In the P2 I will apply relationship marketing on the KLM. I will apply the definitions of marketing and
concepts as the 7Ps, the ladder of customer loyalty and the augmented and total production
concept. I will also describe how the KLM builds its relationship with her customers.
Relationship marketing is very important for an business like the KLM because they have an very
wide target group because everyone is now a days able to book a flight. But that also relates to other
airline companies so there is a huge competitions within the airline industry. In 2014 55.000.000
people took a flight from Schiphol international airport1 this means that these people all need to
choose between an airline company and of course KLM want that they pick them. KLM increases the
chance that people take their planes by doing relationship marketing. They do that by having a good
service and they treat the customer as a king.
It is always possible that something goes wrong and the customer isn’t happy so it’s up to the
customer service to solve that problem. Customer service needs to make the customer as happy and
satisfied as possible they do that by giving a good service so
being friendly and helpful towards the customers. On the
website of KLM you can go to the customer service2 from
there on its very clear where you need to go with what
problem you have. For instance it says what to do when you
lost your baggage and when they give you money back. If you
have an problem you can also call the KLM customer service or
you can also contact them via social media.
There are a few ways of doing marketing two of them are transactional marketing and relationship
marketing. in transactional marketing it’s all about selling your product in relationship marketing it’s
also about maintaining a good relationship with your customer. And for the KLM the second kind of
marketing is the most important because if the customer is happy when he used your product he is
most likely to come back.
the value of the customer’s needs to be as long as possible so as an business you want to make the
relationship as good as possible. A few thing to do to make sure the customer stays with you for a
longer time are that business need to consider to investment time and money to attract the
customer. Once you have the customer you also need to invest time, money and effort into this
customer the make sure he has the best experience with the KLM and that he comes back.
1http://www.schiphol.nl/SchipholGroup1/NieuwsPers/Persbericht/55MiljoenReizigersReizenIn2014ViaSchiphol
.htm
2https://www.klm.com/travel/nl_nl/customer_support/customer_support/all_about_customer_support/index
.htm?popup=no&WT.mc_id=c_nl_sea_google_brand_search_null_null&gclid=CjwKEAiA58a1BRDw6Jan_PLapw
8SJABJz-ZWQd6ygVUTnJ7Vq5mNeL8VeNT92vLlSfPZr0iIEEwSaRoCUB7w_wcB
concepts as the 7Ps, the ladder of customer loyalty and the augmented and total production
concept. I will also describe how the KLM builds its relationship with her customers.
Relationship marketing is very important for an business like the KLM because they have an very
wide target group because everyone is now a days able to book a flight. But that also relates to other
airline companies so there is a huge competitions within the airline industry. In 2014 55.000.000
people took a flight from Schiphol international airport1 this means that these people all need to
choose between an airline company and of course KLM want that they pick them. KLM increases the
chance that people take their planes by doing relationship marketing. They do that by having a good
service and they treat the customer as a king.
It is always possible that something goes wrong and the customer isn’t happy so it’s up to the
customer service to solve that problem. Customer service needs to make the customer as happy and
satisfied as possible they do that by giving a good service so
being friendly and helpful towards the customers. On the
website of KLM you can go to the customer service2 from
there on its very clear where you need to go with what
problem you have. For instance it says what to do when you
lost your baggage and when they give you money back. If you
have an problem you can also call the KLM customer service or
you can also contact them via social media.
There are a few ways of doing marketing two of them are transactional marketing and relationship
marketing. in transactional marketing it’s all about selling your product in relationship marketing it’s
also about maintaining a good relationship with your customer. And for the KLM the second kind of
marketing is the most important because if the customer is happy when he used your product he is
most likely to come back.
the value of the customer’s needs to be as long as possible so as an business you want to make the
relationship as good as possible. A few thing to do to make sure the customer stays with you for a
longer time are that business need to consider to investment time and money to attract the
customer. Once you have the customer you also need to invest time, money and effort into this
customer the make sure he has the best experience with the KLM and that he comes back.
1http://www.schiphol.nl/SchipholGroup1/NieuwsPers/Persbericht/55MiljoenReizigersReizenIn2014ViaSchiphol
.htm
2https://www.klm.com/travel/nl_nl/customer_support/customer_support/all_about_customer_support/index
.htm?popup=no&WT.mc_id=c_nl_sea_google_brand_search_null_null&gclid=CjwKEAiA58a1BRDw6Jan_PLapw
8SJABJz-ZWQd6ygVUTnJ7Vq5mNeL8VeNT92vLlSfPZr0iIEEwSaRoCUB7w_wcB
