Title	KLM BB
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	KLM BB
Category	A05. Business Transformation
Entrant	CODE D'AZUR Amsterdam, THE NETHERLANDS
Idea Creation	CODE D'AZUR Amsterdam, THE NETHERLANDS

Name	Company	Position
CODE D'AZUR	CODE D'AZUR	Digital Creative Agency

Why is this work relevant for Innovation?

With BB KLM 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, built and coded from the ground up, adaptable to almost any device or channel, now and in the near future. Today you can meet BB on Facebook Messenger and Google Home. In the near future BB will offer more relevant services via different devices and channels and she will be able to assist you throughout your entire 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 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.

What were the key dates in the development process?

2017 27 September – Release KLM BB on Messenger 14 December – First release of KLM BB on Google Assistant with Pack Assistant 2018 14 March – Second release of KLM BB on Google Assistant 26 July – Release ‘search and book your flight’ on Google Assistant 24 October – Functionalities for pre-travel inspiration and to help you catch your flight on time released on Google Assistant

Describe the innovation/technology

In four months’ time we built a revolutionary A.I.?, not just another chatbot. BB is coded from the ground up to be fully platform independent. So the intelligence can be applied to different services in different situations. B.B. is 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.

Describe the expectations/outcome

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.