KLM deploys RightNow natural language search for mobile website

KLM Royal Dutch Airlines has rolled out software-as-a-service (SaaS) provider RightNow's CX Intent Guide on its mobile website to help customers receive quicker answers to online queries.

KLM's mobile site receives more than 20,000 visits a day and allows customers to book flights, check-in and see flight status. RightNow's CX Intent Guide uses natural language search technology to provide visitors with more relevant content and information.

Rob Zwerink, director of e-development at KLM, said the airline is expecting its mobile site to make up 10% of overall website visits.

"To achieve this goal, we must deliver an excellent customer experience every time customers interact with us. Mobile is one of the most important channels for us now and we have invested in technology to ensure our passengers receive an excellent experience on the move," he said.

Zwerink said the mobile site is increasingly important to respond to customer queries during unpredictable events, such as extreme snow conditions.

"It is critical that we are able to provide the same level of service via smartphones and our website to ensure consistency in brand experience, especially during peak times or events that result in a high-level of online queries," he said.

The RightNow CX Intent Guide provides customer support in six languages and uses technology gained through the supplier's acquisition of natural language search company Q-Go in January 2011.

KLM was previously using the CX Intent Guide on its corporate website and has answered over 3.3 million online questions in the last year through the service.

Jason Mittelstaedt, RightNow's chief marketing officer, claimed the product can improve top-line sales growth, increase conversion rates and help reduce costs beyond improving customer experience.

"Some customers have experienced up to 42% conversion rate on banner adverts as a result of using CX Intent Guide," he said.

Ian Tickle, RightNow's vice president for Europe, added that with increased ability to find the right information, customer retention can be improved.

RightNow's second quarter results show sales increased 26% to $54.8m from $43.5m in the same period last year. Profit fell to $194,000 in the three months ending 30 June 2011, compared to $1.4m at the end of June 2010.