Transforming Air France KLM Martinair Cargo: Navigating Change through Digital Innovation

A recent publication by Air France KLM Martinair Cargo highlights how the company navigated the challenges posed by the Covid-19 pandemic five years ago. Instead of merely responding to disruptions, they embraced this period as an opportunity for significant transformation. This shift involved redefining their commercial strategy, enhancing customer experiences, and establishing a strong foundation for digital innovation and sustainability in airfreight. GertJan Roelands, SVP Commercial at Air France KLM Martinair Cargo, emphasizes that their core commitment is to prioritize customers in every aspect of their operations.

Transforming from basic Tools to Advanced Digital Solutions

As logistics evolved and customer expectations grew more sophisticated, Air France KLM Martinair Cargo recognized the necessity for air cargo services to reflect the convenience of modern digital platforms. Drawing inspiration from top-tier B2C models, they reimagined traditional B2B cargo processes into something more clear and user-amiable.

The centerpiece of this transformation is myCargo—a comprehensive digital platform that serves as a global hub for customers. Initially just an internal tool powered by excel for generating quotes, it has transformed into a full-fledged booking solution that allows real-time tracking and modifications. Wiht dynamic pricing features and advanced revenue management systems integrated into myCargo, 88% of bookings are now made through this platform—a testament to its effectiveness and reliability according to Roelands.

The evolution didn’t stop there; they are also rolling out CRM360—an AI-driven service platform developed alongside Salesforce—to enhance personalized support throughout the customer journey globally.

This innovative solution aims to provide consistent assistance while leveraging AI technologies like chatbots and voice recognition tools that empower customer service teams with valuable insights. “We aspire to create an unparalleled service experience that merges human interaction with technological prowess,” Roelands adds.

Pushing Customer Experience Across All Levels

The focus on customer experience (CX) has become integral across all departments within Air France KLM Martinair Cargo rather than being confined to one team alone. They’ve implemented a new CX framework designed for complete visibility throughout each customer’s journey while proactively addressing potential issues along the way. Additionally, they’ve streamlined their product offerings with service Level Plus—providing enhanced flexibility tailored specifically for client needs.

This commercial overhaul also led them to rethink organizational structure; reducing regional divisions from five down to two zones allowed them greater agility in decision-making processes while introducing leaders skilled in digital strategies who foster innovation among employees eager to contribute ideas aimed at improving customer value.

Sustainability: A Core Commitment

Sustainability remains central in their mission as well; back in December 2020 they launched an industry-frist Sustainable Aviation fuel (SAF) program supported by over 100 partners worldwide through GoSAF—accessible via myCargo—which enables clients directly reduce emissions per shipment level effectively contributing towards greener operations overall while striving towards zero-emission ground activities at major hubs across Europe.
While proud of these advancements made thus far—they acknowledge there’s still much work ahead requiring collaboration across sectors unlocking new solutions together strengthening supply chains further down line!