Five years ago, during the peak of the global Covid-19 pandemic, Air France KLM Martinair Cargo encountered an unprecedented disruption. However, instead of merely reacting to the crisis, the company seized the moment as a catalyst for deep, strategic transformation. It redefined its commercial strategy, elevated the customer experience, and laid a solid foundation for digital leadership and sustainability in airfreight. “At the heart of our transformation was a simple but powerful commitment – to put our customers first in everything we do,” says GertJan Roelands, SVP Commercial at Air France KLM Martinair Cargo.
Redefining the Customer Journey
As global logistics evolved and customer expectations rose, Air France KLM Martinair Cargo recognized the growing demand for air cargo services to mirror the seamless, always-available nature of modern digital platforms. Inspired by best-in-class B2C models, the company set out to reimagine the traditional B2B cargo journey – making it transparent, controlled, and simple, anytime and anywhere.
myCargo: The Digital Platform at the Heart of Transformation
myCargo, the company’s full-service digital platform and central touch-point for customers worldwide, lies at the heart of this transformation. What began as a simple internal Excel-powered tool to generate quotes has since been developed in-house into a comprehensive quote-and-book solution. Over time, it has matured into a robust, end-to-end booking and service platform. Powered by dynamic pricing and modern revenue management systems, myCargo allows users to book, modify, and track shipments in real-time.
The commercial approach has also become more data-driven, with the launch of a dedicated e-acquisition team leveraging data, content, and digital engagement strategies under the principle: know your customer, engage and convert. Today, 88% of all bookings are made through myCargo – an achievement that reflects both the platform’s capabilities and the degree of trust it has earned. “We consider this a strategic milestone in our transformation journey and clear confirmation from customers of the progress we’ve made,” says Roelands.
CRM360: Enhancing Customer Service with AI
But the transformation didn’t stop here. To deliver more personalized and responsive service, the company is now launching CRM360, a global AI-powered service platform co-developed with Salesforce. This next-generation solution ensures consistent, efficient, and customized support throughout the customer journey, worldwide. Investments continue in AI-enabled solutions – such as chat, voice, and priority models – providing customer service teams with cutting-edge tools, insight, and expertise. “Our ambition is to offer a truly unique, next-level service experience in the industry – combining the best of human connection with technological excellence,” says Roelands.
Customer Centricity at the Core
Customer experience (CX) has been placed at the core of the organization – not just as a department, but as a shared responsibility across all teams. A new CX framework has been introduced to ensure end-to-end journey visibility, proactively address challenges, and drive continuous improvement. Complementing this, the company streamlined its product portfolio and introduced Service Level Plus – offering enhanced flexibility and value. More innovations are underway, shaped by operational insight and ongoing customer dialogue.
Organizational Restructuring for Agility
Commercial transformation also required a rethinking of the organization itself. Air France KLM Martinair Cargo reduced its regional structure from five to two area zones, simplified its hierarchy, and introduced a new generation of leaders with expertise in digital, data, and customer strategy. Innovation and entrepreneurial spirit are actively encouraged, with employees empowered to initiate ideas that enhance customer value within a structured portfolio management process. These changes have served to increase the company’s speed, agility, and alignment with market demands.
Commitment to Sustainability
Sustainability remains a guiding priority. In December 2020, the company launched the airfreight industry’s first Sustainable Aviation Fuel (SAF) program, now supported by over 100 strategic partners. Through GoSAF – available directly via myCargo – customers can actively reduce emissions at a shipment level. These efforts are bolstered by fleet renewal initiatives directed at achieving zero-emission ground operations at its major hubs. While proud of the strides taken, the company remains realistic and realizes there is still a long way to go. Collaboration is the key to real progress.
Leading the Way with a New Brand Positioning
Capturing the spirit of its transformation, the company launched a new brand positioning concept: Here to Connect. More than just a slogan, this reflects Air France KLM Martinair Cargo’s vision to be a leader in sustainable airfreight while passionately delivering a superior customer experience. This vision came to life in a brand film created in cooperation with the Bruut Amsterdam agency, which has won multiple awards for its message and creative impact.
Looking Ahead
Reflecting on this journey, GertJan Roelands elaborates: “We’re proud of our progress. We’ve gained market leadership in many areas, but we also recognize this is just the beginning. Transformation isn’t a one-off endeavor – it’s a mindset. 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.”
