Air France KLM Martinair Cargo (AFKLMP) has announced it 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.

GertJan Roelands, senior vice president of commercial at AFKLMP Cargo, said: “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.”

Over the past eight years, AFKLMP Cargo 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 Cargo 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 Cargo’s worldwide commercial teams. It reinforces the airline’s position as a frontrunner in digital cargo services.

In parallel, AFKLMP Cargo 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 the airline’s teams to focus on the most value-added customer interactions.

For its 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.

Launched just two years ago, AFKLMP Cargo‘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.

Roelands 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.

“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.”

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