Millennials Research Travel Behavior
FLYING BLUE 2.0
Characteristics 24% of European Population
Travel the World Travel planning by mobile phone
Live for experience
Look online for travel information
Tech Savvy
Pay for experience
Enterpreneurial
Choice influenced by Peers
Civic Oriented
Share experience on Social Media
Remain loyal to brands
Young Professionals Age 25-35
Young Profesionals are future business flyers and thus future frequent flyers
#fBlue 2.0
Online Shop
You donate KLM donate
Customer reviews
Young Profesionals are experience focussed
Vision
Buy Blue Group
Credit card
Fly in g
KLM Goal Young Profesionals are brand engaged
At de st in at
home
Rent car
In
g
Young Profesionals are Bleisure travelers Businnes + Pleasure
Retain passengers as loyal users of the service
#FBlue 2.0 fli
ght
B
r oa
di
n
air miles
Young Profesionals are willing to spend money on travel
Brand Loyalty
Share other airplane company experience
Selfie with flight attendant
Plan of Action
(Andreassen & Lindestad, 1998)
Expectation management
Consumer’s judgement about overal service
Perceived Value
loyal to KLM
Sharing your Fasion
“Brand loyalty is a pattern of consumer behaviour where consumers become committed to brands and make repeat purchases from the same brands over time”
Perceived Quality
Using miles Using miles makes your KLM journey better. For example, get business class drink/ food, free coffee in wating area, boarding piority, etc.
share food infight
Factors that influence loyalty
Customer Satisfaction
Saving Miles Accumulating miles during your whole journey
Wear blue Show your fasion
n
Solution
Social Responsibility Social Activity Sharing Behavior
ai r
At airport
ti o To destina
* Fierce competitive market * KLM is between price fighter and luxury travel * Difficult to have fixed customer base
To
n io
b
rt po
For young professionals to become loyal to KLM
Share your journey
accomplish tasks & Gaining miles Accomplish unique activities to gain Miles.
m te ys es lu
Our Goal
problem
#K em st sy ue bl
KLM wants to be Europe’s most customer focused, innovative and efficient network carrier
To be the first choice for passengers
Membership Become #KBLUE member, start new miles accumulation.
Corporate Image
Consumer’s Quality of communication assessment and service exprience of utility of service based associated with on perception of give and take the corporation
Step1-Dress up KLM blue Step2-Photo post on FB or Twitter Step3-#KBLUE Step4-Gain Miles !
KLM 20 Tamara Monster Auke Verwaal Wen Hui Huang Yu-Hsiang Lu
4139313 4005171 4595785 4555139
ID4350-16 Design Strategy Project