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 ?
What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
Answer
Referring to the Drogon Airline's home page, we can know:
http://www.dragonair.com/da/en_INTL/homepage
When customer marking a reservation, the following data elements will be generated:
- original / arrival destination
- depart and return time
- Number of passengers
- Class selection (Economy/Business/First Class)
- Memebership number / Asia Miles number if any
- Title
- Customer name (name should be exactly as they appear on passport)
- Email address
- Contact number
- Meal preference
- Destination Contact
- Credit card information
By using the CRM system, we can know the above imformation to identify the customer needs, attracting the new customer, create the differntiation with the competitors and retain the customer long-term relationship.
The benefits of integrating the sales, marketing and customer support function by using a single software package and centralized database are:
- Increase customer satisfaction
- Reduce direct-marketing costs
- More effective marketing
- Lower cost for customer acquisition or retention
- Increased sales revenue
- Lower churn rate
Comprehensive data elements are provided in Q1. For Q2, you may offer some supporting explanation. For example, the customer can 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.) All of this leads to more effective marketing and increased customer satisfaction.
回覆刪除Hi Jenny,
回覆刪除The airline company can collect much personal information from the customer, such as contact method (email/ tel), journey details, lifestyle and consumption preference, etc.
By using those data, they can send the corresponding information to the customer in order to promote their product & service. At the same time, the membership and miles system can build-up the customer's loyalty and keep the long-term customer relationship.
Meanwhile, the online booking system can reduce the operation cost, as no retails/dealers shall be required. The airline company shall use those capitals for another investment or promotion as well as reduce the price of the ticker.
Of course, it is also convenience to the customer. Since they can buy the ticker in everywhere and anytime, it is increase the customer satisfaction.