2018 Brand Experience & Activation

KLM BB

TitleKLM BB
BrandKLM ROYAL DUTCH AIRLINES
Product/ServiceKLM BB
Category D01. Touchpoint Technology & Tech-led Brand Experience
Entrant CODE D'AZUR Amsterdam, THE NETHERLANDS
Idea Creation CODE D'AZUR Amsterdam, THE NETHERLANDS
Credits
Name Company Position
CODE D'AZUR CODE D'AZUR Digital Creative Agency

Why is this work relevant for Brand Experience & Activation ?

KLM continually aims to showcase its innovative thinking by proving they are the service leader in passenger aviation. With BB we launched a solid, future proof framework to venture A.I. Just like her 300 human colleagues, BB is dedicated to provide customers with the best possible service. BB is a self-learning system adaptable to almost any device or channel in the near future. Today you can meet BB on Facebook Messenger, Google Assistant and Google Home. In the near future BB will offer more services via different channels and she will be able to assist you throughout your journey.

Background

KLM is an aviation pioneer that strives to be the most customer-centric, innovative and efficient European Network carrier. By reaching out, initiate and explore new horizons again, every day. KLM understands that you can no longer generate competitive advantage by communication and advertising alone. Amongst other trends, the rise of A.I. and voice technology provides KLM with many opportunities to be of more service for their clients. In the future A.I. will be better, quicker and more efficient in servicing KLM’s customers. Therefore we need to be able to offer a consistent solution throughout a multitude of channels and devices. The objectives were twofold: Showcase that KLM is the most customer-centric and innovative aviation pioneer. Explore and utilize A.I. and voice technology to further grow, develop and improve KLM’s customer service experience.

Describe the creative idea

BB (that's short for Blue Bot), is the newest member of the KLM service family. Just like her 300 human service agent colleagues, she's dedicated to provide you with the best possible service. BB is a revolutionary A.I.? Not just a chatbot, but an entity that gets to know you and becomes smarter with every interaction. A personality that’s a true fit with the existing KLM service family. BB has her own professional, helpful and friendly character, but can also be a bit cheeky from time to time. Aside from that, she’s always eager to learn more in order to be of better service to you.

Describe the strategy

KLM Royal Dutch Airlines is an aviation pioneer that continually aims to showcase its innovative thinking by proving that they are the service leader in passenger aviation. By reaching out, initiate and explore new horizons again, every day. The recent rise of Artificial Intelligence and voice driven assistants (Google Assistant, Amazon Alexa, Apple’s Siri) has given new meaning to this mantra. It opens up new ways to service the customer even better. Together with KLM we took on the challenge of taking this vision into the era of automation and machine learning to allow us learn and set up a solid base to further grow, develop and improve KLM’s service by utilizing A.I. and voice technology. Leading to conversational services that add value throughout the entire customer journey.

Describe the execution

We built a revolutionary A.I.?, not just another chatbot. An entity that gets to know you, becomes smarter with every interaction and is relevant on different channels. BB is a self-learning system adaptable to almost any device or channel in the near future. BB has her own professional, helpful and friendly character, but can also be a bit cheeky from time to time. Aside from that, she’s always eager to learn more in order to be of better service to you. On Facebook Messenger, BB allows you to book a ticket in a conversational way. On the Google Home on the other hand, we gave BB a voice and started helping with something more relevant in a domestic environment: packing your bag. In the near future BB will offer more services like helping you find a holiday destination. Or help you catch your flight on time.

List the results

With BB we launched a solid, future proof framework to venture A.I. Nowadays BB services on average 600 unique users a week. On Facebook Messenger BB turns out be great for making a booking. Currently we are optimizing BB to compare flights and suggest alternatives if a requested flight isn’t available. Since the release of BB on the Google Assistant, the service has an average of 3,200 monthly conversations on all platforms. The action is rated 4.3 out of 5 stars on average. With 66% 5 star ratings.