Walk the talk! How Air France KLM CMI provides inspiration and support, rather than only tools and methodologies. More and more large organizations turn to customer experience as a main strategic focus, especially within service industries in general and the airline industry specifically, in which customer satisfaction is of the utmost importance. It has become clear that it takes more than just collecting customer data to be the gold medalist in customer experience. The challenge is to transform the collected data into valuable insights that are actionable as well as inspiring.