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  • KLM Case Study Answer2

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    Aaron Rodrigues
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    KLM's CRM approach can be criticized for being too reactive rather than proactive, potentially incurring high implementation costs, having too short of a duration for each implementation phase, and not adequately focusing on change management through identifying customer touchpoints and training employees. The document outlines four key criticisms of KLM's CRM strategy: that it relies too much on past customer data, the costs of database management could hamper profits, the phases may be too short especially change management, and the change management strategy does not sufficiently involve service blueprints and training employees on customer interactions.

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    KLM Case study Explained

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    KLM case study answer2

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    KLM's CRM approach can be criticized for being too reactive rather than proactive, potentially incurring high implementation costs, having too short of a duration for each implementation phase, and not adequately focusing on change management through identifying customer touchpoints and training employees. The document outlines four key criticisms of KLM's CRM strategy: that it relies too much on past customer data, the costs of database management could hamper profits, the phases may be too short especially change management, and the change management strategy does not sufficiently involve service blueprints and training employees on customer interactions.

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    39 views1 page

    KLM Case Study Answer2

    Uploaded by

    Aaron Rodrigues
    KLM's CRM approach can be criticized for being too reactive rather than proactive, potentially incurring high implementation costs, having too short of a duration for each implementation phase, and not adequately focusing on change management through identifying customer touchpoints and training employees. The document outlines four key criticisms of KLM's CRM strategy: that it relies too much on past customer data, the costs of database management could hamper profits, the phases may be too short especially change management, and the change management strategy does not sufficiently involve service blueprints and training employees on customer interactions.

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    © All Rights Reserved
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    of 1

    Where can you criticize KLM’s CRM approach?

    Based on the case study while KLM has managed to significantly distinguish itself based on its
    implementation of CRM here are some key points where KLM’s approach can be criticized

    1. Being Proactive Rather than Reactive


    KLM’s CRM strategy is focussed highly based on previously collected customer data and this involves
    a reactive approach based on their previous experience. However this would be a disadvantage to
    KLM as CRM requires a highly proactive rather than reactive approach and this would not work in the
    favour for customers having a first time flying experience

    2. Cost of Implementation
    KLM’s strategy for CRM implementation may involve severe costs especially of database
    management and that would severely hamper profit margins on a long run basis . Also the
    segmentation of customers on the basis of profitability would require a change in the communication
    strategy which needs to be looked into

    3. Short time duration for CRM implementation


    KLM’s strategy for CRM implementation may be criticized on account of shorter duration of
    implementation of each phase. KLM’s duration for implementation of each phase of the CRM seems
    to be short especially that of change Management. KLM’s strategy of CARE involves Acquisition as its
    first step and it would require a strong campaign managementt strategy which is the third phase of its
    CRM strategy. Hence these three stages need to work in parallel if one wants the strategy to work

    4. Change Management strategy


    KLM’s strategy of CRM implementation seems to be highly focused on Database Creation and
    Campaign Management. However the Change Management aspect seems to be dependent on the
    preconceieved notion of the service orientation of the employees. It would be much more beneficial if
    the customer touchpoints are identified via the help of a service blue print and necessary training
    being given to the employees based on the customer interaction

    These 4 pointers could be considered major criticisms in KLM’s approach to Customer Relationship
    Management

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