Air France 2009 Annual Report Download - page 20

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Streamlining the travel experience
The Group’s many technological innovations
are aimed at streamlining the travel experience
for its customers. e-services are used by more
than half of Air France-KLM’s customers who
can choose the check-in channel which suits
them the best: check-in at the airport using
self-service kiosks or online at home or in the
office. Since February 2009, check-in by mobile
phone has also been available on short and
medium-haul routes and, from mid-June, on
flights to the French overseas departments.
Passengers receive their boarding cards by
SMS or MMS in the form of a bar code which
they present on boarding. Lastly, since March
2009 on the Paris-Amsterdam route, Air France
has been experimenting with a new automated
boarding system known as Smartboarding,
which combines biometric technology, RFID
and thermal printing in a personalized boarding
card, meaning passengers no longer need to
show their identity papers once in the boarding
lounge.
Securing the loyalty of our
customers
In March 2009, the Air France group unveiled
its new logo and aircraft livery. The airline also
carried out a review of its brands aimed at
making them simpler, more intelligible and more
consistent. L’Espace Première and L’Espace
Affaires thus became Première and Affaires
while the Tempo economy class was
re-branded as Voyageur.
While putting the emphasis on products
destined for high contribution passengers,
Air France is launching Premium Voyageur,
a new cabin class available on some long-haul
flights as of October 2009. This new class
offers a greater degree of comfort than in the
economy cabin at a very attractive price. It is
primarily aimed at customers in small and
medium-sized businesses however, during this
crisis period, it is also a response aimed at
stemming the flow of business passengers to
economy.
Innovative solutions to satisfy our customers’
expectations
Investment in innovation and product quality is increasingly prioritized
in order to secure customer loyalty.
Flying Blue frequent flyer
program
An important contributor to the customer
loyalty strategy, Flying Blue is enjoying
steady growth. Launched in June 2005,
Flying Blue, the frequent flyer program
common to the two airlines, has increased
its membership from 10 million in 2005 to
15.4 million in 2008. Flying Blue enables
miles to be earned and redeemed on the
flights of SkyTeam member airlines as well
as with 130 air or commercial partners. It
has won numerous awards recognizing it as
the leading frequent flyer program in Europe.
Flying Blue members now benefit from
a new search engine enabling the availability
of reward tickets to be consulted over a
period of two months around a chosen date.
This functionality has proved very popular
with internauts, as seen in the steady growth
in online bookings.
18 Air-France KLM - Annual report 2008-09