Press Release

, May 10, 2004 View All Press Releases

KLM Royal Dutch Airlines Wins Gartner CRM Excellence Award 2004

Egham, UK, May 10, 2004 — Gartner today announced KLM Royal Dutch Airlines as the winner of it's CRM Excellence Award in Europe, Middle East and Africa (EMEA). The award, which recognises the company that most clearly demonstrated excellence in its CRM initiatives, was presented at Gartner's European CRM Summit 2004 in London on 28-29 April.

Three finalists, selected by Gartner, including Nationwide Building Society, Ducati and KLM Royal Dutch Airlines presented their case studies to 280 conference delegates who voted to select the winner of the award.

"The quality of submissions this year was very high," said Jim Davies, principal analyst CRM at Gartner. "KLM stood out because it set a very clear and comprehensive CRM vision and strategy. KLM's key objective was to make every interaction with its customers an opportunity to enhance their buying and travelling experience. This was achieved by driving each interaction based on customer value, and has contributed to a 20 percent increase in their known customer base and a five percent increase in revenue."

Gartner's CRM Excellence Award recognises outstanding CRM initiatives based on criteria defined in Gartner's Eight Building Blocks of CRM: CRM vision, CRM strategy, valued customer experience, organisational collaboration, CRM processes, CRM information, CRM technology and CRM metrics.

Gartner analysts selected the three finalists based on how comprehensively their CRM solutions embraced each of Gartner's Eight Building Blocks.

Gartner's CRM Summits offer unbiased analysis of the value of CRM for businesses seeking to evaluate, reassess or implement CRM technologies and processes. The foundation of the conference is a case study orientation, conveying the keys to what companies can do to achieve CRM success, with measurable results in a reasonable time period. For more information about the event, visit Gartner CRM Summit 2004

For further information about the winner, please contact:

Cristina Zanchi, CRM Director, KLM Royal Dutch Airlines via Jaia Zimmerman, Epiphany Analyst Relations via

To speak to Gartner CRM analyst Jim Davies, please contact:

Laurence Goasduff, Gartner PR on +44 1784 267 195 or at
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