Experian 2009 Annual Report Download - page 33

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31Experian Annual Report 2009
Introduction
2 – 7
Business review
Financial review
Governance
44 – 72
Financial statements
73 – 148
31
KLM Royal Dutch Airlines is the national airline carrier of the
Netherlands, serving over 23 million passengers each year and ying
to 146 destinations worldwide. KLM’s leisure customers typically travel
just a few times a year, so a major challenge for the airline is keeping
customers engaged and loyal between ights.
One of the keys to KLM’s success has been the ability to reach
customers with timely and relevant email communications. These
messages include anything from contacting active customers with
updates on their ights to providing customers and prospects
with personalised offers, based on their stated preferences. Using
Experian’s email marketing technology, multi-language capabilities
and analytical tools, KLM is able to keep regularly in touch with
customers all over the world, in a language they understand and with
offers that are relevant to their circumstances.
Emilie Hardick, Manager Email Marketing at KLM: “Our use of
permission-based email is translating into stronger and more
protable customer relationships. Working with Experian, email has
become our most cost-effective channel of communication.”
KEEPING KLM’S CUSTOMERS
ENGAGED AND LOYAL
TO THE AIRLINE BETWEEN FLIGHTS