KLM case

How difficult will it be to get CRM beyond marketing into the rest of KLM

PRo's

• they just won a reward, hyped by attention, proof that is worth it
• it is in the strategy, "a more direct relationship with its customers"
• support Paul Gregorowitsch (VP), and he evangelised up and down the hierarchy

Contra

• Parts of KLM still in an operations mode, not so much customer centric
• Still a lot of work in own department
• bad experience with broad scope ICT projects (1997)
• Merger with Air France
• the current succes was in a "friendly" department , how will it be perceived outside

points of attention

• keep involving senior management also from the other departments