KLM have identified three improvement areas/customer stories:
Making travelling easier/faster. The usual: Mobile/Online Checkin, fast track lane here, priority line there, premium parking, minimum distance to walk, KLM cart to rush you to your connecting flight (YEAH!)
Improving communication: Rework of the customer communication, FlyingBlue Redesign (be scared!), improve FFP enrollment, better website to offer the information the customer seeks, language proficiency etc.
Having the fast tracks and priority boarding procedures is one thing, actually making them work is another as we have all seen.
If they want to improve FFP enrollment, they first need an attractive FFP. I also think that FFP enrollment is not the main issue, it is previously loyal pax having aborted AFKL due to the AFD changes and continuous 'service enhancements' such as introduction of ES.
Anyhow, I would expect that any pax regularly flying KL is already an FB/other ST FFP member. For those occasional pax who aren't members the 20 month expiry rule is a big obstacle to enrollment.
Maybe they should liaise with Schiphol about why Privium is such a successful programme, despite the added cost. In my opinion, Privium is actually what Schiphol and KLM should offer to the most frequent flyers free of charge!
I won't complain if they improve their website.
Offer more packages to the customer, that means to offer more bookable added value, meaning additional revenue. The Economy Comfort package could be considered one of these examples.
Packages identified so far are:
- Express Package - "Minimize your time"
- Luxury Package - "Luxury Travel Experience"
- Refresh Package - "Arrive refreshed"
- Relax Package - "Make the journey part of the experience"
- Escort Package - "Take the stress out of travel"
This looks interesting but I fear a devaluation of the basic product in order to improve conversion ratio to these upgrade packages. This would decrease customer satisfaction immensely.
Is the 'pay for a decent meal' test part of this exercise? In any case, why introduce ComfY if it is really a 3-class config you're after - the SK model that is.
This looks really good. Easy but recognizable improvements.
- Consistently offer premium access for elites
- Allocate premium short haul flights close to the terminal - Less bus gates? How? The Fokker fleet often cannot pull up to a terminal bridge due to it's low height.
- Fix priority luggage arrival - Excellent. Fix it in your homebase first please. Up to 30min waiting time for intra-European luggage is horrible.
- Communicate office capabilities - Better advertisement of their Lounge biz areas.
- Easy access to tables, power outlets, and Internet while waiting at the gate - Who in their right mind is waiting at the gate? Most airports are not set up for that, the ambient noise is way too much, the gate lice are standing in the way etc. Go to the lounge, as a premium traveller you have access.
- One call center - One worldwide premium number. Trials starting in NL. - Uhoh. Premium number sounds like 0900. This sounds bad considering current waiting times. Please do offer regular local numbers as well.
- Birtday Recognition - A happy birthday card handed out by in-flight-crew. Ohhh, the fake personal touch. I like. Maybe AF could lean from that: http://www.flyertalk.com/forum/air-f...hday-cake.html
- Proactive and differentiated recovery for premiums - Buzzword error but a nice promise of better service for Premium passengers.
That is my analysis. Interesting changes to come, I am wondering however if KLM is able to pull this off.
Discuss. :-)
Agree with your comments re consistently, bus gates, bagage service allthough some of these are Schiphol issues not KLM issues.
I don't think their lounge facilities need better communication.
With regard to gates, my guess is that they want people at the gates earlier and allow them to work there. Might actually fit with the Schiphol plans.
A birthday card is nice but I'd rather see real improvements; What is missing in the list is:
- consistency, consistency, consistency
- a decent European C product. Middle seats blocked, proper meal
- lie flat long haul C seats
- select seating to work properly on European flights (ComfY has made it work on long-haul)
- enforced priority boarding procedures
- roll-back of some of the AFD changes
- upgrading possibility also from non-full Y fares (as in the FD days)
plus
- a special section in the back for family and friends
