An insights engine fueling the future of an airline group

Hans Zijlstra, Janneke van der Ploeg and Martijn Helder

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Controversial

Walk the talk! How Air France KLM CMI provides inspiration and support, rather than only tools and methodologies.

More and more large organizations turn to customer experience as a main strategic focus, especially within service industries in general and the airline industry specifically, in which customer satisfaction is of the utmost importance. It has become clear that it takes more than just collecting customer data to be the gold medalist in customer experience. The challenge is to transform the collected data into valuable insights that are actionable as well as inspiring.

Therefore, the future is now for customer and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands