Air France-KLM introduces ‘What Counts’ service bundle

Air France-KLM-Martinair Cargo is introducing a new bundle of services – including cargo booking capabilities – for small and medium-sized enterprises, under the name “What Counts.”

The services include a loyalty program based on Air France-KLM’s BlueBiz program for passengers, through which cargo customers can earn credits to spend on airline tickets. What Counts can also be applied to the carrier’s myCargo digital portal, which contains services for online quotes and booking, shipment notifications, and tracking and online claims, among other customer-service offerings.

Air France-KLM has been developing the What Counts program in the Netherlands since early 2017. According to Gertjan Roelands, vice president of cargo for Europe, the carrier has since “seen our market share and customer satisfaction growing in this specific customer segment in the Netherlands.”

Air France-KLM is currently introducing What Counts in Germany, the United Kingdom and Italy, and will expand the program to the rest of Europe during the first half of 2018.

The program has been especially successful among small and mid-sized customers for its customization options, Roelands said, as Air France-KLM can approach each customer with services for their specific needs.

“Big data and a sophisticated CRM [customer relationship management] strategy make it possible for us to adopt this approach,” he added.