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14 _ Air France-KLM 2010-11 Annual Report
One ambition: to be the airline that best fulfils
customer expectations and, particularly, the leader
in mobile technology.
REINFORCING OUR SERVICE CULTURE
THE FIRST GOAL OF THE EMBARK PROJECT
IS TO REINFORCE THE CUSTOMER SERVICE
CULTURE. WHY?
Christian Boireau. Air France-KLM has a strong reputation
for customer service. The Group needs to affirm its
leadership in this area and make it a significant part of the
value added within an increasingly competitive environment.
This means evolving in tune with our customers. They are
familiar with the internet, are equipped with smart mobile
phones, increasingly participate in social media, and are
looking for more autonomy and greater freedom of choice.
At the same time, our customers want a more personalized
service and the ability to maintain a dialogue and build a real
relationship with Air France and KLM.
Erik Varwijk. New customer expectations are also
emerging globally, particularly in rapidly-growing countries
and our ambition is to be the airline with the best solutions.
To enable us to adapt to a world that is undergoing
a profound transformation we have launched a new
customer-centric dynamic within the framework of the
Embark strategic plan. This dynamic concerns all our
activities globally, meaning firstly, of course, the passenger
business but also cargo and maintenance.
CHRISTIAN BOIREAU
Executive
Vice President,
French Sales
(left)
ERIK VARWIJK
Executive
Vice President,
International and
The Netherlands
(right)