Case Study: KLM Royal Dutch Airlines achieves a 4.2‑star, customer-loved mobile app with GetFeedback

How KLM Royal Dutch Airlines created a fan-favorite app with customer insights

KLM Royal Dutch Airlines faced a classic post-launch problem: after two years building its mobile app the MVP received mixed and often negative feedback, revealing gaps in functionality and undiscovered bugs. The product team needed a fast way to capture the Voice of the Customer, understand what users were missing, and prioritize fixes and enhancements to turn the MVP into a Minimum Lovable Product.

KLM integrated GetFeedback to gather quantitative and qualitative VoC in real time, using demographic and usage data to prioritize features like multi-city booking, retroactive miles claims, and native in‑flight status, and to trace and fix a seat-change bug affecting Silver and Gold members. The results: app store rating rose from 2.8 to 4.2, millions of downloads, over 100,000 daily active users, roughly 30 more seats sold per day, and measurable gains in customer satisfaction and revenue.

KLM Royal Dutch Airlines

Stijn Bannier

Product Manager Mobile