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KLM BlueBiz  life cycle 2.0 September 10 th  2009 from e-mail contacts to valuable relationships
Even voorstellen… Annemieke Bossen Hans   Meijer Michael Straathof KLM Royal Dutch Airlines  CloseContact  MichaelStraathof.com
BlueBiz, how it works… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Starting points 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object]
The communication itself was the same for everybody though…
Goals 2008-2009
BlueBiz  life cycle strategy
Audience Traveler/booker Travel agency (secondary) Secretary/office manager Travel manager Secretary/office manager
BlueBiz life cycle Toolbox ,[object Object],[object Object],[object Object],[object Object],[object Object]
BlueBiz life cycle 2.0 Strategy 1 2 3 4 More contextual communication through  profiling More relevant communication through  behavioral   segmentation More dialogue oriented through  interaction More value oriented communication through  personal service campaigns
[object Object],[object Object],[object Object],[object Object],[object Object]
BlueBiz life cycle 2.0 Welcome Fast track Non-actives Ready to burn Profile check Anniversary Enrolment 2 nd  Online Credit Statements / Seasonal events BlueBiz  monitor New Contact person Birthday Personal   Bluebook BlueBiz   Break Company behavior cycle Personal relationship cycle
Examples
BlueBiz - Birthday  the ‘make your own choice’ campaign
BlueBiz - Birthday  the ‘make your own choice’ campaign
BlueBiz - Non actives  ,[object Object],[object Object]
BlueBiz - Non actives  the ‘sandwich’ campaign
BlueBiz - Non actives  the ‘sandwich’ campaign Teaser  mail Profile-based Follow-up mail Profile-based Follow-up mail Profile-based Follow-up mail Profile-based Follow-up mail Profile-based Follow-up mail Message:  It has been a long time since we have heard of you ,[object Object],[object Object],[object Object],[object Object],Message:  Based on the output of the phone call. All messages aims for a behavioural change Phone call
BlueBiz - Non actives  the ‘sandwich’ campaign
[object Object],[object Object]
The overall effects…
Marketing communication results Satisfaction ,[object Object]
> 80%  of the BlueBiz members would recommend KLM
BlueBiz increases intention to recommend KLM
Benchmark by eVillage
Marketing results
Budget  01/05/2008 – 01/05/2009 Per country, with 63 countries and 11 languages  (NL, UK, DE, IT, ES, FR, RU, CN sim, CN tra, JP, KR) €  2.777,78 €  4,86  / member with 36.000 members
What did we learn… ,[object Object],[object Object],[object Object]
There’s always room for improvement… ,[object Object],[object Object]
KLM Royal Dutch Airlines - Annemieke Bossen [email_address] www.klm.com     +31 (0)610 627 959 CloseContact - Hans Meijer hans@closecontact.nl  www.closecontact.nl  +31 (0)654 784 986 MichaelStraathof.com - Michael Straathof [email_address] www.michaelstraathof.com   +31 (0)652 190 428
Golden Emma Case 20090910 BlueBiz Lifecycle 2.0

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Golden Emma Case 20090910 BlueBiz Lifecycle 2.0

  • 1. KLM BlueBiz life cycle 2.0 September 10 th 2009 from e-mail contacts to valuable relationships
  • 2.
  • 3. Even voorstellen… Annemieke Bossen Hans Meijer Michael Straathof KLM Royal Dutch Airlines CloseContact MichaelStraathof.com
  • 4.
  • 5.
  • 6. The communication itself was the same for everybody though…
  • 8. BlueBiz life cycle strategy
  • 9. Audience Traveler/booker Travel agency (secondary) Secretary/office manager Travel manager Secretary/office manager
  • 10.
  • 11. BlueBiz life cycle 2.0 Strategy 1 2 3 4 More contextual communication through profiling More relevant communication through behavioral segmentation More dialogue oriented through interaction More value oriented communication through personal service campaigns
  • 12.
  • 13. BlueBiz life cycle 2.0 Welcome Fast track Non-actives Ready to burn Profile check Anniversary Enrolment 2 nd Online Credit Statements / Seasonal events BlueBiz monitor New Contact person Birthday Personal Bluebook BlueBiz Break Company behavior cycle Personal relationship cycle
  • 15. BlueBiz - Birthday the ‘make your own choice’ campaign
  • 16. BlueBiz - Birthday the ‘make your own choice’ campaign
  • 17.
  • 18. BlueBiz - Non actives the ‘sandwich’ campaign
  • 19.
  • 20. BlueBiz - Non actives the ‘sandwich’ campaign
  • 21.
  • 23.
  • 24. > 80% of the BlueBiz members would recommend KLM
  • 25. BlueBiz increases intention to recommend KLM
  • 27.
  • 29.
  • 30. Budget 01/05/2008 – 01/05/2009 Per country, with 63 countries and 11 languages (NL, UK, DE, IT, ES, FR, RU, CN sim, CN tra, JP, KR) € 2.777,78 € 4,86 / member with 36.000 members
  • 31.
  • 32.
  • 33. KLM Royal Dutch Airlines - Annemieke Bossen [email_address] www.klm.com +31 (0)610 627 959 CloseContact - Hans Meijer hans@closecontact.nl www.closecontact.nl +31 (0)654 784 986 MichaelStraathof.com - Michael Straathof [email_address] www.michaelstraathof.com +31 (0)652 190 428