KLM: a strong brand that carries a ‘blue heart’ in everything it does
KLM, the world’s oldest airline still flying under its original name, is more than an airline; it is a symbol of reliability, Dutch innovation, and global connection. With over 100 years of heritage and a reputation as a network carrier with a blue heart, KLM had already built a strong foundation of trust and service.
to boost their passenger experience and become the best European network carrier
But even the most respected brands know that staying relevant means continuously re-imagining the customer journey. KLM’s ambition was to boost passenger experience and strengthen its position as the leading European network carrier, ensuring that its “blue heart” was felt in every interaction.
Together, we co-created a new direction and a common language as a starting point for the development of all businesses within KLM. There was a steep increase in staff and passenger/customer engagement, and in addition to that, KLM has the highest NPS and guest satisfaction in the competitive set.
Get inspired by the KLM Experience
the approach: Amplifying the Blue Heart Through Reverse Thinking
Reverse Thinking was invited to support and co-create this journey, not to replace what existed, but to bring clarity, structure, and energy to what KLM already stood for.
Together, we developed the Reverse Blueprint, the Experience Compass, and brought it to life through an Immersion & Activation Program:
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Brand experience and Blueprint videos to make the vision tangible.
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A KLM Corporate Story and Experience Guide to unify purpose with practice.
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Hundreds of leaders immersed, aligning leadership behaviour with desired experiences.
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A Train-the-Transformer approach, enabling internal coaches to cascade and embed the Blueprint.
This wasn’t about changing KLM’s DNA; it was about amplifying it, giving leaders and teams a shared language and compass to guide the next chapter of customer experience.
The outcome: Shared Ownership, Unified Voice
The Reverse Blueprint became both compass and catalyst, reinforcing KLM’s long-standing culture of putting people first.
KLM continues to be deeply committed to delivering outstanding experiences, and its latest results prove it. This dedication shows up across the organisation, from Amsterdam HQ to check-in desks and cabin crews, where teams live a shared narrative of empathy, pride, and emotional connection.
As a result, KLM continues to this day to lead in customer experience, setting an example of purpose, transformation, and people-first service.
NPS uplift: 37 (2022) → 45 (Q1 2023) → 39 (Q4 2023), showing clear momentum in passenger recommendation.
APEX World Class Awards: earned consecutively for service, customer experience, sustainability, and safety, culminating in fourth place in 2024.
Flying Blue loyalty leadership: ranked the #1 airline loyalty programme worldwide in 2025, with an exceptional score of 92.38/100 for ease, redemption, and earning experience.
strong foundation with constant transformation
We continue to feel inspired and surprised by KLM’s ability to balance a strong foundation with constant transformation. What makes KLM stand out is not just its operational excellence, but its commitment to building a culture of inclusion, trust, and care, for both coworkers and customers.
By putting people first, KLM has created an environment where colleagues feel empowered and passengers feel valued. Their blue heart beats not only in the aircraft, but in the way teams collaborate, recover from challenges, and celebrate moments of connection with travellers across the globe.
Contributing with Reverse Thinking to such a journey is an honour. KLM reminds us every day that true leadership in aviation is not only about flying people from one destination to another; it is about creating meaningful experiences, built on trust, humanity, and purpose.
Ready to build a Blueprint
That Moves People?
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