Founded in 1919, Amsterdam-based KLM Royal Dutch Airlines is the oldest global airline still flying under its original name. They serve 30+ million passengers annually, operate 200+ aircraft, and fly to 163 destinations worldwide. They’re also the third- largest private employer in the Netherlands. The average customer flies with KLM 1.4 times per year, and might not take time to download the airline’s mobile app to book a flight. For that customer, the airline wanted “a new entry point”—one that provided opportunities for conversational interactions using voice or text. “A conversational experience allows for that personal approach. It brings warmth and personality to conversations with our customers,” says Ruben Klerks, KLM social media manager. “For us, social media includes all

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