new service was launched on December 5th, 2019. In one month, over 1,300 inquiries were handled. External PR activities were implemented concurrently, leading to coverage by several media.