"Moving your world"
by creating memorable customer experiences
January 2016
The new purpose statement of KLM “Moving your World“ was the starting point to see how an simple idea could be implemented to make employees more happy and proud and could ultimately result in a more intimate customer relationship. In this project we designed an innovation strategy to support KLM in their transition to become the number one airline with regards to customer experience.
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UX DESIGN - SERVICE DESIGN - BRANDING - CUSTOMER JOURNEY MAPPING
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CONTEXT ANALYSIS
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KLM needs to compete in a rapidly changing industry.
Every airline can bring people from A to B and some might do this very cost- or time efficient or provide the newest innovations.
What could make KLM unique?
KLM wants to offer their customers a unique memorable experience resulting in lasting customer relationships. In order to increase customer intimacy KLM needs not only to invest in technology but also in its employees. Creating customer intimacy cannot be captured in scripts or processes and should arise from the employee themselves.
OUR CHALLENGE
User and Employee Research
Result show that we need to ensure KLM employees to reach out on a more personal level and take ownership in their job. It is important to make sure they feel like they own the experience.
Our Challenge
How to reach a new level of customer satisfaction in which customer intimacy increases. We developed a roadmap to empower KLM employees to be able to present themselves on a more personal way towards both colleagues and customers.
A PERSONAL BADGE
The results?
We presented a new way of presenting who you are as a KLM employee towards both colleagues and customers. The first steps of implementing; a personal badge. This simple badge is the starting point of a new employee presentation and helps to tackle the negative side effects of the hierarchical structure and the lack of collgeau recognition among KLM employees. Secondly it is easier for customers to see a more human side of the KLM employees which will stimulate interaction. The possibilities of the concept extend much further. New features, such as introduction videos by crew, in both the crew- and customer mobile applications will support the new strategy.
Duration
10 weeks, part-time
Team
This project was done in collaboration with Tim Dekker, Eduard de Jong, Floris Steenbeek
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