5.1 CRM Implementation at KLM Royal Dutch Airlines
5.1.1 Brief history:
1919 – Dutch Queen grants the 'Royal' attribute to KLM and foundation of KLM Royal Dutch Airlines
1921 - KLM starts its own fleet of aircraft and pilots
1971 - KLM head office established
1988 - Takeover of Netherlines airline
1989 - 20% stake in Northwest Airlines
1991 - KLM Citihopper formed
1991 – KLM increased its stake in Transavia from 40 - 80%
1996 - 26% share in Kenya airlines
1998 - KLM and Malaysian code share agreement
1998 - KLM repurchase 100% share from the government
2004 - Agreement with Air France
2004 - KLM wins the Gartner CRM excellence award
June 2005 - Flying Blue: Air France-KLM combined loyalty program
KLM group is involved mainly in activities such …show more content…
European, American, Asian airlines joined the group and turned around the passenger experience and benefits cross flying carriers. The KLM-Air France merger was termed the first cross border merger of all times in European subcontinent.
In 2008, i.e. 4 years from the time of CRM implementation, total revenue at KLM was estimated at EUR 24.114 billion. Net profit was valued at EUR 748 million, which showed an increase of 16% compared to 2007.
5.1.2 CRM at KLM:
KLM implemented CRM initiatives in two phases:
1997:
KLM realized that it could create differentiation amongst other competitors by offering better customer experience at various customer touch points.
KLM defined every customer touch point as a Good source of opportunity, but at the same time high risk on braking customer mindset
The CRM project was supposed to be a very expensive investment in ICT (Information Communication Technology). Will it provide considerable returns?
Idea was to make the relationship with customer as close and trustworthy as possible
KLM believed that the CRM project would give customer identification and recognition
Possibility of gathering, analyzing and anticipating using customer …show more content…
This was intended to deliver the right offer to the right customer at the right time and over the right channel
CIAO was all about the following :
Identifying the customer value segments
Developing better control over customer needs and preferences
Targeted marketing and sales campaign for each customer segment
Tracking customer responses
Take key leanings into future campaigns
Create a pattern of customer buying
5.1.1 Brief history:
1919 – Dutch Queen grants the 'Royal' attribute to KLM and foundation of KLM Royal Dutch Airlines
1921 - KLM starts its own fleet of aircraft and pilots
1971 - KLM head office established
1988 - Takeover of Netherlines airline
1989 - 20% stake in Northwest Airlines
1991 - KLM Citihopper formed
1991 – KLM increased its stake in Transavia from 40 - 80%
1996 - 26% share in Kenya airlines
1998 - KLM and Malaysian code share agreement
1998 - KLM repurchase 100% share from the government
2004 - Agreement with Air France
2004 - KLM wins the Gartner CRM excellence award
June 2005 - Flying Blue: Air France-KLM combined loyalty program
KLM group is involved mainly in activities such …show more content…
European, American, Asian airlines joined the group and turned around the passenger experience and benefits cross flying carriers. The KLM-Air France merger was termed the first cross border merger of all times in European subcontinent.
In 2008, i.e. 4 years from the time of CRM implementation, total revenue at KLM was estimated at EUR 24.114 billion. Net profit was valued at EUR 748 million, which showed an increase of 16% compared to 2007.
5.1.2 CRM at KLM:
KLM implemented CRM initiatives in two phases:
1997:
KLM realized that it could create differentiation amongst other competitors by offering better customer experience at various customer touch points.
KLM defined every customer touch point as a Good source of opportunity, but at the same time high risk on braking customer mindset
The CRM project was supposed to be a very expensive investment in ICT (Information Communication Technology). Will it provide considerable returns?
Idea was to make the relationship with customer as close and trustworthy as possible
KLM believed that the CRM project would give customer identification and recognition
Possibility of gathering, analyzing and anticipating using customer …show more content…
This was intended to deliver the right offer to the right customer at the right time and over the right channel
CIAO was all about the following :
Identifying the customer value segments
Developing better control over customer needs and preferences
Targeted marketing and sales campaign for each customer segment
Tracking customer responses
Take key leanings into future campaigns
Create a pattern of customer buying