Customer Relationship Management In The Airline Industry

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INTRODUCTION

Customer relationship management:-
1. Customer Relationship management is a service based on customer input, customers’ requirements, direct online communications with customer and customer service centers that help customer to get their problems solved.
2. Sales force automation. This function can implement sales promotion analysis, automatic tracking of a consumer’s account history for repeated sales or future sales, and also coordinate sales, marketing, call centers and retail outlets in order to realize the sales force automation.
3.
4. Use of technology. This feature is about following the technology trend and skills of value delivering using technology to make “up-to-the-second” customer data available.
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The emphasis is on the service to the customer – not only to offer and sell one product but the complex service the product is one part of. According to the UK Chartered Institute of Marketing, the subject can be described as follows: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” The crucial word in this definition is “anticipating” which means to count on in advance. Therefore it can be said that marketing is a dynamic discipline where customer requirements are in a constant state of development and change. Airline industry is an environment where changes occur continuously, therefore successful air carriers are able to anticipate changes as well as prepare and be ready when it occurs. Unsuccessful airlines are those who wait for change to take place and then try to adapt to the new standards. A reactive approach instead of pro-active approach. The standard marketing model follows the “4Ps”, which means…show more content…
CRM is an indispensable component of a corporate strategy of airline companies. It is a mean of differentiation of airlines from their competitors in the eyes of customers.
6 Customer Relationship Management is an interactive process which aim is to get an optimal balance between company’s investment and satisfying the customers’ needs. The optimum balance is determined by the maximum profit of both sides. The key roles of CRM installing
In-to practice are:
- Change of view of the business contract with the customer. There is a need to come from a short tightened individual contract to the perception of cooperation in a long run. It is a transformation from perceiving the aims to perceiving the effect
- Transformation from the product-perceiving marketing to the customer’s perception understanding. It means that what truly matters is the customer, not the
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