Flying High with CX Insights [Air France KLM]
In 2024, KLM won the award as Data & Insights Company of the Year. This is largely thanks to the extensive and complete Customer Experience measurement in place, complemented by various means to measure the CX and marketing performance of the airline. This is done through a mix of tools and techniques, balancing new possibilities with more traditional, but proven and internationally applicable methods.
Key Takeaways:
1. CX measurement requires a multi-angled approach
2. A mix of new and more traditional techniques is still needed
3. Real business impact is critical for the success of data & insights
Hans ZijlstraHans is director CMI at Air France KLM, leading the KLM CMI team, responsible for strategic, tactical and operational marketing, brand and CX insight.
Rutger SchooneRutger is the program manager for the global Air France KLM NeXT program, an extensive global program to measure passenger experience and steer strategic as well as daily operational decisions.