KLM plans to turn conversation threads into customer journeys

KLM pivoted its business away from websites and apps and onto social at the turn of the year in what it affirms is “the next entry point for the customer”, introducing bots and artificial intelligence to its digital play in a brand-to-consumer relationship like no other.
Now the airline plans to turn its conversation threads within Messenger, Twitter and WeChat into a customer journey, where relevant third parties are introduced at specific points in a journey in an attempt to draw o