Question 3
- 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:
b) For using frequency flying miles - The member card number/customer name and ID/Passport number should be use to identify the customer. The membership can also enhance the customer loyalty to the airline.
c) For completing a flight - The customer name/ID should be use to identify the customer.
For use the CRm system, the airline can be know the customer through the system and increase the satisfaction of the customer. The airline promote the special plan to the customer which select out from the system because the system had contains their details (e.g. favourite destination, flight seat, meal request and favourite magazine or newspaper).
2.The intergartion can be reduce the unnesscary resources and more efficency on the system use. The system intergartion can be save the cost on the system maintenance. The customer data can access in one system and staff no need to input the data into different system to waste the time and resources.
For 1a), the customer would also provide booking details (origin, destination, travel dates, preferred travel time, no. of passengers travelling together).
回覆刪除For 1b), the customer would also inform the airline which products/services they wish to redeem with their frequent flier miles.
For 1c), the customer may provide both positive or negative feedback about their flight experience.
CRM integration of sales, marketing and customer support can save time and money as well as improve efficiency and decision-making. Other than this, it can also allow these three departments to offer consistent treatment to customers no matter which stage of the CRM lifecycle or which department they are dealing with, because everyone sees the same set of data about each customer.