Air France KLM Cargo completes five-year digital transformation drive

Air France KLM Martinair Cargo has completed a five-year digital and organisational transformation that began in 2020 during the Covid-19 disruption, with the objective of strengthening its commercial strategy, customer experience and sustainability agenda.

“At the heart of our transformation was a simple but powerful commitment – to put our customers first in everything we do,” said GertJan Roelands, SVP Commercial at Air France KLM Martinair Cargo.

The transformation focused on building digital tools and reworking customer engagement processes. Central to this was myCargo, an in-house developed digital booking and service platform. What started as a simple quote-generation tool has now evolved into an end-to-end solution, handling quoting, booking, tracking, and modification of shipments. Today, 88% of all bookings are made through this platform, with 90% expected by year-end.

“We consider this a strategic milestone in our transformation journey and a clear confirmation from customers of the progress we’ve made,” Roelands said.

To further improve customer service, the carrier has introduced CRM360, a global service solution co-developed with Salesforce. It integrates AI features such as chat, voice support and response prioritisation while enabling consistent service across touchpoints. “Our ambition is to offer a truly unique, next-level service experience in the industry – combining the best of human connection with technological excellence,” Roelands added.

Internally, Air France KLM Martinair Cargo restructured its commercial organisation by reducing regional zones from five to two, simplifying its hierarchy, and creating leadership roles with expertise in data, digital, and customer strategy. A new customer experience framework has also been implemented across the organisation.

The carrier has continued its investment in sustainability. In 2020, it launched the airfreight industry’s first Sustainable Aviation Fuel (SAF) programme, GoSAF, which is integrated into myCargo and supported by over 100 partners. The company also reported ongoing efforts toward fleet renewal and ground operations aimed at reducing carbon emissions.

The brand repositioning, "Here to Connect", reflects the integration of these efforts under a unified vision and was supported by a brand film produced with Bruut Amsterdam.

Operational outcomes include a 30% improvement in Net Promoter Score, a reduction in distribution costs, and increased market leadership in European airfreight. Roelands concluded, “Transformation isn’t a one-off endeavour – it’s a mind-set. What we’ve achieved so far is thanks to the dedication of our diverse and talented teams, a deep commitment to our customers and our continued investment in innovation. We will keep evolving, listening and leading – with purpose – for our customers, for our people and for our planet.”