case study

KLM Royal Dutch Airlines Transforms Social Customer Service with AI

Every week KLM receives over 130,000 mentions via social media. This number has grown since the introduction of WhatsApp as a service channel. A dedicated team of 250 social media service agents personally engages in 30,000 conversations in 10 different languages every week. On average, conversations consist of 5 or 6 questions and answers between KLM and its customers.

KLM Dutch Airlines



AI Platform for Customer Service

The Challenge

250 Social Media Agents

On Salesforce Service Cloud®, operating on industry-leading customer SLAs.

Rapidly Growing Text-Based Volumes

Due to seasonality and opening up new communication channels like Messenger, WhatsApp and others.

Manage Personalization

While handling a greater volume of questions faster and more accurately, without increasing team size.

The Solution

Predictive Case-Intelligence

DigitalGenius automatically routes cases and predicts case metadata like tags, classes and reason codes.

Multilingual & Multichannel

The deep learning algorithm is trained on historical logs and works in any language on any channel.

AI-Enabled Answers

When an agent receives a new question, they are presented with an AI-suggested response to save time.


DigitalGenius automates the most common customer service queries.

The Results

KLM is using AI provided by DigitalGenius, which now supports over 50% of all inquiries. When agents need to answer questions, AI provides them with a suggested answer. The AI system learns from the agents’ actions and gets smarter over time. KLM is also able to automate answers to the most common questions on any subject without the interference of a human service agent. With the help of DigitalGenius, KLM service agents have more time to focus on questions that require a human approach.


AI Supported Cases
the Case Volume

"By using artificial intelligence, KLM makes conversations with our customers even more timely, correct, and personal. This is what characterizes KLM. For instance in case of heavy snowfall, we see a significant increase of the number of questions on social media. Passengers obviously expect a timely answer. With the use of AI we support our service agents with technology and should be able to answer many more questions in a shorter period of time. This is exactly what the customer needs."
Pieter Groeneveld
VP of Digital
AirFrance KLM
"In a noisy space like artificial intelligence, it’s important to focus on real metrics and results. KLM is an industry leader in adopting new technology and has become the first global company to deploy a deep learning product in its customer service operation to help and engage with customers. The deployment of DigitalGenius is a prime example of what companies can do to take the next step in customer service and empower their human agents with practical AI."
Mikhail Naumov
Chief Strategy Officer

About KLM and Social Media

Since 2009, KLM has gained a reputation for being an initiator and pioneer of social media services and campaigns across the social media landscape. In August 2016, KLM had over 22.5 million fans and followers on various social media platforms. Through these channels, KLM is mentioned more than 100,000 times a week. A dedicated team of 235 social media service agents personally engages in 15,000 conversations a week on Facebook, Messenger, Twitter, LinkedIn, Instagram, WeChat, KakaoTalk and VKontakte. KLM offers its customers 24/7 service in 10 different languages: Dutch, English, German, Spanish, Portuguese, Italian, French, Japanese, Chinese and Korean. Questions can also be asked in Norwegian and Russian during local office hours. In recognition of these efforts, SocialBakers voted KLM the “World’s Most Socially Devoted Brand” for four consecutive years from 2011 to 2014.

Let's Put Your Contact Center on Autopilot.

Want to Learn More About DigitalGenius?

Here are a few answers to help you learn more about how to start understanding conversations, automating repetitive processes and delighting your customers.

How do I use DigitalGenius inside my contact center operation?

DigitalGenius is installed as a layer into your existing customer service software (Salesforce, Zendesk and many others). We will take you through a thorough onboarding experience from identifying your most expensive & repetitive tickets; installing the app; and then training and deploying your first AI Model. Once DigitalGenius is configured and the model is trained, you can onboard your agents, and begin using the tool to automate inbound queries end-to-end, reduce AHT, support increasing volumes and open up new communication channels like Facebook Messenger, Live Chat and SMS.

What processes does DigitalGenius automate?

1. DigitalGenius puts your most repetitive and expensive tickets on autopilot by connecting conversations to processes, from the inbound ticket itself all the way through your backend systems via our open API framework.

2. DigitalGenius predicts and automates the meta-data tagging process, from assigning tags, case details information and routing cases to appropriate team members.

3. DigitalGenius predicts answers to incoming messages, and suggests them to agents for approval or personalization.

4. If the predicted answers fall above a certain confidence level, those responses can be automated.

How safe is the customer data?

DigitalGenius has developed and implemented policies and technologies to ensure that confidential data is protected and managed securely. DigitalGenius applications are compliant with The US Data Protection Act and other similar international, regional and local legislation.

Your personal information will remain private.

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