Air France 2015 Annual Report Download - page 6

Air France and KLM are engaged in large-scale
modernization programs. What are the main
characteristics?
F. G. The world is changing, markets are
developing and the digital revolution is
driving a profound transformation of our society.
Faced with these challenges, we need to be
ableto adapt and respond to both our customers’
requirements and the aspirations of our
employees. I have launched an ambitious
modernization program at Air France, with the
introduction of simpler and more innovative
operating modes, based on cooperation,
cross-functionality and transparency. A digital
transformation, the streamlining of our
processes, new management practices,
permanent diusion of customer feedback
across the company and the refurbishment
of our working spaces are the cornerstones
of this program. In 2020, Air France will be both a
company more focused on customer satisfaction
and a great place to work.
P. E. To become Europe’s most customer
centric, innovative and ecient network
carrier, we need to be leaner, more agile and more
protable. In 2015, KLM took important steps
towards reducing costs and increasing
productivity through new collective labor
agreements and the design of a high performance
organization to be rolled out in 2016. Other
transformation programs are specically focused
on digitization, operational excellence and the
customer experience. This transformation with
make KLM more agile and ecient, increase sta
engagement and give them more room to
innovate. All this will help us to deliver an
enhanced customer experience at a lower cost.
In terms of digital innovation, how do you plan
tosurprise your customers in 2016?
P. E. Since 2009, KLM has been a pioneer
onthesocial media and “webcare”.
Everyweek, we receive over 100,000 messages,
including more than 10,000 questions and
remarks to which we aim to send a personal
response within the hour. We have also
introduced new functionalities to improve this
service to customers. For example, since
March30, 2016 customers have been able to
receive their personal travel documentation and
ight status updates rapidly via the Facebook
Messenger chat app. The most important aspect
remains, however, our determination to make a
dierence for customers by making their journeys
with us a truly memorable experience. In 2016,
KLM will continue to surprise its customers by
taking the personalized approach via social media
to an even higher level and by a combination
of articial intelligence and personal contact.
F. G. At Air France, our digital innovations are
contributing to developing sales.
Ourwww.airfrance.com website is already the
number two French website in terms of revenues.
In 2016, the realization of our digital projects
willalso enable us to oer customers increasingly
personalized support, with the right message at
the appropriate time, on the right communication
channel. For example, we are developing
mobile-based notications to facilitate airport
transit. In addition to all our digital tools,
likePieter I am convinced that we can make a
dierence for customers by oering them an
attentive service across our entire product
andservices proposition, both at the airport
andon board. Allour teams are working on this
on adaily basis everywhere in the world.
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AIR FRANCE-KLM
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