1. CASE: KLM KLM was one of the airline most severely disturbed by the Eyjafjallajoekull volcano eruption during spring 2010 as their main hub is in Amsterdam, directly under the plume of ash. The first reaction of the customers was an outrage caused by the cancelled flights and unclear information available at the time. KLM was quick to react to set up a 24-hour social media team to assist stranded passengers. No matter what the channel of contact was, KLM offered customer service and flight booking. People could change their flight via direct messages in Twitter and initiate contact by writing a message on KLM’s Facebook wall. From a situation that was nearly catastrophic for the airline, brand-wise and economically, they turned it around to get a rallying of support and grew their following significantly.
