Viaene, S.; Cumps, B. - In: Review of Business and Economics L (2005) 4, pp. 575-594
This case article tells the story of the rebirth of CRM at KLM Royal Dutch Airlines since 2002 and its successful liftoff during 2003, for which KLM received Gartner’s 2004 CRM Excellence Award. The Award presents itself as a natural moment of reflection on past CRM achievements and future...
