Air France KLM Martinair Cargo: “What Counts?”

Air France KLM Martinair Cargo is currently rolling out WHAT COUNTS. This new scheme has been designed for our customers among small and medium-sized enterprises (SMEs). But why WHAT COUNTS? Extensive research revealed that we have a good understanding of the specific needs of this diverse group of customers. Using this knowledge, we have bundled together a number of relevant 24/7 easy-to-connect services, tailor-made offers, and a loyalty programme, under the title WHAT COUNTS.

"We are able to approach every customer in a unique way, based on their particular needs, by sending them specific offers and information appropriate to their level of specialisation. Big data and a sophisticated CRM strategy make it possible for us to adopt this approach", according Gertjan Roelands, Vice President Cargo Europe.

WHAT COUNTS offers our customers myCargo, a unique digital portal where our customers can make and manage their bookings themselves, 24/7. It contains a range of services, such as Quote & Book, Notify Me, Track & Trace, Claims, and so on. We are developing myCargo in an agile way. Based on customer needs, we are introducing enhancements to existing services and completely new services every three months. Alongside these e-services, we have also created dedicated customer Service & Sales desks in our market organisation, so that we can further specialise in the specific needs of our SME customers and interact with them more effectively.

We highly value our customers' loyalty, which is why we are now awarding blue credits for cargo bookings, in the same way we do passengers for flights, through our BlueBiz programme. So, our customers can now receive blue credits for both their cargo and passenger flights when they book Air France and KLM. These blue credits can be spent on airline tickets, thereby presenting our customers with a way to further reduce their travel costs. Since the beginning of this year, we have successfully implemented and developed the WHAT COUNTS programme in the Netherlands.

"We have seen our market share and customer satisfaction growing in this specific customer segment in the Netherlands. At the moment, we are gradually introducing this new scheme in Germany, the UK, and Italy. The rest of Europe will follow in the first half of 2018", according Roelands.

The implementation of What Counts is a substantial enhancement of our service through the utilisation of big data, digital and CRM, while still maintaining our human touch.