August 26, 2025
Lufthansa Cargo Optimises Online CX for Faster, Clearer Services
When it comes to the aviation customer experience, much of the focus is on improvements at the departure lounge, the consumer app and in-flight experience. Pity airlines’ poor cargo businesses, with crews on over-night flights, non-glamorous routes, and low levels of digitisation, according to a recent IATA report.
Also pity the charter and booking agents scrabbling to find planes and cargo space using decades-old processes whenever a priority request sets fire to their inbox.
Taking steps to improve the customer experience for cargo aviation, Lufthansa Cargo has updated its service with a freshly optimised set of digital services from booking to shipment tracking. The improvement creates a more intuitive, clearer process for shippers, requiring fewer clicks.
eBooking for Air Cargo Freight, With 50% Time Savings
Through the optimised “eBooking” user interface, that features a shortened booking process for standard shipments, customers can now book their general cargo shipments in around half the time it previously took. The new function for saving recent searches can reduce that further to around 30 seconds. Customers also benefit from a clear overview of routing options and other practical functions, such as the display of relevant station information.
A revamp of the “eTracking” shipment tracking service adds a newly designed user interface. Now, customers can track their freight shipments more clearly and easily. Providing live transparency, proactive email notifications along the transport chain and in the event of deviations from the original transport plan keep agents in the loop.
Customer Feedback Drives Better Processes
The new online experience was developed in close cooperation with the Lufthansa’s cargo customers. Their feedback was specifically incorporated into the optimisation of the booking steps – and also forms the basis for future developments.
“Our new booking process delivers exactly what our customers wanted: fewer clicks, a clear overview, shorter processes and faster communication. It not only makes bookings easier, but also significantly more effective. And we are not stopping there: we are continuing to invest in innovation and focus specifically on AI to accelerate processes, increase transparency and improve service.” Says Marcel Kling, Head of Digital Sales at Lufthansa Cargo.
With these and future innovations, Lufthansa Cargo is driving the digitalization of air freight through ongoing improvements.
- Since spring, customers have also been able to book dangerous goods shipments digitally.
- In May, the company also developed an AI solution that processes booking enquiries by email faster and more securely.
- Numerous innovations are on the way to continuously improve customer experience.
- Planned improvements include the integration of additional services, such as CO2 offsetting.
With the chaotic landscape around commercial shipping markets, time-sensitive shipments helping beat the current tariff Whac–a-Mole game, air freight has never been more important. And the industry’s evolution to a CX focus is something CXM will pay close attention to, if players have any stories they would like to share.
