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Duration

Sep. 2018 -

Nov. 2018

Team

Jesal Shah, Puck Veelnturf, William Hagen

Project owner

KLM Royal Dutch Airlines

Responsibilities

Brand strategy

Businesss Innovation

Service design

WE BRING
EUROPE TO YOU

To improve the KLM Brand Perception and foothold for the East Asian (China, Japan, Korea) market , we aim to create customer intimacy by providing a seamless experience from start to finish.

Motivation

But why China, Japan and Korea?

25% of the World’s Economy. 40% of the world’s international tourism expenditure. Short-haul flights replaced by the well-established train network. However, only 2% of incoming flights to the EU from Northeast Asia land at Schiphol.

Why
Why

Reason

Why should KLM do this?

As a hub owner in Schiphol, KLM can reinforce its Main hub image by targeting in East Asia market. Moreover, it will be also beneficial to all business partners and alliances, by improving efficient network and routes globally.

"...this will help us solidify and grow the Netherlands position as the gateway of Europe" for Chinese travellers and enterprises."

-Pieter Elbers, CEO of KLM, NASDAQ, 2018

Problem

By interviewing existing customers, we portrayed a customer journey.

Lack of brand visibility in Asia.

Negative emotions before & after the flight

Customer journey
pdf

Check the full customer journey

Opportunities

Through our investigation, several opportunities were identified in the customer journey which can help us increase the customer experience of KLM.

op1

Improve brand visibility

op1

Create seamless connectivity in terms of grounds services

op1

Attract more Asian tourists to NL & improve customer intimacy

op1

Emphasize on the heritage and USP’s of KLM

Strategic Roadmap

We created a strategic roadmap to sketch the future of KLM and based on it to formulate potential experiences and services.

rd1

2022
Implement "KLM experience" in Asia

rd2

2022
Introduce ‘First aid’ kits

rd3

2025
Partnerships for seamless multi-modal transportation

rd4

2030
Duplicate model golbally

KLM experience (2022)

A travelling bus with a fine dining experience which transports you to the streets of Amsterdam or Paris using virtual reality and projection technology.

“In Japan, there is one vending machine for every 23 people..” (VOX, 2017)

KLM vending machines allow consumers purchasing treats or souvenirs to increase brand visibility.

KLM_experience

First-Aid Kits (2022)

Specially curated kit presented to international customers to bridge the communication gap and aid easy settling-in.

First-Aid Kits

Seamless multi-modal transportation (2025)

Specially curated kit presented to international customers to bridge the communication gap and aid easy settling-in.

Seamless multi-modal transportation

Poster demonstration

We visualise the whole thinking process and strategy.

poster-1 poster-2

Evaluation

This strategy and service design has received high appraise. The feedback from the inhouse team states the strategy is highly structured and executed exquisitely on an ecosystem level. They also indicated the research is broadly international and using different theories, tools, and methods.

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