In the Age of Trust, ‘trust score’ is the KPI you need

We seem to be in the Age of Everything: the Age of the Customer, the Age of Artificial Intelligence, the Age of Data, the Age of Digital Transformation, the Age of Disruption, and so on. If there is one thing these ages have in common, it is their focus on delivering memorable customer experiences. But with a lack of integrity, experiences are destined to vaporize. Welcome to the Age of Trust.

In the Age of Everything, data is a vital component. It helps brands to target and personalize their offerings to your liking. At the same time, however, this data causes friction. We all know that large tech companies like Google and Facebook seemingly offer their services for free, while in fact we pay for these with our privacy. Scandals and data breaches have resulted in a growing public awareness, and the need for stricter regulations like GDPR and PSD2 . Keep reading →

Social media strategy city of Rotterdam

In November 2015, the city of Rotterdam invited entrepreneurs, citizens and students for two co-creation sessions to help define its social media strategy.

In concert with HatRabbits, over a thousand ideas were produced and summarized in six main themes: listening, engaging, informing, connecting, responding and inspiring. The outcome of the sessions was shared with a number of experts in the field, who were asked to provide their view and help finetune the strategy. I was happy to be one of them. In 2016, Rotterdam and HatRabbits concluded the initiative by publishing an internal booklet with the city’s vision, titled ‘Social Media with Character’.

The future of social customer care at KLM

In a recent interview and keynote, my colleague Gert Wim ter Haar outlined where we’re headed with social media servicing at KLM.

Ever since I had the pleasure of posting the very first tweet for KLM back in 2009, we have been pioneering to deliver the best possible social media service and brand experience. The social landscape is constantly moving and innovations come fast. By anticipating and being eager to innovate, we have maintained our position as one of the world’s leading companies on social media.

Most important developments:

    • Social media have become a main entry point, next to company apps and .com.
    • A shift is taking place from public social platforms towards private messaging apps.
    • The majority of people only use a small number of apps on their mobile.
    • Third party bots and artificial intelligence (AI) will increasingly be embedded in messaging apps.
    • At KLM, we’re using smart bots to bring .com functionalities to social.
    • Big Data and AI support agents in providing timely, correct and personal answers.

Keep reading →

Giro555 relief campaign after Nepal earthquake

Giro555 Nepal

After Nepal was hit by a devastating earthquake on 25 April 2015, the KLM Social Media Hub played a key role in the Dutch national fundraising campaign.

Soon after the disaster, the SHO, a Dutch foundation of cooperative relief organizations including UNICEF and Red Cross, initiated a nationwide campaign to raise money for the victims. But rather than having the usual TV studio set-up with a celebrity call panel, they were aiming to focus on social media for the first time. I proposed to support them with KLM’s facilities, expertise, and experience on social media. Keep reading →

The ash cloud, five years later

Remember the massive Icelandic ash cloud that lead to the five day closure of the European air space in April 2010? Hundreds of thousands of passengers were stranded around the globe. It also marked the ultimate boost for KLM’s use of social media.

By now, over 150 dedicated native social media service agents deliver a 24/7 one-stop-shop in fourteen languages and on six different channels. KLM has the world’s largest social media organization and has been awarded ‘The World’s Most Socially Devoted Brand’ for four consecutive years since 2011 by Social Bakers. I’m proud as ever to be part of the team!

Read the blog on how we tackled the ash cloud back in 2010, living on pizza deliveries and takeaway Chinese.

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10 Tips For Delivering A Great Presentation


Whether you’re in a meeting room or at a large congress – when you are listening to a presentation, you want to be inspired. Right? You want to hear something new. If it becomes boring, your thoughts will drift away or you’ll check your smartphone for new mail. I’m sure you know what I mean. So what if you are giving one? You’d want your audience’s full attention. You’d want them to remember what you said, leave the room with a ‘Wow’ effect, and tell others about it. What it takes? Firework storytelling. Keep reading →

Google+ Community Ninja


On November 7, 2011, shortly after the introduction of Google+ business pages, I created an account for KLM. Together with our editorial team I started exploring, testing, and posting straight away. Learning by doing. And that didn’t go unnoticed… 

Being among the early adapters of Google+ and a big fan of it’s potential, I have been closely following its developments with great interest. So as rumor spread last year that Google would introduce business pages, I started fantasizing and sharing my ideas on what those pages should be like. And as the much anticipated moment finally came, I couldn’t be more eager to make sure that KLM would at least be among the first brands to jump in. Keep reading →

Empowering employees to be online ambassadors

At Dell, they have been training thousands of staff members to become brand ambassadors. Not just to advocate their employer in the pub, but to actively engage with customers online. On behalf of the company. A great idea indeed, but would it work for every brand?

Social media call for a personal, human touch, and I am very much in favor of that. Who can better provide authenticity than an employee who is passionate about his job? Social media call for substantive answers and transparency as well, and who else has more expertise to answer questions than the internal specialist himself? Why leave it up to Headquarters to control the message? Keep reading →