Reframed research question: How can KLM leverage customer data to provide a personalized service across the customer journey? Customer intelligence.
To make a dream holiday into a reality, travellers go through a long and winding process (travel journey). Analogously, a highly complex machinery has to be in place. This in turn makes it challenging to offer a consistent brand experience. By "heat-mapping" the product/service portfolio of KLM, we were able to clearly see their over reliance on in-flight services, and a huge potential to solve customers pain points beyond the airport.
