How KLM Optimizes Experiences for Conversion with Personalized Customer Journeys

Leading brands gathered at Mobile Leaders Forum (MLF) in Munich last week to discuss the latest trends and best practices in customer experience. One topic was top of mind for both speakers and attendees: the stakes are higher than ever to deliver consistent, personalized value across all touchpoints, with over 50% willing to switch to a competitor after just one poor experience. 

KLM — an airline at the forefront of customer experience innovation for mobile-first audiences — took the stage to discuss how they don’t just strive to meet customer expectations; they set new ones. Mobile Marketing Manager Boudewijn van Asbeck shared that they invest deeply in orchestrating seamless customer journeys, delivering tailored value and convenience at each stage of the lifecycle. Here are three takeaways we gleaned from their strategy to inspire yours.

Build a Foundation of Success with App Onboarding

With 15 different channels, 22 local offices and two airlines, KLM has a vast network of over 30 million passengers annually — and their community is always growing. The airline has built a high-touch engagement strategy with Airship to keep customers engaged beyond initial download. 

During onboarding, KLM introduces the app’s features and encourages customers to log in to their Flying Blue account for exclusive benefits and offers, turning anonymous users into known customers. This not only reinforces the value of the KLM app from the get-go, but also allows the team to build an understanding of customers right away. This pays off big in the long term with Airship research finding that apps running onboarding campaigns see a 49% increase in the Day 30 activation rate over the average.

Retarget with Intention

Attention is fleeting, so conversion upon first arrival isn’t always a given. KLM embedded strategic in-app and push notification retargeting into the customer journey to ensure that they were always top-of-mind. From abandoned flight searches to notification opt-outs, each outreach point is personalized based on the customer’s profile to deliver a message that inspires confidence and action. And it works — Airship research found that brands using zero-party data have been able to hyper-personalize experiences, resulting in a 91% lift in purchases. KLM also uses rich visuals — key for the destination-driven travel industry — to remind them of what they can achieve for themselves from the palm of their hands.

Don’t Wait Until a Customer Churns to Show Them You Care

Every customer wants to feel recognized by their favorite brands — and will quietly disengage long before they ever voice a complaint. KLM gets ahead of this with a strategy that proactively reduces app uninstalls and promotes re-engagement among customers at risk of churning. From thanking loyalists who downloaded the app years ago to offering seat upgrades, extra baggage or lounge access before the flight, KLM has found that it pays to keep existing customers happy. Open rates for these personalized messages far surpassed industry benchmarks for even top performers in travel.

Lean into the AI Transformation

Boudewijn also sat down with Jan Brack from EnBW and Geraint Davies from Twilio Segment for a panel discussion to discuss the role AI is playing in customer experience today, enabling the delivery of the right message at the right time, and on the right channels. AI is taking root as a crucial solution for growth teams striving to do more with less resources. 

Even better, customers are ready for it with over 80% now comfortable with AI for better product suggestions and in-app recommendations, and 68% comfortable with AI-generated content for improved engagement. Brands have an opportunity to balance consistency, personalization and scale in customer journey orchestration — a feat that has felt out of reach for a very long time.

If you’re interested in implementing a customer journey that supports the entire customer lifecycle, reach out today to schedule a free consultation with our Strategic Services Team. 

Want to know when Airship’s Mobile Leaders Forum is coming to a city near you? Sign up to receive Airship’s customer newsletter, Navigator.