KLM Director Discusses Customer Experience

Nov 2, 2017

Welcome to Rossi Marketing's page on KLM Director discussing the customer experience. Dive into this insightful conversation with Tom Verbugt, Director of E-Acquisition at KLM Royal Dutch Airlines, as he sheds light on the strategies employed to enhance the overall customer experience.

The Importance of Customer Experience

As the Director of E-Acquisition for KLM Royal Dutch Airlines, Tom Verbugt understands the significance of providing a top-notch customer experience in today's competitive landscape. In this conversation, he shares how KLM approaches customer experience as a core aspect of their business strategy.

Understanding Customer Needs

KLM recognizes that understanding customer needs is pivotal in consistently delivering a remarkable experience. Tom Verbugt emphasizes the importance of actively listening to customers, gathering feedback, and leveraging data to gain insights into their preferences and pain points.

Segmentation and Personalization

One of the key strategies highlighted by Tom Verbugt is the implementation of effective segmentation and personalization techniques. By tailoring their offerings based on customer preferences, KLM ensures that each interaction is highly relevant and personalized, enhancing customer satisfaction and loyalty.

Innovation and Technology

As the airline industry evolves, KLM remains at the forefront of technological advancements to elevate the customer experience. Tom Verbugt shares how KLM embraces innovation, leveraging cutting-edge technologies such as artificial intelligence and data analytics to anticipate customer needs and provide seamless travel experiences.

Creating a Seamless Journey

To provide customers with a seamless journey, KLM focuses on streamlining processes and optimizing touchpoints. Tom Verbugt discusses initiatives taken to reduce friction at every stage of the customer journey, from booking tickets to post-travel interactions.

Empowering Frontline Staff

Recognizing the integral role of frontline staff, KLM invests in training and empowering its employees to deliver exceptional customer service. Tom Verbugt emphasizes the significance of having motivated and knowledgeable staff who are able to handle customer queries efficiently and create memorable experiences.

Omnichannel Experience

KLM understands that customers interact through various channels, both online and offline. Tom Verbugt sheds light on KLM's efforts to provide a seamless omnichannel experience, ensuring that customers can engage with the airline through their preferred channels, be it website, mobile app, or social media platforms.

Continuous Improvement

To stay ahead in the industry, KLM believes in constant evaluation and improvement. Tom Verbugt discusses KLM's commitment to analyzing customer feedback, monitoring industry trends, and making necessary adjustments to their products and services to exceed customer expectations.

Collaboration with Customers

Tom Verbugt shares how KLM actively engages with customers to co-create solutions and involve them in the decision-making process. By incorporating customer feedback and preferences, KLM ensures that their offerings are aligned with customer expectations and continuously evolve to better serve their needs.


Tom Verbugt, as the Director of E-Acquisition at KLM Royal Dutch Airlines, provides valuable insights into the importance of customer experience and the strategies implemented by KLM to create exceptional journeys. At Rossi Marketing, we strive to partner with businesses in the digital marketing industry, delivering comprehensive services that enhance customer experiences and drive success.