Eurobest

KLM BB

CODE D'AZUR, Amsterdam / KLM / 2018

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Demo Film
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Overview

Entries

Credits

Overview

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.

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.

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.

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.

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