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

Author

Listed:
  • S. Viaene
  • B. Cumps

Abstract

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
    as

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    File URL: http://feb.kuleuven.be/rebel/jaargangen/2001-2010/2005/TEM%202005-4/TEM_4_05_Viaene.pdf
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    References listed on IDEAS

    as
    1. Bovenberg, A. Lans & Graafland, Johan J. & de Mooij, Ruud A., 2000. "Tax reform and the Dutch labor market: an applied general equilibrium approach," Journal of Public Economics, Elsevier, pages 193-214.
    2. Donders, Jan & Graafland, Johan, 1998. "CPB models and employment policy in the Netherlands," Economic Modelling, Elsevier, vol. 15(3), pages 341-356, July.
    3. Graafland, J.J. & Huizinga, F.H., 1998. "Taxes and benefits in a non-linear wage equation," MPRA Paper 21076, University Library of Munich, Germany.
    4. Draper, D.A.G., 2000. "Towards an econometric model for the Netherlands : Explaining unemployment," Other publications TiSEM 8d6f0572-d552-4ca2-9df3-6, Tilburg University, School of Economics and Management.
    Full references (including those not matched with items on IDEAS)

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