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I haven t had any occasion to fly on KLM, but they ve been on my radar for a few years now They ve become one of my favorite airlines without having ever been on them, because of their award-winning communities of interest, Club China and Club Africa Clubs China and Africa go well beyond the ordinary service club that many airlines have Typically, a service club will provide concierge services for VIP fliers So, for example, if you re a 1K flyer for United, you get increased miles for flying, priority check-in, complimentary upgrades, and so on If you ve flown 1 million miles over your life on United, then you get other things But what you don t have is access to communities of interest, which is precisely what Clubs China/Africa are What makes these clubs unique is that they appeal to a specific group of travelers who fly KLM to a specific location, and give the travelers the means to interact with each other in multiple ways Take a look at Figure 9-3
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Figure 9-3: KLM Club China provides value to and from the members
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The benefit to the customer is wide and deep Besides traditional services and free stuff, they rely heavily on the customers interacting with each other As a member: You can subscribe to their Twitter feed, which has over 2,300 followers What makes Twitter interesting is how KLM uses it, broadcasting Club China events (or Club Africa) on their Twitter feed, as well as information from other members such as seeking employment or seeking local partner to do business You can learn from the best practices on doing business in China that are posted to the club by other members
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You can look at the calendar and see what members are going to be where in China when You can arrange meet-ups in China or at any other locations where more than one member is congregating You can share your experiences on doing business in China by posting stories The business benefits for the members are obvious KLM has benefited as well The numbers support that They now have over 15,300 members from 100 countries in the two clubs combined Their traffic is steady and consistent and, most important, sticky For example in May 2009, Club China had 7,000 unique visitors accessing 36,500 pages and spending 3 to 5 minutes on the site each KLM didn t stop with this kind of success, though The next month, they implemented video chat on the site The customer s and KLM s mutual benefit was highlighted by a comment from one of the Club Africa members that said pretty much all that needed to be said, I really appreciate it It is beneficial to the airline and the travelers, has made Africans feel recognized as important to the KLM strategy and has helped businesses get new worthwhile contacts Getting to know a person you would have not have had an opportunity to meet This is mutually beneficial business from a community of like-interested people Social CRM indeed That s the bulk of your community options But that s only about half of what you need to know What else How about what practices work to manage the community once you ve realized that it is an important part of your Social CRM strategy
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The management of your community is as important as the recruitment of your customers and experts to the community Companies like Communispace have experienced moderators and facilitators to help you manage your social network However, if you re looking for your own community manager, there is a now substantial body of practice to draw on in trying to figure out how to do just that Ultimately, you re providing value by exposing your company and information to your customer, derived through the company itself, discourse between customers, or discourse between customers and company
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