Case Study: KLM achieves 1-hour response and 24-hour resolution for social customer service with Salesforce DMP

KLM soars with social media

KLM Royal Dutch Airlines faced a surge in customer contacts across social channels—more than 30,000 messages weekly—and needed a way to manage real-time service inquiries (highlighted by the 2010 Iceland volcano disruption) while meeting a target of one-hour initial response and 24-hour resolution. Maintaining brand reputation and delivering consistent, around-the-clock support across check-in, lounges, baggage claim and online channels was the central challenge.

KLM deployed Salesforce Marketing Cloud, Service Cloud and Chatter to aggregate, categorize (by language and topic) and route social conversations to the right teams, enable cross-team collaboration, and drive social-first customer experiences like one-click booking and a social media–driven flight schedule. The result: faster, measurable responses and resolutions, improved brand sentiment, 24/7 social support and a growing base of loyal, positive customer ambassadors.

KLM

Viktor van der Wijk

Director of Digital Marketing