MADE BY: Larissa Berkenhagen - 0000000 Niek Bessems - 0000000 Elserieke Dales - 0000000 Daisy van Nieuwenhuizen - 0000000 Marlie Vermeeren - 2182809
CONTENT Introduction Bow-tie model
7 ......................
About KLM Model applied to KLM
19 ......................
Conclusion Pain point Niek
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42 54
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Chance Daisy Chance Marlie
27 37
Pain point Larissa Pain point Elserieke
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62 70
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“WHEN YOU
WEAR A
BOW-TIE... ..................................................
Start with end in left hand extending an inch and a half below that in right hand.
HOW TO TIE A BOW-TIE PART 1
INTRODUCTION
Everyone remembers their first ball. A party in primary school, and the gala in high school. Even when in college you can’t wriggle yourself out of an evening smartly dressed. A ball is something to look forward to, to show yourself from your best side, to meet new people and gain new insights.
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For companies, this is an everyday occurrence. They must demonstrate every day their best to recruit new customers, come up with new ideas or keeping their existing customers satisfied.
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This is not always easy, especially not if you do not know where to start. Because are you going to look at yourself first? To what you as a company stands for? Or do you leave it entirely to your customers, and adapt yourself into their needs? In the following model, what you are about to read, a solution is given to these questions.
Because why would you not use both perspectives to arrive at a common vision? Result is a vision that suits both you as an organization, but where the target audience also can relate. Ideal solution, isn’t it?
BOW-TIE
MODEL
BOW -T ----------- IE MOD EL 100% -------CRE -------ATIV -ITY --
MODEL
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10
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BOW-TIE MODEL 100% CREATIVITY
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LINKS TO THEORIES With some different theories we started our journey to find a suitable new concepting theory/model, which we can use for new concept developing as well as concept tester. Our model is associated with the umbrella model. We know the umbrella model as an overarching thought, which starts with a vision, followed by a one-liner and concept carriers.
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On the other hand we used the theory about the golden circle, we know it as the Why, How and What. Starting with a why inspired us. Why tells about ‘why’ you started your company, and not with ‘what’ (product or service) your company is started. So for our model we thought that we could make a vision by using the values of the company but also by the target group. Have a look on what your target group wants. This combines the umbrella part with the golden circle.
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...DOORS OPEN
FOR YOU... ..................................................
Cross longer end over shorter and pass up through loop.
HOW TO TIE A BOW-TIE PART 2
Needle The needle is one out of the two ways where you can start the BowTie Model. The needle stands for your company. Ask yourself questions like: Who am I? What drives us? What are our core values? What do we want to reach and what makes us unique?
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Wire The wire is the other option to start the BowTie Model. The wire stands for your target group. Make a target group analysis and ask yourself the following questions: Who is our target group? What does our target group want and which core values have our target group?
Vision The vision is where everything comes together. When you combine the needle and the wire, you should be able to create a vision that fits perfectly to your company, as well as to your target group. When you find this combination, you will have a very stable and secure foundation for your concept.
WASH LABLE ..................................................
WAITERS The waiters are the people who are involved with your company. They have to be one with your concept, so ask yourself some questions. How do they have to behave? How do they have to look like? Those are question you can think about when you are describing your waiters for a perfect concept.
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INVITATION How we are going to communicate to our target group(s) is called the invitation. Think about what you want to tell to your target group(s), how do they have to behave after your communication, what do they have to do, etc. Also think about how you are going to communicate, what are you going to use. Keep in mind that your communication means always fit with your concept.
BALL Important to realise your concept is thinking about a good ball. What kind of product or service do you offer your target group(s)? But also keep in mind that not every concept has always a product or service.
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BALLROOM
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In what sort of physical surroundings is your company situated? Are you located at an office? Does your company operate in Europe, the world or only one land? In what ballroom does your ball take place?
GUESTS Who is your target group? Which people would you like to reach and inspire. It is very important to know in depth who your target group is. This way you can specify your concept and products to have better results.
ABOUT KLM
VISION ..................................................
MISSION . . . 20 . . .
IDENTITY ..................................................
PERSONALITY COMMUNICATION ..................................................
BEHAVIOUR
KLM wants to lead the air by being smarter than others. Because of the merger with Air France, KLM fulfils a leading role in the world aviation. KLM wants to be the first choice for the customer, an attractive employer for employees and a company that grows profitably for shareholders. Through smart partnerships and a leading role in new destinations, KLM provides global accessibility trough an extensive network. By responding to market opportunities and technological developments, KLM offers customers a contemporary product. KLM is working on creating growth opportunities at Schiphol, gaining access to all markets that enhance the quality of its network and equal proportions for all players in the industry. It also strives for a balance between the interests of the company and that of the local environment. An organization shows their identity to their surroundings via the corporate identity mix. This is the personality that shows in their communication, their behaviour and the symbolism. The personality of KLM can be described in the following core values: safety, environmentally friendly and quality. KLM also focuses on the individual behind the customer, because they realize that every customer is different. They are very customer friendly. The communication and symbolism is the way an organization shows their selves. KLM has their own website, Facebook- and Twitterpage. They communicate trough these tools with serious news, actions, but also with humor and that is what typifies them. The symbolism is the same every. It’s clear and always with the colours blue and white.
The most determining expression of an organization is their behaviour. By this we mean the way of handling with their visitors and employees. Already given above, KLM focuses a lot on their customers. They offer service and focuses on the individual behind them. KLM also cares a lot about their employees. Employability is one of the main important things in their personnel. KLM wants its employees to stay as healthy and as long as possible happy to continue with their work. Therefore, they focus on their health and development. Also the employees are encouraged to increase their knowledge and skills through training and labour mobility. (KLM.com)
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PRODUCTS & SERVICES KLM offers their consumers a pleasure flight, but not only the flight. At KLM it goes further than only the flight, it is their service, which makes it a more special product they offer. KLM is the core of the KLM Group, which further includes the wholly-owned subsidiaries KLM Cityhopper, transavia. com and Martinair.
COMMUNICATION TOOLS . . . 22
KLM communicates in different ways to their target group(s). Mostly they use their social media really good! But they are also very strong in making TV spots with high ‘feel good’ experiences.
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SOCIAL MEDIA Stay up to date on everything from great flight deals to the latest flight information. Answers to your questions and help with your requests 24/7. Access to inspiring pictures and videos for loads of travel ideas. Fun campaigns and free goodies. How could we make your journey with us even better? Post your tip on our Bright Ideas tab!
Find out more about our company, products and services. Answers to your questions and help with your requests 24/7. And be among the first to know about job opportunities at KLM!
Circle our Google+ page and stay up to date about KLM. Our Google+ page offers ‘behind the scenes’ pictures and stories, company updates and the latest news.
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Discover some unique KLM photography, take a peek into our everyday activities, and take some interesting quizzes.
The latest news about KLM and our special offers. Answers to your questions and help with your requests 24/7.
See a different side of KLM with lots of pictures of our aircraft, maintenance activities, cargo handling and much, much more.
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Learn all about KLM’s 90 years in aviation, check out our latest special offers, keep up on our new products and see what it’s like behind the scenes!
Want to get to know us even better? Visit our new blog! Take a peek into the life of a KLM stewardess, and read a traveller’s destination tips and travel experiences. Their updates are posted weekly. . . . 24 . . .
The KLM blog is also a great source of background information about our products and services.
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Other online tools: www.klm.com iFly magazine e-newsletter Television spots
JOURNEYS OF INSPIRATION!
BOW-TIE MODEL APPLIED TO KLM
FILLING IN THE NEEDLE KLM stands for safety, they want their customers to have a safe flight and do everything to make them feel save. Starting from the airport itself and it goes on until they arrive at their destination. KLM wants to be environmentally friendly; this is one of their core values. They are also very busy with sustainability and Corporate Social Responsibility. This is part of their mission.
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KLM stands for quality; they want their customers to travel in luxury and want to make sure they have a nice and comfortable flight. This is also one of their core values. KLM wants to be customer friendly. They listen to their customers, respect them and help them in every thinkable way. This is their last core value. KLM has a strong mission. They want to provide growth opportunities. For their company, their employees, and their customers. They want to ensure this by having a strong quality network. KLM is focussed on service. They do everything for their customers. They provide service before the flight at home, during the flight and off course also after the flight. KLM has punctuality as core focus. They do everything in their power to make sure that flight are going on time and that their customers won’t miss any connecting flights or get late on their destination. KLM make sure that the customer comes first, in every way!
FILLING IN THE WIRE The target group for KLM are business travellers. These are their main focus. But everybody who wants or likes to travel is welcome at KLM. KLM wants to approach the modern traveller. Besides passenger transport, KLM also focuses on cargo transport and technical maintenance. One of the core values of the target group is that they have high comfort requirements. They travel a lot and go from meeting to meeting. Quality and comfort are therefore very important. The target group thinks service is very important. They don’t to do a lot themselves; they are very busy with work and other important pursuits. The target group is on the move, sometimes 24/7. They travel around the world, and in this travelling they want to be mobile.
FILLING IN THE VISION “KLM wants to lead the air by being smarter than others.”
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FILLING IN THE
WASH LABLE
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WAITERS KLM has a professional image. They require their employees to adapt themselves to this image. KLM has a strong web care team, which is 24/7 available for questions, complaints, or any other problems. KLM wants to take good care for their employees. They offer group health insurance, ANW gap insurance (additional survivors’ benefits) and a cafeteria scheme. KLM employees are by and large proud of their company and their work. Each and every one of them is valuable, from the platform to the baggage basement staff, from the technical to the cargo employees, and from the office to the operational staff. KLM is part of SkyTeam, an alliance with partner airlines, founded in 2000. The goal of the alliance is to give the members the opportunity to provide their customers with a more extensive network of so that they can increase their market share and reduce costs
INVITATION KLM is very active on social media. Their web care team controls this media and makes sure that very question or complaint is taken care of seriously and as fast as possible. KLM has its own blog. KLM has its own magazine, called Ifly Magazine. KLM has a newsletter. KLM provides their customers an extensive website on which they can find every information they needs, and on which they can book their flights. KLM advertises a lot. KLM has its own newsroom. Besides their web care team KLM also haves a helpdesk which people can call or write to. KLM has its own application on mobile devices. KLM provides customers with the option to check in online. KLM uses spontaneous actions to keep their customers as fans.
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BALL BlueBiz is Airfrance/KLM’s loyalty programme for non-contracted companies. It offers companies Blue Credits on flights made with AF, KLM and its programme partners. Meet and seat. KLM’s Meet & Seat lets you find out about interesting people who will be on board your KLM flight such as other passengers attending the same event as you at your destination. . . .
Flying Blue. This gives the customers a chance to earn Miles while flying, called airmiles. These miles they then can spend on flights, hotel stays car rentals and much more. It’s free.
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KLM Package deals. Booking a flight, hotel and even a rental car – all in one package and attractively priced. Customers can buy these easily online, KLM takes care of the rest. Passenger flights. For people who just wants to go from a to b, KLM offers off course passenger flights. KLM Cargo. This is the freight division of KLM. KLM Cargo annually flies to over 200 destinations worldwide with its four Boeing 747-400ER’s. Also, the company has the largest combi fleet, these are planes that are halffilled with passengers and half with freight.
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BALLROOM Schiphol airport and the airports on the more than 200 destinations KLM flies to. Airplanes used by KLM. Offices, from KLM itself and other offices on Schiphol airport.
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GUESTS Business travellers. All other travellers that use KLM. AirFrance, KLM Cargo transport and technical maintenance. Sponsoring air cores.
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FILLING IN THE VISION BUTTON ..................................................
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CE
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MOBILITY
QUALITY
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C VI ER
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VI ER
CO
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OR T
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CONCLUSION &
RECOMMENDATIONS
CONCLUSION & RECOMMENDATIONS After applying our model, there are a number of issues that were identified and which appear to be ready for improvement:
PAINT POINTS
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1. The use of social media and the link between the target group. The target group of KLM consists of businessmen. However, they focus their social media primarily to other target groups, thinking of many pleasure flights. 2. There are many delays. This means that travellers often have to spend very long time at the airport. Although there is much to do to at the airport, is not easy to work in these crowds. Although delays consider to be force majeure, it is to KLM to accommodate the traveller as well as possible. 3. Although Schiphol is a shopping paradise, and a few hours are easy to spend, it’s everything but ideal for people with small children. The complex is too large; children receive too many stimuli and can not move. There is nothing special for children, while many parents and children do have a need for this. We have also seen a number of opportunities for KLM
OPPORTUNITIES 4. KLM has already Package special deals. This means that besides your hotel they also arrange your flight. This is of course ideal. But where KLM now often works with sites like bookings.com and external hotel chains, now it seems the time to start a fire. KLM hotels. Hotels build by KLM, and that belong to KLM. 5. In conjunction with this Package deals it is now possible to order a taxi at KLM. You will, however, often end up in a foreign country with a poor English speaking taxi driver, and you won’t feel very at ease. So next to the KLM hotels, why not own a transport service? Ideal, KLM brings you literally from your home to your hotel. . . . 35
As you can see there are a number of pain points, but also some very nice opportunities. However, we want to give KLM some good advice. The current vision of KLM is looks like a mission, and vise versa. We recommend them too change te vision and mission. This makes it easier for consumers to understand where KLM stands for and what they want to achieve. If they choose to formulate a new vision and mission, we advise them to keep their core values in there. Safety, quality and service has shown to be very important for the target group. Finally, we find it important to mention that it was difficult for KLM to find really negative parts. You may well find that it is a billion dollar company, and that they think carefully about each component and that they have knowledgeable staff. KLM is and remains Dutch pride, and in the coming years it will still remain a high flyer.
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...YOUR POSTURE
IS A LITTLE
MORE ERECT... ..................................................
Form front loop of bow by doubling up shorter end (hanging) and placing across collar points.
HOW TO TIE A BOW-TIE PART 3
PAIN POINTS NIEK
SOCIAL MEDIA After using the Tie-bow model on the concept of KLM, the pain point about the invitation to their business-like target group came clear. This communication carrier failed. Because of the high quality and higher prices than other airlines we could conclude that KLM chose the business people as their main target group. This target group has more to spent for a pleasure flight.KLM is very active on different kind of social media platforms, but mostly only for the all-round traveller. In the next paragraph the most known platforms will be discussed. Using social media at the moment: Facebook. KLM is very active on their Facebook page. But there are very less posts for the business travellers. There are a lot posts about KLM itself, their planes and also about their actions for travellers. LinkedIn KLM is also active on their personal LinkedIn page. As we know LinkedIn is a more professional social media platform, so we can say a platform for professionals and their networks. On this page of KLM you see a lot more posts for their target group. But there are still some posts for all the travellers (other target groups). So this kind of social media is used much well than Facebook. Twitter Off course KLM is also active on Twitter. At their Twitter page you see many of the same posts as on Facebook. Again you don’t find a lot posts aimed to their business passengers. Their expected response time on Twitter will be within 41 minutes (24/7). Target group As all ready explained is the business traveller the main target group of KLM. This is the main target group because of the higher price and service segment of KLM. How can we describe this target group? Below you find some information about them.
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TARGET GROUP What are the main motives of a business traveller? (Most, Hopman, Jonker, & Schalekamp, 2013): Meetings Marketing & Sales Congresses, Exhibitions & Seminars Research . . . 40 . . .
Basic needs & facts of a business traveller: Wifi (most important) (VCK Travel, 2014) Easy planning and booking (Carlson Wagonlit Travel, 2012) Always travelling, happy to come back home at their families. Business travellers often travel alone or with their co-workers. (Ping & Findley, 2009) Trends: More and more online meetings (decrease of business flights). (Zakenreis.nl, 2010) Digital booking, with their smartphones and tablets.
CONCEPT: #KLMSURPRISES We saw that KLM via LinkedIn namely involves their target group. But on the other social media platforms they don’t. Sow how can this become improved? Which extras does KLM have to offer to the business traveller? World Business Class flying. (Convertible chair into bed, privacy, entertainment, etc.) Saving Blue Miles KLM Crown-lounges SkyPriority (priority for check-ins, luggage check in, etc.)
THE IDEA It is important to focus on the main communication strategy of KLM. They don’t sell anything in a direct way. They want to satisfy their customers and they know that every customer is different. Because of their customer friendliness they have to approach their business customers in this way as well. Business travellers mostly travel alone or with a co-worker (Ping & Findley, 2009), so how could we surprise them with anything they want or are missing the most during their trip? Via Twitter & Facebook, KLM employees search for business travellers who have to stay for a certain time on Schiphol Airport. Which want to work, relax or maybe who are posting Tweets or Facebook posts about missing their family. Other KLM employees try to find the traveller, while the employees from online marketing try to contact one of his or her family members. The traveller will be (if not already) guided to the awesome KLM Crown-lounges.
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The employee will provide him or her in the lounge. When the other employee has contacted the family member(s) the speakers in the lounge will activate. Now his or her family member can say anything he or she wants to! The message can also be spread by direct video contact (on big screens). The video team will record this all. Afterwards it can be uploaded on YouTube and than it will be posted on Twitter & Facebook. KLM can tag the traveller for after experiences. Now this video can go viral on the web. . . . 42 . . .
#KLMsurprises will get restarted and expanded for this action.
EXPLANATION FIT The invitation (communication) carrier now fits to his (KLM) target group. Business travellers mostly travel alone or with a co-worker, by using their social content and looking up for their family members they can get surprised by KLM. This idea also fits to their contemporary communication style. KLM has often surprising actions for their travellers, with exception of actions for their business travellers. This relates also to their slogan ‘Journeys of inspiration’. If we have a look at the existing vision of KLM we can conclude that this idea fits good to their ‘being smarter than others’ sentence. On the other hand, the values, which come out of our model and than especially ‘service’ does not come back in their vision at this moment. But that word ‘service’ fits really well to this action, for KLM as well as the target group!
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WE ARE
FAMILY
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JOCHEM Jochem is a successful businessman who works for a huge company, which is established in more than eight countries all over the world. For his job he has to travel a lot, sometimes he has to travel that much that he is more than two weeks away from his home and family. Jochem always flies with KLM, because of the great service and the straight flights to his destination.
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TOUCH POINTS
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One day when he was working in the Crown-lounges of KLM at Schiphol, he tweeted about his destination he would go to visit and what kind of appointment he would have at his destination. That tweet changed his whole journey with KLM.
1
Pre exposure
A KLM employee came to him with an unexpected surprise. He became a beautiful designed card with a picture of his wife. Journey of inspiration, was also standing at the card. And then‌ he heard the voice of his wife over the speakers in the lounge. She wishes him a good journey and said how much she loves him.
2
Jochem felt really surprised and became something from someone, which he has to miss the most during his journeys. He couldn’t wish anything others. Thnx #KLMsurprises to bring me close to my family, now I am ready for a top appointment! he tweeted after the action. A few days later he got tagged in a KLM tweet, he saw the movie about his self.
3
Direct exposure
EXPLANATION The first touch point is his tweet about his journey. With this tweet he activated the surprise. This is about the pre-exposure phase, because he tweeted about his journey and about KLM. The second touch point is the approximation from the KLM employee and the card he becomes. This is the direct exposure phase. This touch point makes him surprising and he gets in touch with the slogan of KLM. The third touch point is the contact with his wife. This touch point is also a direct exposure.
Direct exposure
#WAF
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VISUALIZATION
OF KLM
#WEAREFAMILY ..................................................
PAIN POINTS LARISSA
DELAYS When looking at the complaints from customers of KLM, most of them have problems with the large amount of delays. Because of the delays they will miss other flights, and they must therefore spend a lot of time at the airport. Nobody loves to wait. For any audience is waiting for fun. Travellers want to go home or to their destination, whether they are flying for business or private. However, for the private traveller there are a lot of facilities taken care of. Schiphol is a shopping paradise, with many shops, restaurants and there is coffee available everywhere. Everything to make waiting as easy and pleasant as possible. However, there is little for the business travellers arranged. Because they do not want to shop, or extend their holidays. They want to work in peace and quiet, with a good cup of coffee and no further fuss. They are not the type to complain about delays, as they are set to survive and operate during delays. They are serious people, and so they want to work in peace. This is to some extent possible at Schiphol in the so-called Crown Lounge. Here you can enjoy a snack, a drink and get some rest. But Schiphol does not yet have special work booths, while fellow airports in Houston are embracing these for a long time now. An ideal opportunity for KLM!
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CONCEPT: QUIET BOOTHS The idea is as follows; spread all around Schiphol Airport there will be special cabins. These cabs are so arranged so that they can meet the needs of the customer. There will be two types of cabins. Cabin 1 is designed for the hardworking businessman.
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This cabin will be equipped with a coffee maker, a desk, a chair, free WIFI and several power points. Cabin 2 is equipped with a large, luxurious seat. By folding back the seat, one can make a bed of it, and thus make the choice to sleep. In this cab there also will be a TV screen which can provide the necessary relaxation. Also, there is the possibility to play soothing music. Both cabins are soundproof, so that you can really work in silence and you can rest as well. The cabins can be rented through a scanning system. The cabins are white outside and blue illuminated when they are free. At the time they are occupied this light will change in red, so that one knows that the cubicle is occupied. If a cabin is free then there’s a special device that allows you to scan your ticket. The computer can see precisely how much the traveller is delayed and when the flight departs. The system allows you to get a signal some time for your flight, so you cannot miss the flight. It is of course also possible to indicate to a certain ‘alarm time’ itself. The cabins are free, and by scanning the ticket it is ideal for Schiphol to keep track of who’s in the boxes. At any abuse or harm they can ask the right person in charge. (People will be attended that prior to his / her visit it is mandatory to check boxes) These boxes are ideal for the target audience to work quietly and spend precious time useful. It also fits extremely well in the vision of KLM, because KLM wants to be at the front of the industry by being smarter than the rest. By offering their target group the luxury, care and respect that they needs, KLM will be number one for them.
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BECAUSE EVERYONE
NEEDS A MOMENT
OF REST
IN THEIR LIVES. ..................................................
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...YOUR SHOULDERS
ARE A LITTLE FURTHER BACK... ..................................................
Hold this front loop with thumb and forefinger of left hand. Drop long end down over front.
HOW TO TIE A BOW-TIE PART 4
LIDEWIJ BRUININGS Lidewij, CEO of DoDacOn BV, is a hardworking woman of 34, who knows what she wants and what she stands for. In a business world ruled by men Lidewij knows how to adhere standing by maximum bet. To improve her company Lidewij searches for the latest trends and developments, of which she gets a lot of inspiration from partner companies. Because these companies are located all over the world, she has to travel a lot. Her workweeks often consist of 65 hours, of which at least half takes place in the air. Lidewij spends little time at home and therefore she sees Schiphol as her second home. She love to fly with KLM, because its comfort, quality and care. . . .
TOUCH POINTS
54 . . .
On Monday morning Lidewij arrives sighing at her office. She has spend her whole Sunday hearing her parents moan about her busy life, with the same question as always; whether she would have time to make grandchildren? Yeah right, that it is the last thing that’s on her mind. She still wants to quickly send a few documents and update her mail before the taxi to the airport arrives. Destination Singapore this time. Once logged in her mail she sees immediately that there is a mail in her spambox. That’s nothing for her and curious as she is, she clicks on her mail. It’s an email from KLM, specially focused on her as a loyal customer. Somewhat curiously she opens it and she begins to read the mail. (Touch point 1)
1 Direct mail - Pre exposure
The mail informs her about the opportunity to work in peace or just relax from the long flight. Immediately she recognizes herself in the chosen person, because if you fly so often then delay becomes your worst enemy. Grinning she invents herself that she will consider using it next time, but she hopes that it really is not necessary. Once in the cab there is a resting moment for Lidewij. She picks up her phone and opens Facebook. Curious viewing her timeline, and again she must chuckle. Because under the ad from Social Deal an ad occurs that looks familiar, namely one from KLM, about the special peace booth. (Touch point 2) Grinning she scrolls further and doze into a little sleep.
2 Social Media - Pre exposure
Once arrived at Schiphol airport Lidewij feels at home again. She walks quietly with her briefcase to the gate, ready to check in. After she’s checked in she gets an ominous feeling, and it only takes one look at the big board that shows this feeling to be correct. Her plane is delayed by more than two hours. Not enough time to go back to the office, but she really don’t want to go sit at Starbucks, way too busy to work at. She looks irritated around until she sees a blue light in the distance. A smile curled at her and she knows exactly where she needs to go for a little rest, thanks KLM, bring on the delay! (Touch point 3)
3 Schiphol itself - Direct exposure
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VISUALIZATION
OF KLM QUIET BOOTHS
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PAIN POINTS ELSERIEKE
FAMILIES After using our own Bow-tie model on KLM, we found some pain point and chances. One chance that spoke to me in particular, was improving the time and the facilities when customers are waiting for their flight. Looking to this chance and the complaints on the website, it became clear that KLM has a lot of facilities, but when it comes to families the facilities are minimal. For example, when your on a holiday with your family of four (2 parents and 2 children) with ages under 5, you don’t want to sit in a lobby for over an hour, but walking through all the tax free stores also is not an option. You have to take care of your children not going everywhere and this way you still can’t enjoy your well-deserved holiday. We all know that waiting for your airplane can be quite excruciating. Especially when your flight is delayed, waiting to go to your destination/ home or business meeting can be frustrating and boring. KLM is well known to take good care of their passengers and trying to make a trip as comfortable as possible. That’s why I thought of whole different way of looking to waiting for your airplane. It is already possible to check in from your computer at home to shorten your waiting time. But still there is some time left for the passengers to sit there and mainly do nothing. Instead of the business travellers I chose the families who are going a holiday. Travelling for a family with small children can be very hectic. They are easily bored and are seeking all kinds of entertainment. To prevent the co-travellers to be very annoyed by screaming and crying children I thought it would be awesome to create a room where you can go as a family to do fun stuff, and already can start enjoying your holiday.
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CONCEPT: CREATIVITY ROOM The creativity room is the place to be when your travelling as a family. After your check in and customs, this is the place where you can pass time and start relaxing. A room full of fun stuff to play with for different ages. Employers who will take care of workshops and activities with your children, so the parents don’t have to worry about constantly keeping an eye on their kids.
MASCOT
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One of the most important features of the Creativity Room is the mascot: PHEEBIE. Everything around this room is connected to Pheebie, the face of this concept. Very recognizable for children and a real figure they want to meet. All the communication and marketing will have the image of Pheebie, so it becomes a real understanding. When you go on a flight, you first go to Pheebie and her friends to play.
WHAT’S IN IT FOR THE KIDS? As a kid travelling can be extremely exciting. But waiting is never fun for a child. So instead of endlessly waiting before you can board with your parents you can now go to the KLM Creativity Room. Before you went on this trip, mom and dad already received information about this new facility and you can’t wait to go there.
WHAT CAN YOU DO IN THIS ROOM? Make your own airplane Flying can be very fun (workshop for scared children) Drawing corner Fun facts about the destination your going Play corner to play with airplanes Fly simulator (how to be a real pilot) Endless other options
WHAT’S IN IT FOR THE PARENTS? Going on a holiday should be fun. But when you have a family it can cause a lot of stress. Do you have everything to take care of your family? Did you lock the door? How can I entertain my children while we are waiting? How do I prevent my children from running around an causing trouble? By all these factors, there is still no time for the parents to relax… A thing they would really like on holiday. Once arrived at the airport they check in and go through customs and see the new creativity room. It seems like it has all kinds of perks for children, but the parents are also a very important part of this room.
. . .
There is a corner where they can calmly get a cup of coffee or tea and relax with a magazine or a book, while they can see their children playing at a table elsewhere in the room.
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If they want to be more involved, they can for example take place in a workshop together with their children.
. . .
WHAT IF YOU HAVE TOO MUCH FUN? Well off course you can never have to much fun. But for the passengers who loose track of time by building their own airplane, or drawing their favourite pilot there are special bracelets. Passengers will receive these bracelets when they enter the Creativity Room. There is a chip installed which will give a signal when your airplane is ready for boarding. This way you will not miss your flight and don’t have to check the clock constantly. Holiday is about relaxing and you don’t want to let the passengers constantly worrying about the time, when they could have so much fun.
FamilyDIJKSTRA Dijkstra FAMILY The Family Dijkstra is planning their holiday for this summer. The family exists of father Dirk (36 yrs), mother Annelies (35 yrs.), daughter Lise (3,5 yrs) and son Victor (2 yrs.).
TOUCH POINTS
. . . 62 . . .
They want to go to America and once they have booked, they receive a confirmation email from KLM. This email contains their fly information but also an invitation to a new concept: The Creativity Room. Touch point 1 It describes the option to go there once they are the airport, to meet Pheebie and play with all the fun things. Lise is sitting next to the computer with her father while he receives the email and sees the image of Pheebie. She starts calling out the name of Pheebie and Dirk looks over to her with great astonishment. He askes her how she knows this bird, and she tells him she saw the bird on the telly. KLM already started promoting this new facility on Zapp, for children to get used to the figure.
1 Pre exposure
On the day they are going on a holiday Lise can’t stop talking about Pheebie. Especially since they received a email in the morning with a video message for children. In this message you see Pheebie, and the bird asks the question if it will see the children that day to come play. Touch point 2 On their way to the airport everything moves perfectly and once they arrive they all can’t wait to check out the new Creativity Room.
2 Pre exposure
They check in and go through customs. And then the see the Creativity Room. A colourful place, with a bunch of children an parents enjoying the time they have to wait for their plane to board. They enter the room, get to meet Pheebie and fully relax the time they are waiting Touch point 3.
3
Direct exposure
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VISUALIZATION
OF KLM CREATIVITY ROOM
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OPPORTUNITIES
DAISY
TARGET GROUP When we applied the BowTie Model on KLM, there were a few painpoints and chances we came across. When assessing KLM with the BowTie Model, we found a chance at the ‘Ball’ category. This ball can be expanded to attract more visitors and a broader target group. As written above, KLM focuses a lot on their customers and also on their employees. Two of their core values are:
Customer friendly & Quality The new concept will be based on these two values to emphasize them. On the website of KLM, their customers have the opportunity to book a hotel after they have booked a flight. This service is in cooperation with Booking.com. When a customer tries to book a hotel, he or she will be linked to the website of Booking.com. Since a while, KLM also offers a plane-hotel in cooperation with AIRBNB. Not only KLM’s customers, but everyone has the opportunity to book a n ight in spacious airplane apartment. So, KLM cooperates with both Booking.com and AIRBNB. But why won’t they open their own hotels? This is a chance for them to take the strong brand further than only in the air.
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CONCEPT: KLM HOTELS KLM Hotels will be a subsidiary of KLM. As we can see, KLM focuses a lot on business travellers. These business travellers often have to book one night or a few nights at a hotel or they have a long stopover somewhere in the world. In that case, there will be KLM Hotels. All the visitors that travel with KLM know that KLM is reliable, customer-friendly and that they will deliver a qualitative outstanding hotel. The one-liner of KLM Hotels will be ‘The flight continues…’. The KLM Hotels will be classic, chic, clean, customer-friendly, unique and creative. But most of all, they will be recognizable.
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KLM Hotels can start with a few hotels at the most visited places by business travellers. According to Travel and Transport, these cities will be London, Shanghai, Singapore and Beijing. These hotels will be located in the heart of the city, where the business travellers can easily go to meetings and can enjoy the city. Marlie will explain the transport to these hotels in another concept.
KLM Package Deals To make the visitors aware of KLM Hotels, KLM can offer their hotels in Package Deals with their flights. Nowadays, they offer Package Deals in cooperation with Expedia, but with KLM Hotels, they can offer their own hotels in this package deal. KLM will mostly communicate this new deal via their website. When customers book a flight, they will immediately be linked to the Package Deals of KLM Hotels. KLM can also communicate this new concept via their social media. They are very consistent in their social media and that is why they have a lot of followers. They can influence these followers by offering the first extremely good priced Package Deal. Then, when the first customers have come in touch with KLM Hotels, they will spread the word and maybe also put their experiences on social media.
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THE FLIGHT
CONTINUES ... ..................................................
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...YOUR STYLE
IS A LITTLE
MORE DYNAMIC... ..................................................
Place right forefinger, point up, on bottom half of hanging part. Pass up behind front loop and...
HOW TO TIE A BOW-TIE PART 5
Robert Sanders ROBERT SANDERS Robert Sanders is a successful businessman. He travels all around the world and often chooses KLM to fly with. Robert has to go to Shanghai for work in a few weeks and decides to search for a flight and hotel. He will stay there for 4 days. While Robert is searching the internet, he passes an online ad about the new KLM Package Deals. He gets interested and he clicks on the advertisement. Robert is now on the landing page of this ad and reads everything about the new KLM Hotels. “Hmm, the flight continues…”, he reads. This is amazing! There is a new KLM Hotel in the middle of Shanghai and he will get discount when he flies over there with KLM. Robert clicks further and decides to book the Package Deal. . . . 72 . . .
A few weeks later, Robert arrives at Schiphol. He enjoys everything KLM has to offer, including the Crown Lounge and the business class flight. When he arrives in Shanghai, a taxi of KLM is waiting for him to bring him to the KLM Hotel. Arrived in the hotel, Robert gets the key and enjoys the beautiful, classic hotel with the customer friendly staff. The next day, the taxi brings him to his business meeting and Robert enjoys his comfortable business trip. At the end of the four days, he thanks the staff at the hotel and signs up for a newsletter for more discounts and updates about new KLM Hotels all over the world. Then he takes the taxi to the airport and enjoys the relaxed flight back to Amsterdam with KLM.
TOUCH POINTS Robert gets in touch with KLM a few times in this story. At first, he sees the online advertisement and clicks on it. This takes place in the pre-exposure phase, where KLM is creating awareness to attract attention from Robert and other possible customers. Then
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Robert gets on the landing page of the Package Deals. This is still in the pre-exposure phase, where he is considering whether to continue or not. When Robert does continue, he gets on the website of KLM and he purchases the Package Deal. This activity takes place in the direct exposure phase.
2
Direct exposure
After the experience of Robert with this new KLM Package Deal, he decides to show his loyalty to KLM and signs up for their newsletter. This last touch point takes place in the post-exposure
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Post exposure
Pre exposure
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VISUALIZATION
OF
KLM HOTELS ..................................................
OPPORTUNITIES
MARLIE
TRANSPORTATION KLM stands for:
Service & Quality Their mission is to come up with innovative products for their customers with active attention for sustainability. KLM aims to achieve profitable growth that contributes not only to the business objectives, but also to the economic, societal and social development.
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KLM is working on creating growth possibilities, gaining access to all markets that enhance the quality of its network. (KLM.nl) By filling in the Bow Tie model for KLM a new opportunity came to notice, an opportunity that fits not only the values of the company but also the values of its customers. A lot of customers from KLM are business travellers. This is a target group for which KLM has a lot to offer. They already have some services that they offer specially focussed on this target group like Bluebizz or Meet & Seat. (KLM.nl) Business travellers are often on the road and therefor prefer high quality and comfort. It is possible they have a meeting only one hour after the airplane lands. KLM stands for quality, service and punctuality, which are values that they share with their target group.
. . .
CONCEPT: FROM A TO Z KLM wants to be the leader and the smartest in the business of aviation. Why only focus on aviation? Instead KLM could focus on transportation. They can offer the whole package. Imagine you are in a really important business meeting, but also have to be at the airport on time to participate in another important meeting in San Francisco. You don’t have to worry of how to get on the airport on time, because the minute your meeting has finished the KLM taxi is ready to bring you to the airport. No trains, no refuelling your car, no worries.
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When you arrive at the airport in San Francisco, you don’t have to worry about anything either. Just walk outside and there it is, the KLM taxi waiting for you again to bring you to your final destination. They even already got you your suitcase. Without having to worry about anything you can take a nice rest or prepare some stuffs for the meeting. At the end of the meeting the KLM taxi will bring you to your hotel, brings you to the airport again and from the airport to your home. You don’t have to worry about transportation ever again. Which taxi should I get? What’s the exact address I should go? What if they don’t speak English? KLM isn’t there to bring you from A to B, they will bring you from A to Z and back. Not only KLM will make sure that you have a worry-free trip. They also take care of the environment by only using electric cars as their taxis. It’s a luxury car that gives you everything you need on your way to the airport or to your meeting. All the cars are provided with free Wi-Fi, sockets for your own laptop and even a laptop that is built-in in the chair in front of you. Fitting values: KLM Values: Quality, Service, Punctuality, Environmental Friendly. Target Group: Quality, Comfort, Mobolity, Service.
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FROM A TO Z
AND BACK! ..................................................
PETER JANSSEN Peter Janssen (33) is International Key Account Manager at Philips in Eindhoven. He optimized short and long term sales on an international basis for strategic customers that basically own their own marketing chain, purchase and sales channels. For this job Peter often has to travel between different offices and customers in different countries all over the world. Peter and the company Philips are loyal customers and members of KLM. For every business flight they make they use KLM.
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TOUCH POINTS It is a normal day at work for Peter at the Philips office in Eindhoven. It’s 16.30, a quiet day so almost time the go home. Peter is finishing his last work and checking his e-mail. Suddenly he gets an e-mail from KLM. Peter always checks these mails, because KLM often sends him interesting deals and discounts because he and Philips are loyal customers. He opens the e-mail and starts to read. It’s about a new service of KLM, from now on they don’t only offer air travels, but they will also pick you up at home or the office and bring you to the airport! Once arrived at the airport of your destination, the KLM taxi will be waiting for you, together with your suitcases to bring you to your final destination. Whether it is a hotel or a meeting at a client, KLM will bring you from door to door. You don’t have to worry about anything; you don’t have to arrange a taxi before you go, just book your business trip with KLM all in once. To try this new service out KLM is starting in a few big business cities: New York and Shanghai. “This is really cool!”
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He remembers that he has to go to Shanghai next month and really wants to try this new service of KLM. And because Peter is a loyal customer of KLM he is one of the lucky few that gets the offer to try this new service one time for free if he books his trip before the end of next week. Next day during the coffee break Peter and his colleagues that also travel a lot for their work. Everyone is really enthusiastic about the new service that KLM offers. Later on that day Peter decides to book his ticket to Shanghai where he has an important meeting next month. When he booked his ticket he automatically gets the offer to make use of the KLM taxi. He remembers the e-mail from yesterday and that he gets to try this new service out for free. The only thing Peter has to do is fill in the address of the place where he has to be and the address of the place where wants to be picked up. “Is this everything?” Peter thinks. “It’s so easy!”
Pre exposure
2
Pre exposure
A month later the time is there for Peter to go to Shanghai for the business meeting. A week ago Peter got an e-mail from KLM that the taxi will be there at 15.30 to pick him up and bring him to the airport. Peter things it is amazing that he doesn’t have to think about anything, it kind of gives a feeling of rest. He doesn’t have to worry about anything. At 15.30 the taxi is there to pick Peter up and brings him to the airport. During the ride to the airport Peter remembers he still has to do some important things to prepare for the business meeting. The battery from his laptop is empty; luckily there are sockets in the car to charge his laptop and even free Wi-Fi! Once at the airport Peter checks in and flies to Shanghai. When he arrives he doesn’t even have to pick up his suitcases, they are already in the KLM taxi when he arrives at the taxi, which brings him to the destination where he has to be. Peter really had the time to rest and is ready for the meeting.
3
Direct exposure
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VISUALIZATION
OF
KLM TAXIS ..................................................
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...IT’S ALL ABOUT THE REESTABLISHMENT
OF THE
GENTLEMAN.” .................................................. - Former American Football (Gridiron) player Dhani Jones
...poke resulting loop through knot behind front loop. Even ends and tighten.
HOW TO TIE A BOW-TIE PART 6