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: CRM system which capture and combines customer data from all over organization, so it can be analyzed who are most loyal and profitable customers.
(a)There are customer service in CRM system, which assign and manage customer service request for loyal customer, when customer making a reservation, CRM get costumer historical data, such as gender, business type, seating preference, contact informations and meal preference
, flight company can provide tailor made service to costumer.
(b) After costumer earn flyer miles, they can redeem their rewards. CRM can identify costumer flyer mileage balance, available options for redemption and expiry date of mileage balance,can observe which costumers are more profitable and loyal.
(c) CRM can make behaviour predication when costumer completing a flight, know the costumer needs and request from before flight, help sales staff increases their productivity; provide quality and tailor-made service.
CRM can make more effective marketing, up-selling costumer such as upgrade economy class to business class; lower costs for customer retention and increased customer satisfaction from customer loyality, using flyer miles.
CRM can also streamline all customer-facing operations due to the centralized database and integrated functions. There's no need to re-enter the same data into multiple systems and keep asking customers to repeat information (e..g name, address, inquiry) that they've already given before.
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