KLM BlueBiz life cycle 2 - Twinkle · 2016. 6. 2. · KLM BlueBiz life cycle 2.0 September 10 th...
Transcript of KLM BlueBiz life cycle 2 - Twinkle · 2016. 6. 2. · KLM BlueBiz life cycle 2.0 September 10 th...
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KLM BlueBiz life cycle 2.0life cycle 2.0
September 10th
2009
from e-mail contactsto valuable relationships
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Even voorstellen…
Annemieke Bossen KLM Royal Dutch Airlines
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Hans Meijer
Michael Straathof
CloseContact
MichaelStraathof.com
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BlueBiz, how it works…
� BlueBiz is KLM’s companies
loyalty programme,
currently available in 63
countries
� Companies saves Blue
Credits with each flight
� Blue Credits can be saved
on top of Flying Blue
� 1 Blue Credit equals
1 local currency
� Blue Credits can be used to
buy free tickets
� Companies can enroll in the
programme for free
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Starting points 2008
� The programme gathered loads
of travel data in 6 years
� BlueBiz was supported by an
event driven lifecycle since 2005
� This lifecycle improved the
interaction with the contact
person
� The life cycle orchestrate the
communication pressure
worldwide
� The lifecycle resulted in
communication to the right
person at the right time
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The communication itself was the same for everybody though…
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Goals 2008-2009
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BlueBiz life cycle strategy
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Traveler/booker
Secretary/office managerSecretary/office manager
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Audience
Travel agency (secondary)
Travel manager
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BlueBiz life cycle Toolbox
1. The BlueBiz monitor
2. The SME segmentation
3. The BlueBiz database
4. The campaign database
5. The life cycle 5. The life cycle
e-mail programme
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BlueBiz life cycle 2.0 Strategy
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More contextual communication through
profiling
More relevant communication through
behavioral segmentation
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behavioral segmentation
More dialogue oriented through
interaction
More value oriented communication through
personal service campaigns
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BlueBiz life cycle 2.0
engaging valuable relationships
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relationships� at the right time� to the right person� with the right messages
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BlueBiz life cycle 2.0
Company behavior cycleWelcome
Fast track
Non-actives
Ready to burnProfile check
Anniversary
Enrolment
2nd Online
Credit Statements / Seasonal eventsBlueBiz monitor
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Personal relationship cycle
Enrolment Credit Statements / Seasonal eventsmonitor
New Contactperson
BirthdayPersonal Bluebook
BlueBiz Break
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Examples
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BlueBiz - Birthday the ‘make your own choice’ campaign
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BlueBiz - Birthday the ‘make your own choice’ campaign
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BlueBiz - Non actives
• The BlueBiz monitor showed a positive knowledge level and attitude amongst inactive
• An in-depth study towards inactivation was conducted which showed a high potential and true reason of inactivity: behaviour
How aware do you feel about the content of the BlueBiz program?(excl. do not know)
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0
10
20
30
40
50
60
70
80
90
100
Total High active Low active Active Inactive
Very aware Well aware Quite aware Not very aware Not aware at all
%
+ =
Activity
+
+
-
+
+
+
-
+
-
-
-
+
+
-
-
+
-
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BlueBiz - Non actives the ‘sandwich’ campaign
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BlueBiz - Non actives the ‘sandwich’ campaign
Teaser mail
Profile-basedFollow-up mail
Phone callProfile-basedFollow-up mailProfile-basedFollow-up mailProfile-basedFollow-up mailProfile-basedFollow-up mail
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Message:
It has been a long time since we have heard of you
Call script:
-find out potential-find out booking behaviour-find out main reason of inactivity
Message:
Based on the output of the phone call. All messages aims for a behaviouralchange
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BlueBiz - Non actives the ‘sandwich’ campaign
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Results (UK):
>50% medium or high potential for
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>50% medium or high potential for BlueBiz
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The overall effects…
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Marketing communication resultsSatisfaction
• Strongest growth in satisfaction with low actives (1 booking/2yrs) and actives (1booking/yr)!
Overall evaluation BlueBiz program (excl. do not know)
%
Excellent
21% 10% 15% 13% 27%
Activity
50%
DK:
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2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009
Total High active Low active Active Inactive
Excellent
Good
Fair
Poor
+ =
50%
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> 80% of the BlueBiz members would recommend KLM
70
80
90
100
How likely is it that you would recommend
KLM to others for business flights?%
24
0
10
20
30
40
50
60
Total High active Low active Active Inactive
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BlueBiz increases intention to recommend KLM
60
70
80
90
100%
-
-
+
+
+
-
Does BlueBiz play a role in the probability
that you will recommend KLM to others?
25
Yes, a large role Yes, a small role No, no role Do not know
0
10
20
30
40
50
Total Definitely Probably Definitely /
probably not
Do not
know
--
+
-
-
-
+
-
-
+
-- -
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26Benchmark by eVillage
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Marketing results
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BlueBiz is 95%
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95% e-mail marketing
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Budget 01/05/2008 – 01/05/2009
Per country, with 63 countries and 11 languages (NL, UK, DE, IT, ES, FR, RU, CN sim, CN tra, JP, KR)
€ 2.777,78
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€ 4,86 / member with 36.000 members
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What did we learn…
� E-mail processes become more complex when implementing personal interactive communication. You need to master this process. Lead time will increase to create a campaign.
� Using the complete distribution chain is a success factor for improving the ROI is a success factor for improving the ROI (eg. travel agents)
� Personalized campaigns can be effective also for countries with few members, through a modular set-up and offerings of ‘decide yourself’ options.
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There’s always room for improvement…
Coming year we will
concentrate to firm the basics
of a new joint programme of
KLM/Air France KLM/Air France
(outside NL)
– Double the amount of
countries, memberships,
languages, …
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KLM Royal Dutch Airlines - Annemieke [email protected]
+31 (0)610 627 959
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CloseContact - Hans [email protected]
+31 (0)654 784 986
MichaelStraathof.com - Michael [email protected]
www.michaelstraathof.com+31 (0)652 190 428