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03 Apr 2023 -

KLM takes the train more often - Lecture Beautiful Lives and KLM at MIE’23

On May 9 and 10, the 21st edition of the Marketing Insights Event (MIE) will take place in the Jaarbeurs Utrecht. With no less than 70 lectures, workshops and master classes covering the latest trends and developments in insights, marketing and data.

We will also speak at the MIE. Together with Hans Zijlstra (Director Customer & Market Insight Air France KLM), colleague Maurice Palmen will give the lecture ‘KLM takes the train more often’ on Tuesday afternoon, May 9.

What is the reading about?

In an interview with Daily Data Bytes, Hans describes our lecture as follows: “Sustainability is an important theme for KLM. As part of that process, we are looking how we can replace short flights within Europe with train journeys for passengers transferring at Schiphol. But we off course want to offer these travelers the same standard of service as on our flights. Beautiful Lives’ extensive and innovative customer research has helped us to find out which bottlenecks travelers encounter on such a journey, and what we need to improve. But we only got these important insights by involving the travelers themselves in various ways.”

The lecture will be in Dutch.

The entire MIE program can be found on www.mie.nl

About the speakers

Hans Zijlstra is Director of Customer & Market Insight at Air France KLM. Previously he was Head of Customer Research and Head of Customer Management at KLM, among other positions. Hans served for many years on the Advisory Board of the Customer Insight Center at the University of Groningen and gave guest lectures at AOG School of Management and Nyenrode. He started his career as a qualitative researcher (Research International).

Maurice Palmen has been Managing Partner at Beautiful Lives since 2015. Before that, he worked as Director Qualitative at TNS NIPO. He is also one of the founders of research-based brand consultancy Clear (part of M&C Saatchi since 2007). Previously Maurice worked at United Biscuits as market researcher, customer marketing manager and marketing manager Verkade and Sultana.

Don’t miss it! The lecture is on Tuesday, May 9, at 2 p.m. in the Ipsos room.
MIE tickets can be ordered here.

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