Air France-KLM Martinair Cargo (AF-KLMP Cargo) has introduced its What Counts product for small and medium-sized customers, bundling together 24/7 easy-to-connect services, tailor-made offers, and a loyalty programme.
The Franco-Dutch carrier said that implementation of What Counts is “a substantial enhancement of our service through the utilisation of big data, digital and customer relationship management (CRM), while still maintaining our human touch”.
The European airline is rolling out What Counts after “extensive research revealed that we have a good understanding of the specific needs of this diverse group of customers,” added a spokesperson.
Gertjan Roelands, vice president cargo Europe, said: “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.”
What Counts offers customers myCargo, a digital portal to make and manage their bookings themselves, 24/7. It contains a range of services, such as Quote & Book, Notify Me, Track & Trace and Claims.
Added the spokesperson: “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.”
AF-KLMP Cargo will reward customers’ loyalty with blue credits for cargo bookings, in the same way it does passengers through the 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, AF-KLMP Cargo has implemented and developed the What Counts programme in the Netherlands.
Added Roelands: “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.”
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