KLM Surprise: Is it Social CRM?

Here’s a great Social Media Customer Engagement Case Study – Royal Dutch Airlines KLM. KLM has launched a pilot program called KLM Surprise to surprise their customers who check in on Foursquare at one of KLM’s venues at Amsterdam Schipol Airport with a customized gift based on information customers have shared previously on Social Networking sites.  

I have defined Social CRM as the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty.  

For customers checking in using Foursquare at one of KLM’s venues at Amsterdam Schipol Airport, KLM employees collect information from their Social Media accounts like Twitter, Facebook and Foursquare, select an individual gift for select customers, locate them in the airport terminal and deliver surprise gift to them and share this information on KLM’s Facebook page and Twitter account (for more, read this).

One can only imagine feeling of pleasant surprise on the face of customers receiving the gift. Well, you don’t have to imagine it – check out photos on KLM Surprise Facebook page and see for yourself.

KLM Surprise team is engaging customers through Social Media for building trust and loyalty and as a result, KLM Surprise is a Social CRM program in my opinion. 

KLM Surprise team not only “listens” to Social Media channels like Foursquare for check-ins and “learns” about checked-in customers from their Social Media profiles, but “engages” select customers by giving them “individual” gifts and shares this information on social media channels.

In one of my earlier posts, I have defined Social CRM as “the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty“. KLM Surprise team is engaging customers through Social Media for building trust and loyalty and as a result, KLM Surprise is a Social CRM program in my opinion.

What do you think? Is KLM Surprise Social CRM? Please share your thoughts and opinions:

  • http://twitter.com/amitesh1978 amitesh srivastava

    Is this a sustainable model? Will this surprise program result either in Customer Loyalty or Advocacy?

  • Sander421

    Although it is a nice way to get attention, in the long run, it can hardly be maintainable due to costs. Maybe this is a nice thing to do once in a while. But as an ongoing process? Dont think so.

  • About Dr. Harish Kotadia


    That's me with photo gear,  taking snaps of Texas wild flowers. #texas

  • Dr. Harish Kotadia

  • Dr. Harish Kotadia is an industry recognized thought leader on Big Data and Analytics with more than fifteen years' experience as a hands-on Big Data, Analytics and BI Program/Project Manager implementing Enterprise Solutions for Fortune 500 clients in the US.

    He also has five years' work experience as a Research Executive in Marketing Research and Consulting industry working for leading MR organizations such as Gallup.

    Dr. Harish Kotadia's educational qualification includes Ph.D. in Marketing Management. Subject of his doctoral thesis was Customer Satisfaction and it involved building a statistical model for predicting satisfaction of clients with services of their ad agency.

    His educational qualification also includes M.B.A. and B.B.A. with specialization in Marketing Management and Diploma in Computer Applications.

    Dr. Harish Kotadia currently works as Principal Data Scientist and Client Partner, Big Data and Analytics at a Global Consulting Company. Views and opinion expressed in this blog are his own.



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