What was the business challenge

• Customer Experience (CX) department at KLM needed a framework to ensure all projects are consistently done based on design thinking mindset.
• The goal of this project was to improve the knowledge of KLM staff in different departments about Customer Experience in order to enhance the customer-centric culture in KLM.
• The masterclass was a full two-day program where after a successful completion of the assignments, a certificate was awarded to the participants.

What was my contribution

• The content of this masterclass was created by Center of Excellence for Customer Experience (CoX CX) team. I and a fellow colleague were directly responsible for the creation of the design section of the masterclass.
• I created material for a 2-hour workshop to present the CX way of working to the participants. I also created a 9 minute video to present the highlights of the workshop.
• During each workshop, I facilitated a co-creation session where I taught the participants how to map the customer journey in their own field.

What was the outcome

• A 56-page booklet was created including a framework, roadmap and tools to help standardize the CX way of working in KLM.
• Over the course of 2 years, the masterclass was organized 8+ times in KLM and around 120 staff members successfully passed the masterclass and were certified.