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16 _ Air France-KLM 2010-11 Annual Report
IN THIS RESPECT, THE LAUNCH
OF NEW BUSINESS OFFERS HAS BEEN ONE
OF THE YEAR’S REAL ADVANCES.
EV: Starting with the 2010 Summer season, KLM effectively
launched its Europe Business Class on medium-haul flights.
Our customers benefit from a more comfortable seat with
increased leg-room. Our services have also been improved:
in the Boeing B737 fleet, each seat now has a socket
for recharging electrical appliances. On the ground there is
priority on departure and arrival, at check-in and for lounge
access, baggage handling, etc.
CB. For its part, Air France is developing its long-haul
Business product. In late 2010, we started to install a new
structure comprising a lie-flat seat bed over 2m in length,
one of the most spacious on the market and better adapted
to working, relaxing and sleeping. Its controls are simpler
and each passenger has a large 15-inch screen in 16:9
format. As of the summer of 2011, some twenty aircraft will
benefit from these new cabins and, by 2013, nearly forty
aircraft will have been equipped.
All our efforts are in the same direction which is to reinforce
the customer service culture at Air France and KLM.
KLM Europe Business Class
a high-quality travel experience
With its new Business product in medium-haul, KLM
offers more legroom and guarantees an empty middle seat.
In addition to improved ground services, KLM has revamped
its in-flight catering with varied menus and a mealtray
designed by Marcel Wanders.
ONE OF YOUR GOALS IS TO BETTER
DIFFERENTIATE YOUR OFFER.
CB: Yes. A number of working groups are looking into how
we can differentiate but also personalize our offer. This
differentiation is aimed at growing our customer portfolio,
particularly in emerging countries and with individual
passengers. We are also going to offer new à la carte options
so that each passenger can personalize their travel.
EV: One of our challenges will also be to enable our
customers to benefit from the advantages of our scale
in the market. We plan to increasingly secure their loyalty
notably by making our Flying Blue frequent flyer program
even more attractive. With more than 130 partners it is the
leading loyalty program within Europe. Lastly, we are going
to further improve our services for Business and La Première
customers.