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How KLM Gets CRM in the Air - CRM Excellence in Practice


  • S. Viaene
  • B. Cumps


This case article tells the story of the rebirth of CRM at KLM Royal Dutch Airlines since 2002 and its successful liftoff during 2003, for which KLM received Gartner’s 2004 CRM Excellence Award. The Award presents itself as a natural moment of reflection on past CRM achievements and future plans. The case works well, with technical as well as general management audiences, for generating a multifaceted class discussion on the challenge of making CRM into a business success. More specifically, it allows us to 1. dissect a CRM success story, that contrasts nicely with many of the CRM horror stories of the 1990s, and identify key success factors; 2. focus attention onto the viability of the planned approach KLM uses for implementing CRM; 3. introduce and show the importance of program management as a construct for structurally growing and governing enterprise wide investment in CRM; and 4. help reinforce lessons around CRM and business-ICT alignment.

Suggested Citation

  • S. Viaene & B. Cumps, 2005. "How KLM Gets CRM in the Air - CRM Excellence in Practice," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business, Review of Business and Economic Literature, vol. 0(4), pages 575-594.
  • Handle: RePEc:ete:revbec:20050404

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