Air France KLM Martinair Cargo surpasses 90% digital bookings, completes global CRM rollout, and expands PLUS service success

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Air France KLM Martinair Cargo (AFKLMP) has reached three major milestones in its ongoing commercial transformation: 91% 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% of bookings now 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 consistently introducing new features and embedding them within a clear multichannel strategy, AFKLMP has made digital the global standard for cargo bookings.

Reaching 91% of bookings through digital channels marks a major achievement, reflecting both strong customer adoption and the commitment of AFKLMP’s worldwide commercial teams. It reinforces the airline’s position as a frontrunner in digital cargo services.

CRM360: one global service model
In parallel, AFKLMP has continued to invest in service excellence. With the rollout of CRM360, developed in partnership with Salesforce, the airline now operates a unified customer relationship management platform across 68 service stations worldwide.

The deployment — executed over 16 months in 15 waves — concluded with the final go-live in Cairo for Northwest Africa & Levant. CRM360 combines cutting-edge technology with the expertise of local service teams, enabling closer collaboration, faster response times, and a smoother customer experience.

This new CRM platform is unique in the industry and opens the door to AI-enabled services that will empower our teams to focus on the most value-added customer interactions. For our customers, it means optimised time to market and an even higher level of service. Continuous feedback from employees and customers has played a key role in shaping and refining the platform.

PLUS service level: proven customer value
Launched just two years ago, AFKLMP’s PLUS service has rapidly become the preferred choice for customers seeking added assurance for their shipments. With thousands of bookings already completed, PLUS consistently delivers on its promise of preferential handling and faster recovery in the event of operational challenges.

Why customers choose PLUS:

  • Priority loading: Shipments receive loading priority.
  • Swift recovery: In case of irregularities, PLUS shipments are handled first.
  • Proven satisfaction: Over 90% of customers who 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 cargo to specialized solutions.

Continued focus on transformation
GertJan Roelands, SVP Commercial at Air France KLM Martinair Cargo, said, “Reaching 91% digital bookings, completing the global rollout of CRM360, and seeing the 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 commercial 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 continues. 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, empowering customers to stay in control 24/7. Ultimately, our goal is to deliver the best possible experience in the industry.”