Safe & Smooth with Digital Learning at KLM
KLM ground staff face various challenges in practice related to Human Factors: from safely boarding passengers to preparing an aircraft. It is a continuous balance between safety, customer satisfaction, and efficiency. To support the target group, we developed an integrated program with its own identity: called Safe & Smooth.
The goal was to ensure that employees continue to make the right choices when it comes to safety. Therefore, we devised several strategic pillars. For example, we absolutely did not want e-learning to feel like a (mandatory) training, and it had to be accessible, fun, and relevant. The content had to be tailored to the employee, and by placing it in the broader context of KLM's vision, we increased the chances of success. Together with KLM, we developed an integrated program. We gave the program its own identity, including a logo: Safe & Smooth. A Dutch name and a combination that justifies the dynamics the employees experience. We took the employees through three steps. The first step is ‘Awareness’: Safe & Smooth was introduced in an original way, and the employees were involved in the campaign. The second phase was about ‘Raising the Bar’: using a tool to practice dilemmas, we set a higher standard for all participants. ‘Sustainability’: with insights from the previous phase, we extended the effect by focusing on the dilemmas that were perceived as difficult. We also involved the supervisors in this.
After practicing with the app, employees feel more confident in making ‘real-work’ decisions. Safe & Smooth has gained a key role in KLM’s safety culture, contributing not only to today’s safety but also ensuring a mindset shift for tomorrow.
The Safe & Smooth campaign was immediately embraced by the management team, motivated by these significant figures:
After 2 weeks, 25% had voluntarily completed the program via the app and was compliant. The result?
- Over 7,000 participating employees
- Over 780,000 swipes
- 89% score ‘balanced’ or ‘safe’ (compliant) after one learning round
After going live for KLM ground staff, the impact of the integrated program was so great that it was rolled out to all staff.
Great news! This case has been nominated for a Dutch Interactive Award for best digital interactive project. We are nominated in the activation category, which focuses on a platform aimed at generating interest and needs among your target audience.
#DutchInteractiveAwards
It has become part of our work. For the next 3 years, Safe & Smooth will be central. From program to movement and mindset!" Nicole Veerbeek KLM | Director of Integrated Safety and Compliance
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