This document discusses KLM Royal Dutch Airlines' approach to customer engagement and conversion through creating a customer-centric feedback loop for their mobile app development. It highlights integrating feedback into the development process, reporting and analyzing bugs via feedback to get back to customers, and using feedback to set and adjust the mobile app roadmap priorities. The goal is to take a customer-centric approach to app development by learning from and optimizing based on feedback from the full development cycle through to stakeholders.

1. PH-BXEPH-BXE
Stijn Bannier
Product Manager Mobile
KLM Royal Dutch Airlines
CUSTOMER ENGAGEMENT TO CONVERSION
CREATING A CUSTOMER CENTRIC FEEDBACK LOOP
Savage Marketing – Content & Mobile – June 14th 2018

6. KLM Media Houses
Location Based Services
Push Messages
Reusable Components
Augmented Reality
What’s next?
Capabilities
Meet the mobile team.
Setup to explore mobile opportunities

10. Feedback is fully integrated in the
development process

11. Direct Indirect

12. Reporting and analysing bugs via
feedback and getting back to the customer

13. Reporting and analysing bugs via
feedback and getting back to the customer

14. Multicity / Open jaw
bookings
1
2
3Retro-claim for
miles
Native
Flight Status
Setting and adjusting
priorities on the roadmap

15. 1 2 3

16. Get detailed feature feedback
via campaigns

17. Get detailed feature feedback
via campaigns

18. FeedbackAd hoc analysis / hot fixes
Improve /
Bugs
Feature
requests

19. Customer centric app development
• learn and optimize via feedback
• involve the full development team
• don’t forget quantative data
• inform stakeholders about results

20. Thanks for your attention!
Questions?
Stijn Bannier
stijn.bannier@klm.com