Crm in Klm

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CRM EXCELLENCE AT KLM ROYAL DUTCH AIRLINES | | | | |
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Submitted To:
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Sir Kamran Maqbool |

Question: 1: Why do you think KLM won the Gartner 2004 CRM Excellence Award?
Introduction
KLM Royal Dutch Airlines is an international airline operating worldwide with home base Amsterdam Airport Schiphol, The Netherlands, as most incumbents of the European airline industry, had been facing declining yields (i.e. the revenue per seat) and increasing competitive pressures during the last years. Some of the main reasons behind this were

Increase competition due to the deregulation in the airline industry: KLM, as most incumbents of the European airline industry, was facing declining revenue per seat and increasing competitive pressure during the last several years because of deregulation in the European airline industry and unfavorable economic conditions. In December 1992 the European Union passed legislation to deregulate the airline industry. The directive that was issued implied that any European carrier could fly from any destination to any destination and demand landing slots. Opening up Europe’s skies brought about newly energized competition in the European airline industry, not least due to the entrance into the market of low cost carriers such as Ryan air and easy Jet. The latter airlines put enormous pressure on the profit margins of the traditional airlines, making them engage in major cost cutting programs.

Unfavorable economic conditions: Unfavorable economic conditions, triggered by external events such as the terrorist attacks of 11 September 2001, the SARS epidemic in Asia during 2003, and the start of the war in Iraq in 2003, exerted further pressure on the airline industry.

Decreasing trend in passengers: Decreasing passenger numbers led to excess capacity in terms of fleet and personnel. Airlines

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