Agility, reliability and trust: the three pillars of the new LATAM Cargo strategy

LATAM Cargo, the new brand that groups together LATAM Airlines Group’s cargo affiliates, has presented a new commercial strategy supported on three pillars: agility, reliability and trust. Its execution involves the implementation of a series of initiatives, including the development of a new product portfolio, which will have a direct impact on the service experience.

Customers are still the main focus of all of the company’s decisions, developments and actions. This new strategy responds to their needs and seeks to strengthen the relationship of trust and transparency that we share with them, backed by high standards of service and more convenient and reliable solutions”, Álvaro Carril, LATAM Cargo’s Commercial VP.

The interaction and closeness to customers was key to the design of this strategy and its developments. To this end, LATAM Cargo deployed a specialized work team whose focus is to collect information provided by customers and transform it into concrete actions. “Our customers’ feedback is key to the design of a solid and streamlined system, in accordance with their requirements and needs. This will allow the LATAM Cargo operator group to better address the air cargo industry’s current context and adapt faster to its changes”, highlighted Gabriel Oliva, Marketing and Commercial Development Director at LATAM Cargo.

With its new strategy, the group of airlines that operate under the LATAM Cargo brand are seeking new ways of dealing with the current market by offering customers an agile, reliable and unified service throughout the network, with more robust products and integrated communications channels; thus becoming the best air transport option to and from the region.

First developments

Based on the pillars of agility, reliability and trust, the LATAM Cargo operator group has been developing new processes, products and services that provide value to its customers. Such is the case of the Pharma product, which was launched in 2015 and incorporates features such as maximum load priority, rigorous temperature control and constant communication with customers, among others.

PHARMA-baja

Another recent implementation is the Cargo Rewards loyalty scheme, whose goal is to reward the loyalty of customers who choose the LATAM Cargo group. The program currently rewards around 80% of all tons shipped, with customers accumulating miles that can then be exchanged for flight tickets on oneworld® airlines.

Additionally, and in line with the building of a new corporate identity, the new website www.latamcargo.com was launched in the beginning of May. With new design and improved navigability, the new site integrates all of the information, products and services offered by the LATAM Airlines Group’s cargo unit, moving forward in providing a more unified and agile service throughout the network.

Upcoming launches

During the second semester of 2016, LATAM Cargo will offer a new product portfolio for its international business, designed to respond to cargo customers’ diverse needs on the basis of clear promises and the development of processes and systems that ensure consistent delivery.

According to our customers’ needs, the new portfolio will include different types of products with specific attributes for each shipment, ensuring clear agreements and the transparency of information. Moreover, products will feature a new and innovative routing alternative, making more service options available”, Gabriel Oliva, Marketing and Commercial Development Director at LATAM Cargo.