Case Study: KLM achieves automated conversational booking and packing to boost customer engagement with Dialogflow

KLM builds booking and packing bot ‘BB’ with Dialogflow

KLM, the Amsterdam-based airline serving 30+ million passengers annually, needed a new entry point to reach customers who might not download its app and wanted more personal, conversational interactions across messaging and voice platforms. To deliver this, KLM turned to Dialogflow for its strong natural language understanding and developer-friendly tooling to create BB (Blue Bot), a chat and voice assistant available on Facebook Messenger and Google Assistant.

Using Dialogflow, KLM built BB largely in-house within months, launching a Messenger booking bot in September 2017 and a Google Assistant packing service in December 2017. BB automates a large part of the conversation—booking flights, collecting passenger details, confirming reservations, and offering weather- and visa-based packing advice—while integrating with KLM’s CRM for seamless human takeover; early results show strong engagement and positive customer reactions, and KLM plans to merge and expand BB’s capabilities across the travel journey.

KLM

Martine van der Lee

Manager Social Development & Technology