Frank de Boer, KLM
Frank de Boer is, together with his team, responsible for the customer satisfaction on all KLM digital touchpoints. With the emerging mobile customer and increasingly amount of digital touchpoints it’s imperative that there needs to be a deep knowledge and understanding off KLM (online) visitors’ behavior, motivations and needs.
Last 4 years he has focused on, with his team, developing insights from web survey only to full blown insights landscape e.g. qualitative vs. quantitative and high level vs. detailed information. And clearly for multi touchpoint. He firmly believes that combining this with all other possible data sources will result in the possibility to really improve KLM’s relation with her customers, and there for contributing directly towards the bottom line.