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KLM Voice BrandFoundational Research

Edition Q1 2020

ContentKLM Voice Brand2 |

1

2

4Identity Foundation

DesignRequirements

Progression &Next steps

3 Seconary ResearchApproach

Brand: Who we are, what wedo, and what we prioritize.

Project status. Next meetingand approval confirmations.

Being perceived as desired. On-brandcharacteristics and use case definition.

Research methodology.Approach and insights.

20-24

Moving your world

283-19

25 - 27

2

1 Identity FoundationWho we are, what we do, and what

we prioritize.

Moving your world3

How

What

Through ouridentity: we are

innovative,dutch, and we'llreach out to youbecause we care.

We happen to focus on AI.how can we help you?

Golden Circle

Moving yourworld by creating

memorableexperiences

Why

Identity FoundationKLM Voice Brand1 | | KLM

Moving your world4

Overall Content Strategy One-Liner.Ambition Voice, and what this teamaims to do.

We move you through our identity: We areinnovative, dutch, and we'll reach out to youbecause we care.

We are here for you. But who are you? Andwhat can we learn to do better?

Using Voice and AI. This focus providescontext, requirements, and constraints.

Our voice ambition is to be the best possible travel companion wherever you are … In 2020KLM wants to establish itself within the ‘voice-domain’ by analyzing customer needs andoffering more relevant services. This fits our overall ambition: To become the most customer-centric, innovative, and efficientEuropean network carrier.

Moving your world5

Identity FoundationKLM Voice Brand1 | | KLM

What this team aims to do.

Overall Content Strategy One-Liner

Ambition Voice supported Services, Products and applications

Moving your world by creating memorable experiences. This one-liner fits our spirit perfectly.We dare to reach out. Initiate and explore new horizons. We are KLM for you.

Phased evolution of the KLM Voice Brand to empower our ambitions and strengthen the overallstrategy one-liner.

The KLM AmbitionWhy we do what we do

Moving your world6

Identity FoundationKLM Voice Brand1 | | Moving

The KLM Brand

International, Straightforward, Low ContextInclusive, United.

What we are & aren't...

Dutch

We are pioneers. We are modern storytellersthat learn from the past and study the future.

Innovative

We anticipate fast. We are altruistic,studious and we try to pre-empt problems.

Reaching out

We don't just care about customers. Wealso care about our jobs, colleagues, thebrand, and our company's purpose.

Caring

Acting in a deceptive, secret, or sly manner. HighContext, Deceitful and Dishonourable

Devious

Acting as if you are an expert. Obnoxiouslyself-assertive, showing confidence.

Know it all

Being more interested in yourself than inother people. Indifferent, unconcerned.

Inward looking

Believing in solutions, care, and servicesthat can be suitable for or used in allcircumstances.

One size fits all

We are committed in taking responsibility forits own role in creating a more sustainablefuture for aviation.

Sustainable

Operating based solely on one's own self-interest and acting without considerationothers and the possible consequences

Thoughtless

Pioneer

Archetypes

Great strength of character.

Faithfulness

Supportiveness

Usefulness

Functionality

Resourcefulness

Passion for trailblazing.

Taking the initiative.

Innovation

Enthusiasm and drive

Moving your world7


The "Everyman" believes that everyone matters.

Everyman

Archetypes

The Everyman embodies the acronym WYSIWYG "what you see is what you get"-and has a casual approach to life, preferring to be understated, non-threatening,and helpful to all.

Presenting little artifice, the Everyman is practical, down-to-earth, accessible,dependable, kind, and in general, can be described as "real."

Moving your world8


Everyman

Dutch

Reaching Out

This archetype believes that underneath the trappings of society is a shared core ofhumanity that is grounded, unselfish, and friendly — possessing a charmingsincerity.

Driven by a need to feel a sense of belonging, the Everyman believes thateveryone matters equally, regardless of status, age, ethnicity, or creed.

Caring

Archetypes

Characterized by innovation, this archetype creates the path rather thanlooks for it. The Pioneer has an adventurous spirit that represents birth andgrowth in undiscovered realms.

The journey into the unknown requires enthusiasm, tenacity, a certainconviction, vision, and sense of adventure. Pioneers like to be first—the firstto market or the first to discover a new technology, concept, or art form.

Moving your world9


Pioneer

Innovation

"What do dreams know of boundaries?" - AMELIA EARHART

Amelia Mary Earhart was an American aviation pioneer and author.Earhart was the first female aviator to fly solo across the AtlanticOcean. She set many other records, wrote best-selling books abouther flying experiences, and was instrumental in the formation of TheNinety-Nines, an organization for female pilots.

Amelia Earhart

Archetypes

The expression of the pioneering archetype can range broadly, from the desire toreform and civilize to the desire to simply discover and look for that which has notyet been seen in quite the same way.

But the outward manifestations are less important than the values that underpinthe Pioneer's behavior. At the core of this archetype is the pull for new territory. The Pioneer requires action for anything that is new, and like others in this family,the discovery and action may take place internally or externally, Possessing apotent zest for life, the Pioneer exudes energy, faith, and creative potential. This archetype needs to create and share that which has not been created before.

Moving your world10


Pioneer

Innovation

"What do dreams know of boundaries?" - AMELIA EARHART

Archetypes

AdvocateCitizenNetworkerServant

Moving your world11


Archetypal Families

Everyman Pioneer

ExplorerAdventurerGeneralistSeeker

Unevolved behavior. Ignorance. Preoccupation with thebasic routines of life. Groupthink.

Challanges Challanges

Not finishing what's been started. Compulsion forsomething new. Righteousness. Overperformance.

Brands Brands

Tone of voice

Moving your world12


The impression we make

Tone of Voice Framing

It's important that our audience feel that they are being listened to. This is how we learn aboutcustomer needs. It enables us to provide better service and solve problems. Ideally, before they evenoccur in user experiences.

Helpful

Genuine

Attentive

Warm

Fun

We aim for trust in our communications to help people feel comfortable. We are confident, so there'sno need to express ourselves other than who we are. We don't use complicated jargon. Our languageis modern, international but down to earth. We treat our customers like talking to our friends.

While we are knowledgeable, we avoid a lecturing tone and prefer asking questions or taking actionto pointing out our own expertise. We are optimistic, we have lots of energy, and we got the abilityto lead. This enables us to be helpful.

We are very aware of the fact that it's the feeling that holds when consumers interact with ourservices. This is one of the main reasons we love storytelling. It enables us to make interactionsmore personal and fun.

Although we love to tell stories, it's important to use to always talk "with" somebody, instead oftalking "to" somebody. We are open, personal, and approachable. But We should always remaincasually professional, steering clear of slang and overly familiar language.

Caring

Reach Out

Dutch atHeart

Innovative

We use our NeedScope framework for brand positioning and to explore thefunctional and emotional drivers of our audience. The introvert-extravert axe and the me-we orientation axe layout the emotional driversand intrinsic motives for brand choice and brand preference. We are positioned on the 'Gratification'' side of the framework. Our consumers feel theneed for stimulation, comfort,control and/or harmony. We answer this need using our customer intimacy strategy, which and alignswith our brand values.

Audience Needs & Expectations (Needscope)

Identity FoundationKLM Voice Brand1 | | Your World

Moving your world13

Primary Target Audience

The Good Start Traveler

More than others, they want to enjoy the facilities at the airport, be efficient beforeand while boarding. Their flights are equally for business and personal purpose. They fly domestic orcontinental routes and mostly use direct flights. Two thirds fly Economy class. Mosttravel alone or with a partner. They search less online, but booking is mostly done onthe airline’s website or other websites. They decide less for travel insurance. Many useonline check-in, some the counter. They reach the airport with private or publictransport. At the airport they eat, read, shop relax or play. On-flight they read a lot.This Demand Space wants a pleasant beginning of their journey. In the planning phaseopinions of friends are considered helpful. During booking they want the ease ofpersonal details being remembered and the possibility of personal contact. At theairport they like mobile check-in, business center shopping outlets and other leisurefacilities. But also basic needs like punctuality, efficiency and information support agood start. 68% flies economy. 100% Europe (and domestic)


Moving your world14

The Treat Myself Traveler

More than others they are European easy going couples who want little treats likepremium economy or special meals. These personal trips with partner, family, and friends have intercontinentaldestinations that are often reached using transfer flights. They are planned longahead and mostly researched and booked online. Cabin is spread but mostlyEconomy class is chosen. A lot of time is spent at the airport prior to the flight and passed with eating,reading and exploring. On-board they eat, drink and relax. When deciding for anairline, trust, staff and on-board catering have a higher importance than ingeneral. Apart from the basic requirements of comfort, efficiency, safety and pricetransparency, their needs differ when it comes to on-board catering. Good mealquality and quantity as well as a high frequency of meals and drinks served isneeded. Additionally they like to have sufficient time at the airport before theflight.


Moving your world15

The Personalized Moments Traveler

More than other these US, Brazil and Asian customers like to experience pleasure anda choice. Their trips are all for personal purpose and planned long ahead. They areintercontinental hauls, often with transferring flights. They travel with several peopleand less alone. Booking is done by themselves and higher classes are preferred. Airlinewebsites and personal contacts are much used for searching, websites for booking.They use additional services like the lounge and indulge in a variety of activities at theairport and on-flight. Check-in is done at the counter. This Demand Space is all aboutpersonalization. They want options to choose from regarding meals and drinks,preferably in form of a printed menu. Selection is also wanted for the entertainmentsystem. A responsive and welcoming crew as well as friendly staff in general play animportant role. On-flight comfort is key. Interest in trying an airline, lounges, serviceoffers and special treatment are considered when choosing an airline. 49% flies economy. 100% intercontinental


Moving your world16

The Amused en Busy Traveler

More than others, they want amusement and activities on board and at the airport tobe energized or kill time. Their trips are for personal purpose and intercontinental with a high share of transferflights. Partners and children accompany them and they book a variety of cabins.Planning time is one month or longer. They inform themselves online and look atreview sites as well as personal recommendations. Booking happens mostly online andis done by themselves. At the airport they eat, read, shop or explore. On-board theyuse digital newspapers and magazines as well as most of the offered entertainment orsleep. Most of their differentiating needs evolve around on-board amusement. Thisincludes sound quality, selection of movies, newspapers and magazines as well as dutyfree. At the airport they are also interested in entertaining facilities like fitness orgame centers. They choose airlines by interest in trying them out and value theexperiences of other travelers. Apart from that they have basic needs revolvingaround efficiency, price and comfort. 60% flies economy. 100% intercontinental


Moving your world17

Functional Assets to Optimize the Use Experience

The Good Start Traveler

easyefficient pleasant

trust and familiar

These travelers have afunctional mindset andbusy/ambitious lifestyle. Theirneed to feel control andcomfort are prioritized needs toaddress. Use cases like; DeparturePlanner, Packing, Booking orFlight search, Online/Mobilecheck-in aligns with the targetaudience's needs. Brand Voice Focus:

Less Considerable:

Languages:NL & ENG

The Treat Myself Traveler Personalized Moments Amused en Busy Traveler

trustapproachableattentive

efficient

These couple/group travellovers are seekingpremium/brand serviceexperiences. Their personal andlong flights/transfers align withtheir need for comfort andharmony. Use cases like; Travel Guide,Packing, and Booking or Flightsearch aligns with the targetaudience's needs. Brand Voice Focus:

Less Considerable:

Languages:NL & ENG

friendlypersonal/attentivepleasant

efficient

These group travel lovers areseeking premium/brandservices and experiences. Theirpersonal and long flights andpersonalized experience aligns with their need for comfort andstimulation. Use cases like; Voice supportedlounge services, or entertainingexperiences aligns with thetarget audience's needs. Brand Voice Focus:

Less Considerable:

Language:ENG

fun/enjoymenteasyefficient

personal/attentive

These busy Millennial travelersare seeking entertainment.Their need to feel stimulationand control is expressed bytheir search for energizing/time-killing activities and onlinebooking behavior. Use cases like; Travel Guide,Packing, and Booking or Flightsearch aligns with the targetaudience's needs. Brand Voice Focus:

Less Considerable:

Language:ENG & NL

Identity FoundationKLM Voice Brand1 | | By Creating Memorable Experiences

Moving your world18

Moving your world19

Identity FoundationKLM Voice Brand1 | | By Creating Memorable Experiences

Use cases

Strategy Vision

Travelguide/Reisgids (EN and NL)Search a flight/zoek een vlucht (EN and NL)Packassistant/Inpak assistant (EN and NL)Departure planner/Vertrek Planner (NL)

The ContextUse cases and strategy vision

Brand VoiceHow can I help you?Future developments

Reach Out Caring Innovation

Travel Companion.Voice assistance

travelling

Social customerservice. Most

searched answers

2

Being perceived as desired. On-brand

characteristics and use case definition.

Moving your world

DesignRequirements

Moving your world21

Traits

Bright Dutch, Reach out & CaringEveryman - Pioneer -

FriendlyFunGentleGenuineGood-naturedHelpfulHeriocHonestHonorableHumbleHumorousIdealisticImpressiveIndependentIntelligentIntuitiveLeaderlyLogicalLovableLoyal

AccessibleActiveAdaptableAdventurousAlertAppreciativeArticulateAttractiveBrilliantCalmCapableCaringClearCharmingCheerfulSimpleColorfulCompanionlyCompassionateConfident

CreativeCuriousDaringDecentDeepDiscreetDramaticEducatedEfficientElegantEmpatheticEnergeticEnthusiasticExcitingExtraordinaryTransparantFaithfulFlexibleFocusedNo-nonsense

RelevantMatureOpenPositiveOriginalPassionatePatientPeacefulPlayfulPolishedPersonalPracticalPreciseInclusiveDown-to-earthAttentiveReassuringRespectfulResponsibleSelfless

SensitiveSeriousSexySupportiveSolidSophisticatedSpontaneousStrongSubtleLightheartedSympatheticTastefulService-mindedTractableTrustworthyUnderstandingUprightWarmWiseYouthful

Dutch, Innovative, Caring

Design RequirementsKLM Voice Brand2 | | Moving

Dark

Moving your world22

Traits

InsecureInsensitiveInsincereInsultingIrrationalAnnoyingLazyMannerlessMelancholicMessyMiserableMoodyNaiveNarcissisticNeuroticObviousOddOffhandOpinionatedOutrageous

AngryArrogantArtificialAsocialCalculatingCarelessCharmlessChildishColdColorlessConfusedCrazyCruelCynicalDecadentDelicateDemandingDesperateDeviousDifficult

DirtyDisloyalDisrespectfulDissonantDistractibleDomineeringEgocentricExtravagantExcessiveFalseFanaticalFixedFoolishFrighteningGloomyGreedyHatefulHigh-handedImpatientImpulsive

Fake ParanoidPassivePettyPower-hungryPretentiousProvocativeQuirkyRidiculousIndifferentSelfishShallowShortsightedShySillySlowStiffStupidSubmissiveSuspicious

TastelessTenseThoughtlessGuiltyUncaringUncooperativeUncreativeUnfriendlyUngratefulUnhealthyUnprincipledUnrealisticUnreflectiveUnreliableUnrestrainedUnself-criticalUnstableVagueVulnerableWeak

Dutch, Reach out & CaringEveryman - Pioneer - Dutch, Innovative, Caring


Behavior Mindset

Character

Perception Profile

Brand ValuesBrand Values

Brand Values

Sub-Values

Sub-Values

Sub-Values

KLM Royal Dutch Airlines

GenuinePersonalFriendlyConfidentIntellegentCharmingAccessible

OpenInlcusiveNo-nonsenseRelevantDown-to-earthClearTransparant

PositiveLightheartedPassionateEnergetic

Enthousiastic

HelpfulService-minded

SupportiveCompassionateUnderstandingCompanionly

CaringReassuringAttentive

Bright

Dark

CalculatingExcessiveShallowUnstable

ColorlessFanatical

Submissive

Bright

Dark

Bright Dark

ObviousVulnerable

Moving your world23


Dutch

Caring

Reach out

Innovative

Vision on Strategy

CompanionCustomer serviceInnovation

Through secondary research, we define how tosound when we speak and the act of speaking itself. In order to be perceived as Dutch, Innovative,Caring, Reach out. The balance between these values will vary inconnection to our vision and strategy objectives tooptimize results.

Moving your world24

Ambition

Objectives


3 Secondary Research& ApproachSecondary research methodology. And

the underlying logic.

Moving your world

Approach

Secondary Research is a common research method that involves the use of relevant information thatothers have gathered through Primary Research. Secondary Research also involves re-analyzing, interpreting, or reviewing relevant data and knowledgewe’ve collected during past researches, projects, and studies. We specify how this collected data informsour current situation and why it’s relevant. Our most persuasive argument for the use of Secondary Research is that it enables us to base thedesign of voice branding assets and user testing materials on a broad scope of data. We combinemultiple secondary data sets to obtain existing information that informs our Primary Research.

Moving your world26

Secondary Research ApproachKLM Voice Brand2 |

Methodology

The Underlying Logic of our methodology is based on thefact that audio has measurable characteristics that canindicate how a voice can create the desired effect. Our most persuasive argument for the use of acousticmeasures for voice (intensity, frequency, intonation, phase& quality) is that all of the information used by listeners tomake judgments based on hearing a voice (in relation tothe context) is to be found in the acoustic signal. Through secondary and primary research, acousticanalysis, and feedback analysis, we study these acousticmeasures to generate data that clarifies specific perceptualinterpretations of the target audience. We align this with the data generated in the brandorientation phase, which enables us to reverse engineerthe right vocal characteristics needed to create voicebranding assets that:

Make sure the brand is being perceived as desired.Effectively fulfill a functional/emotional user's need to optimize the user's experience.

1.2.

Intonation

Intensity Frequency

Quality Pace

Moving your world27

Secondary Research ApproachKLM Voice Brand2 |

4 Progression & Next Steps

Moving your world

Secondary Research & Acoustic Analysis

Primary Research & User Testing

Feedback Analysis & Revision

Implementation & Roll-out

Brand Orientation (Foundational Research)Foundational Research Approval

Secondary Research

Primary Research Plan

Secondary Research Approval

Acoustic Analysis & Voice Curation

Primary Research (User Testing)

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