KLM knows how to surprise and delight its customers


Share on LinkedIn

#595 in the Purple Goldfish Project comes courtesy of Barry Dalton and the following tweet:

A Purple Goldfish to start your morning and creative social engagement by @KLM (cc @9inchmarketing) http://bit.ly/cDs5nt #custserv #cex #scrm

Lagniappe is marketing glue. Glue is ‘giving little unexpected extras’. Here is some background on the KLM program from their press release:

klm surpriseKLM gives small personal gifts at Schiphol Airport to customers who have indicated through social media that they fly with KLM. If you use the location based social networking site Foursquare or place a message on Twitter at @ klmsurprise, indicating that you will fly with KLM that day, it may just happen that the KLMsurprise team finds you and surprises you.

As soon as someone checks in via Foursquare at Schiphol or another airport KLM flies to, KLM tries to contact him or her through the @ klmsurprise account on Twitter. The message is that KLM has a little surprise. Next the KLMsurprise team comes into action to quickly offer a surprising, personalized gift before the customer is on board.

Martijn van der Zee, vice president of KLM E-Commerce: “The team devises an original surprise that really fits the person who receives it. We offer people an attentive KLM experience. This way, we gave a PSV fan heading towards New York a Lonely Planet guide in which we had circled all the pubs where he could watch live matches of PSV. Dennis, a customer on his way to a conference in Boston, we gave a notebook in which he could immediately capture the best ideas he would encounter”.

KLMsurprise fits in KLM’s campaign slogan “Journeys of Inspiration” by surprising and inspiring people during their trip.

Martijn van der Zee: “KLM wants to achieve a number of objectives through these actions. The goal is to make our fan base – people who find it worthwhile to follow us on Facebook or Twitter – increase. We also want that our existing followers – almost 80,000 fans on Facebook and 60,000 Twitter followers – remain enthusiastic about KLM and share this with their friends.”

KLMsurprise runs until 26 November, but KLM customers can expect even more next in the area of social media.

Today’s Lagniappe (a little something extra) – I’m a big fan of experiential marketing. Here is a product launch / stunt that I absolutely love from KLM:

Where is the lagniappe in your marketing?

Help me find 1,001 purple goldfish. Fishermen wanted.

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here