Session 3 Question:
This week we talked about Customer Relationship Management (CRM) as a process and as a software application. Based on the CRM concepts learned, answer the following questions:
List the customer data elements generated when a customer interacts with an airline by (a) making a reservation, (b) using frequent flyer miles, and (c) completing a flight. How does information from CRM improve these interactions ?
Answer as below:
(a) By making reservation, we need the following for customer profile:
- Personal Information (Name, Age, Gender, Nationality, ID no.)
-Membership ID and passport no.
-Mailing and e-mail address
-Contact number
-Marital status
-Occupation
-Destination
-Country of residence
-No. of passengers traveling (No. of adults, children and infants)
-Departure date and Return Date and Time (length of the trip)
-Trip Type (Round Trip or One Way)
-Cabin Class (Economy, business, First Class)
-Payments Method (credit card or cash)
-communicate language
-Booking reference
-Meal preference
-Special assistance
-Reservation no. (for on line check in or cancellation)
(b) Using frequent flyer miles:
-earn or redeem miles/points
-Passenger name
-Membership number
-Departure date and return date
-Booking reference
-Miles gained from the booking
-Frequent of flying (year/ month)
-Flying purpose
-Destination
-Cabin class
-Travel history
oneworld frequent flyer programmes (information from Dragonair)
American Airlines AAdvantage
British Airways Executive Club
Finnair Plus
Iberia Plus
Japan Airlines Mileage Bank
LAN - LanPass
Malév Duna Club
Qantas Frequent Flyer
Royal Jordanian Royal Plus
Once customers had provide all their personal information to airlines, it had automatically build up to the CRM system, airlines is able to track all the customers data from CRM system.
When customers book the same airline again, they just have to login their member ID and password to retrieve their own record which can minimize the re-entry procedure.
By checking the record of the customers, it can enhance the efficiently of the staff. In additional, airline can offer hotel packages or car rental by cross-selling, up-selling and product bundling.
Customer can earn the flyer miles after they finished the trip, they can exchange gifts, coupon, get discount or free air ticket, upgrade their class from economy to business etc. This is one of the selling point to retain customer.
(C) Completing a flight:
Questionnaire includes:
-Level of satisfaction of employee
-Level of satisfaction to the flight
-Level of satisfaction of check in service
-Level of satisfaction for on board
-Level of satisfaction of beverage
-Any feedback / comment/ suggestions
-Any complaint
-Any recommend
When customer finished the trips, they can give their feedback by fill in the questionnaire.Airlines can use such information to understand more about customer’s satisfaction and dissatisfaction though the CRM system.
Airlines can target their customer into different segment and so provide better service and business strategy, like promotion and special discount to retain customer long-term relationship in order to gain profitable growth and increase customer satisfaction. Personalized services can provide to customers with next trip as well.
What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database?
Answer as below:
CRM system is a set of integrated tools that help you to manage different aspects of customer interaction. It helps you to manage key business function areas - Sales, Marketing and Customer support.
CRM help to streamline business-customer communication focusing on improving customer satisfaction identify and establish customer relationships, which are most profitable to your business.
Customizable reporting and information database, billing and accounting tools, sales and marketing management tools are just few components that compose a complete CRM system.
The benefits of CRM are as below:
-CRM enables sales force automation. You can supervise tasks, track employee performance, provide timely guidance and appraisals.
-CRM software systems help to track marketing activities, accurately study market trends, identify future prospects, draft effective marketing strategies.
-With CRM systems you can securely store customer data, determine customer preferences, provide one-to-one customer services, improve customer satisfaction and maximize customer retention.
Link for reference:
http://www.wisegeek.com/what-is-crm.htm
http://en.wikipedia.org/wiki/Customer_relationship_management
http://www.avidian.com/crm/how-crm-works.aspx
Dragonair website:
http://www.dragonair.com/da/en_INTL/homepage
Self Check-In Kiosks:
http://www.dragonair.com/da/en_INTL/atairport/kioskdemo
Dragonair promotion:
http://www.dragonair.com/da/en_INTL/offerspromotions/event
Asia Miles
http://www.asiamiles.com/am/en/homepage
Dragonair frequent flyer programme:
http://www.dragonair.com/da/en_INTL/ffp/others
Really appreciate the very detailed answers to Q1 ! You are right that storing all possible data about the customer can reduce the amount of re-entry.
回覆刪除For Q2, The customer can also be recognized consistently no matter which employee or department he/she is dealing with. Sales, Marketing and Customer Service are also able to get feedback from each other thru the system (e.g. a sales person can still follow up what happened to the customer even after the sale, the marketing department can find out whether the customer referrals they made to the sales team actually became paying customers, etc.)