Intensive SME dialogue delivered valuable ideas, relationships and business
Market Conversations
Challenge
The SME target group is highly fragmented and notoriously difficult to engage. The challenge was to set up and entertaining and result-driven dialogue with significant benefits for all parties.
Approach
KLM BlueLab has grown into a classic example of customer co-creation. The combination of online dialogue and offline experience, the focused targeting and the unconventional mobilization campaign ensured high participation rates and a downpour of valuable ideas, insights and experiences.
Result
Through Bluelab insights, over ten projects were initiated that delivered significant results regarding the improvement of preflight services, reservation and loyalty tools
“True and transparent dialogue with clients will unavoidably hurt a little.”
KLM stated that is has been ‘no coincidence’ that the airline’s share of the SME market was unchallenged during the recession.
