A brand-worthy journey for KLM passengers
Signature Journeys are also known as the ideal Customer Journeys. A Signature Journey is brand-determining: brands want to be as relevant and brand-worthy as possible. And therefore, as the most important target group/process/product combinations, they are the core propositions of the organization. Whereas a normal Journey usually focuses on the touchpoints (online and offline moments of customer contact), a Signature Journey goes a step further and visualizes the entire end-to-end Customer Journey. A Signature Journey thus enables companies to look for new moments to really address the customer's emotions in their own brand-worthy way at several moments during their journey. In that journey, employees and teams are directly involved in analyzing customer feedback and are encouraged to adapt their attitude and behavior based on specific information. Moreover, as true ambassadors they learn to name the brand promises and to translate these into their daily work, both inside and outside the organization.KLM's goal for 2020 “is to be a thriving airline by becoming Europe's most customer-focused, innovative, and efficient network carrier. Working together with Altuïtion, we have mapped out three Signature Journeys. For the three core segments of KLM we have determined what the key end-to-end Customer Journeys are, how we can organize memorable 9+ customer experiences in those Customer Journeys, and how we can make the KLM brand worthy by connecting the customer experiences to our purpose 'Moving Your World'."
