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?
- Personal information (name, address, age, nationality, phone number, e-mail)
- Departure and return date
- Destination
- one way or two ways return
- Number of passengers
- Type of class
- Membership data (Asian Miles number, User name)
- Meal preference
- Payment method (credit card, cash, e-payment)
CRM software provides a lot of information for both customers and companies. It helps companies understand customers’ wants, thus to improve their servicing. Moreover, customers’ satisfaction also helps in marketing planning and the future policies.
What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database?
- Company no need to hire more people to handle the customer’s request, it can reduce the cost.
- A 24 hours online reservation can increase the sales revenue of the company and satisfaction of the customers.
- Customers do not need to re-entry their personal data every time, it helps to speed up transactions. Even for check in, retrieved for baggage is more convenient and effective to customers.
- Airlines are sending promotion to all the registered customers by e-mail, it can attract and enhance the long-term customer relationship.
- Company can control and monitor it more efficiency as CRM system shows all the previous customer interactions, it helps to solve customer’s problems more quickly.
Good points ! 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.)
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