Customer Experience Strategy Turned into Hands‐On Actions Through a Design Approach

Customer experience (CX) is a differentiation strategy often chosen by companies. But several aspects can hinder the realization of this strategic change: Existing routines, strong silo thinking among departments, and other circumstances work against the creation of a holistic CX. There is very little guidance in the literature about becoming...

Kick-start for the KLM Customer Experience Organization

The Challenge Because of high financial pressure and other reasons, KLM has chosen to transform into a customer experience (CX) focused company. This means that the customer should be set central in every phase of the airline’s processes, services, innovation projects etc. Therefore, new teams and organizational structures will be formed....