In 2020, at the height of the global crisis caused by the Covid-19 pandemic, air transport was suddenly brought to a standstill. In the wake of that experience, the group formed by Air France, KLM and Martinair Cargo seized the opportunity to launch a deep transformation process aimed at redefining its commercial strategy, renewing the customer experience and laying the foundations to become a digital and sustainable leader in the industry.
Gert Jan Roelands, senior vice president for commercial affairs, explains that this marked the beginning of a revolution touching every aspect of the organisation, starting with operational tools. What had initially been a simple Excel file for generating quotations evolved into myCargo, a digital platform developed in-house that has now become a benchmark for customers worldwide. myCargo allows users to book, modify and track shipments in real time, thanks to an advanced dynamic pricing and revenue management system. Drawing inspiration from the most efficient models in consumer digital commerce, the company has reimagined the entire customer journey, making it more transparent, seamless and accessible at all times.
This new approach has led to a more data-driven commercial strategy, supported by a dedicated team that analyses customer behaviour and develops targeted digital strategies to attract, engage and retain clients. As a result, 88% of bookings are now made via myCargo, with the 90% threshold in sight. According to Roelands, this is a strategic milestone in the company’s transformation and a clear signal of the trust it has earned from its customers.
To deliver an even more personalised and responsive service, the group has launched the development of Crm360, a global platform based on artificial intelligence and built in partnership with Salesforce. This next-generation system ensures consistent, efficient and tailored support throughout the customer journey, with advanced tools such as voice assistants, prioritisation systems and predictive models.
The customer-centric approach has been extended throughout the organisation. The customer experience is no longer the sole responsibility of a single department but is now a shared commitment across all business functions. The group has introduced a new operating model that enables full control of the customer journey, prompt resolution of any critical issues and continuous improvement. At the same time, the company has simplified its organisational structure, reducing regional divisions from five to two and bringing back experienced professionals in digitalisation, data analysis and commercial strategy.
The group’s environmental ambitions have been no less significant. In December 2020, the Franco-Dutch group launched the industry’s first programme for the use of sustainable aviation fuels, involving over one hundred strategic partners. Through GoSaf, available directly on myCargo, customers can actively contribute to reducing CO2 emissions on a per-shipment basis. This initiative is complemented by investments in fleet modernisation and a target of zero-emission ground operations at major European hubs. The company recognises that the road ahead is still long, but remains convinced that collaboration across the entire value chain is essential to achieving concrete and lasting results.
