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Airline Marketing Monthly - January 2019

  • Text
  • Airline
  • Mobile
  • Airlines
  • Marketing
  • January
  • Passengers
  • Monthly
  • Urban
  • Airship
  • Passenger
The January issue of AMM, published on 22/1. This includes a special supplement inside the magazine on the mobile traveller, produced in association with Urban Airship.


FAMILY UPDATES ON WHATSAPP (KLM) Do you want your friends / family or maybe work colleagues to automatically know about your flight, say if its landed or if it is delayed? In an airline ‘first’, KLM has introduced an automated Family Updates service (which is in practice applicable for more than just family) on WhatsApp. If a flight is delayed, the group members will be informed as well. In addition to these proactive automated messages, group members can also ask KLM about the flight’s progress. For now, the service is only available in English. KLM has been communicating through WhatsApp since September of 2017. To take advantage of the service, you have to receive your boarding pass via WhatsApp. After having done so you will get an invite to use the KLM WhatsApp service, free of charge. KLM will then send a message to the friends and family of participating passengers as soon as the flight has departed. Immediately after landing – even before the passenger has Wi-Fi or data roaming – the home front will receive another notification. Customers can ask KLM questions through a verified WhatsApp business account. On request, the airline also sends passengers their booking confirmation, check-in notification, boarding passes, and other flight information. KLM says that it sends more than 10,000 boarding passes each day in this fashion. Meanwhile out of the 35,000 service requests received through social channels every week, more than half come through WhatsApp. 16 Airline Marketing Monthly - January 2019

KLM has released a series of short videos promoting the service. For example “hairdresser” shows a woman sitting in a hairdresser’s chair. She receives a WhatsApp message saying her daughter has landed in London, after which she shares the news with her neighbour in the next chair. Though KLM was the first airline to have a verified WhatsApp account, more now offer services via the Facebook owned messaging network. This includes Etihad, Caribbean Airlines, Malaysia Airlines, Saudia, Sun Express and El Al. El Al for example, announced its new WhatsApp service in December, saying that this was an extension of the existing EL AL’s Chatbot, which combines artificial intelligence capabilities with a human representative. The service enables automatic response to the company’s customers on various topics via SMS, Facebook Messenger and now also on WhatsApp. Airline Marketing Monthly - January 2019 17

Airline Marketing Monthly

Airline Marketing Monthly - January 2019
Airline Marketing Monthly - December 2018
Airline Marketing Monthly - November 2018
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