Air France KLM Martinair Cargo has recently completed a comprehensive five-year digital and organisational transformation, a journey initiated during the upheaval of the Covid-19 pandemic and designed to enhance its overall commercial strategy, customer engagement, and sustainability efforts. This initiative underscores the airline’s commitment to prioritising customer satisfaction, as articulated by GertJan Roelands, Senior Vice President of Commercial at Air France KLM Martinair Cargo, who stated, “At the heart of our transformation was a simple but powerful commitment – to put our customers first in everything we do.”
The cornerstone of this transformation is the myCargo platform, which has evolved from a basic quote-generation tool into a robust end-to-end solution that manages quoting, booking, tracking, and modifying shipments. Current statistics reveal that 88% of all bookings are now processed through myCargo, with expectations from the company to push this figure to 90% by the end of the year. Roelands expressed that this represents a significant milestone in the carrier’s transformation journey and indicates strong customer approval of the enhancements made.
In addition to the myCargo platform, Air France KLM Martinair Cargo has launched CRM360, a sophisticated global service solution developed in collaboration with Salesforce. This new system integrates advanced features like AI-driven chat and voice support, which streamline service across various customer touchpoints. Roelands emphasised the ambition to offer “a truly unique, next-level service experience in the industry,” blending human connections with technology.
To further operational efficiency, the company restructured its commercial organisation, consolidating its five regional zones into two, reducing complexity and creating specialised leadership roles focusing on data and customer strategy. This internal restructuring is complemented by a new customer experience framework now in place across its operations, signalling a shift to a more agile and customer-centric approach.
The commitment to sustainability remains robust as well. In 2020, Air France KLM Martinair Cargo pioneered the airfreight industry’s first Sustainable Aviation Fuel (SAF) programme, dubbed GoSAF, which is seamlessly integrated into the myCargo platform and boasts support from over 100 industry partners. This initiative is part of a broader strategy aimed at reducing the carrier’s carbon footprint through fleet renewals and enhanced ground operations.
Roelands reflected on the operational successes already realised, noting a 30% improvement in the company’s Net Promoter Score, a reduction in distribution costs, and increased market leadership in European airfreight—outcomes that signal both improved customer satisfaction and competitive strength in the marketplace. He concluded, “Transformation isn’t a one-off endeavour; it’s a mind-set… We will keep evolving, listening and leading – with purpose – for our customers, for our people and for our planet.”
Further emphasising its commitment to digital growth, Air France KLM Martinair Cargo has set new records for online bookings. By November 2024, 85% of all bookings were made through the myCargo platform, reflecting a successful adaptation to market demands and heightened customer confidence. Efforts to enhance real-time pricing strategies and a global rollout of the Salesforce CRM platform across 65 offices further aim to reinforce this trajectory.
In a significant move to broaden its digital reach, Air France KLM Martinair Cargo recently announced a partnership with cargo.one, enabling customers to book services through this additional digital marketplace. This collaboration aligns with the airline’s overarching strategy to diversify its distribution channels and enhance user experience.
Moreover, investment continues in both infrastructure and technology to support growth areas like pharmaceuticals and perishables. A major renovation of the Chicago hub is underway, alongside the rollout of a new IT architecture designed to streamline operations and optimise data processes by late 2024.
With an eye on the future, Tata Consultancy Services (TCS) has also been engaged in a multi-year partnership to transition Air France KLM towards a more data-centric operational model, a move designed to leverage cloud capabilities for enhanced decision-making and operational efficiency.
As Air France KLM Martinair Cargo forges ahead in its transformation journey, the combination of digital innovations, customer-focused strategies, and sustainable practices positions the airline as a leader in the evolving landscape of air cargo.
Source: Noah Wire Services
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