KLM ‘important flight information’
KLM (Royal Dutch Airlines) asked us to improve the emails that travellers receive after booking a ticket. The emails contain important flight information, but also aim to boost the use of online services like online check-in, upgrading your seat or ordering a special meal. The goal was to improve the customer experience and at the same time boost click through rates (CTR) to the extra services that could be booked on the website.
The desired behavior
have customers see and save important flight information
more online conversions like: check in online, upgrade seat or order special meals,…
The result after applying behavior design
The techniques that worked best for this case
How we got to work
Buyerminds was responsible from analysis/research to visual design. KLM took care of the front- and back-end. After launching, we kept discussing the results.
Research was conducted by us
What was the end result?
KLM and Buyerminds received many compliments from travellers about the new e-mails and the new ticket.
The results we have:
Higher open rates (OR)
More clicks (CTR)
“I found the philosophy of co-creating very interesting. This way you don’t get the typical brieﬁng thrown over the wall and a while later a design thrown back. Collaboration is key.”
Digital Customer Service Manager @Bpost
More content engagement on the website
More digital sales and conversions on the website
Increased Open Rate and click Through Rate via email.
More sales on the website
Renewed funnel on the website for first time investors