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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
Identity FoundationKLM Voice Brand1 | | Moving
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
Identity FoundationKLM Voice Brand1 | | Moving
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
Identity FoundationKLM Voice Brand1 | | Moving
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
Identity FoundationKLM Voice Brand1 | | Moving
Pioneer
Innovation
"What do dreams know of boundaries?" - AMELIA EARHART
Archetypes
AdvocateCitizenNetworkerServant
Moving your world11
Identity FoundationKLM Voice Brand1 | | Moving
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
Identity FoundationKLM Voice Brand1 | | Moving
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)
Identity FoundationKLM Voice Brand1 | | Your World
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.
Identity FoundationKLM Voice Brand1 | | Your World
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
Identity FoundationKLM Voice Brand1 | | Your World
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
Identity FoundationKLM Voice Brand1 | | Your World
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
Design RequirementsKLM Voice Brand2 | | Moving
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
Design RequirementsKLM Voice Brand2 | | Moving
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
Design RequirementsKLM Voice Brand2 | | Moving
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)