Air France KLM Martinair Cargo exceeds 90 percent of digital bookings, completes global CRM rollout, expands PLUS success

• 91 percent of bookings are now made via digital channels, reflecting strong customer adoption of Air France KLM Martinair Cargo’s myCargo platform.

• The completion of the global rollout of CRM360 unifies customer management across 68 service stations around the world, enhancing collaboration and quality of service.

• The PLUS service level, which was launched two years ago, has become a favorite with customers, with more than 90 percent of users saying they would book again.

Air France KLM Martinair Cargo (AFKLMP) has achieved three key milestones in its ongoing business transformation: 91 percent of all bookings are now made through digital channels, the global rollout of CRM360 has been completed, and the PLUS service level has firmly established itself as a customer favourite.

91 percent of bookings are digital

Over the past eight years, AFKLMP has transformed its customer offering – evolving from a simple online quote tool into myCargo, a comprehensive digital service hub. By constantly introducing new features and integrating them within a clear omni-channel strategy, AFKLMP has made the global standard for digital freight bookings. Reaching 91 percent of bookings via digital channels represents a significant achievement, reflecting the strong customer adoption and commitment of AFKLMP’s global commercial teams. It strengthens the airline’s position as a leader in digital cargo services.

CRM360: One global service model

In parallel, AFKLMP has continued to invest in service excellence. With the introduction of CRM360, developed in partnership with Salesforce, the airline now operates a unified CRM platform across 68 service stations around the world. The rollout – carried out over 16 months in 15 waves – has been completed with a final launch in Cairo for North West Africa and the Levant. CRM360 combines advanced technology with the expertise of local service teams, enabling closer collaboration, faster response times, and a more seamless customer experience.

This new CRM platform is unique in the industry and opens the door to AI-powered services that will enable teams to focus on more value-added customer interactions. For customers, this means optimal time to market and a higher level of service. Continuous feedback from employees and customers has played a key role in shaping and improving the platform.

Additional Service Level: Proven customer value

Launched just two years ago, AFKLMP’s PLUS service has quickly become the preferred choice for customers looking for extra assurance for their shipments. With thousands of reservations already completed, PLUS consistently delivers on its promise of preferential treatment and faster recovery in the event of operational challenges.

Why customers choose PLUS:

• Priority Loading: Shipments receive priority loading.

• Fast Recovery: In case of violations, PLUS shipments are handled first.

• Proven Satisfaction: More than 90 percent of customers who have used PLUS say they would book it again.

PLUS is available across the entire AFKLMP network and can be booked directly via myCargo or through local customer service teams. The service applies to all product categories, from general merchandise to specialized solutions.

Continuous focus on transformation

Gertjan Rowlands, Senior Vice President Commercial at Air France KLM Martinair Cargo, said:
“Reaching 91 percent of bookings digital, completing the global rollout of CRM360, and seeing strong customer uptake of PLUS all reflect the same ambition – making it easier and more reliable for customers to do business with us. These milestones are part of the broader business transformation we began five years ago. They show that by combining technology, service and innovation, we can create real value for our customers and the industry.”

“Our roadmap is ongoing. We aim to give customers a B2B experience with the ease of a B2C environment – ​​doing business with us should be fast, transparent and simple, enabling customers to be in control 24/7. Ultimately, our goal is to deliver the best possible experience in the industry.”