Session 3 - Assigment One 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:

1. 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 : Related to the customer data an airline by making a reservation, that is including the name of the customer, departure date and time, destination, seat class, telephone, e-mail address those information will be apply to the CRM system to interaction with the customer. There is an opportunity to begin or maintain a relationship with customers. For the flyer miles, once the information build up to the CRM system, the company is able to track all the customers data, which is the best analytical tools, such as…. the customer behavior prediction to the segmentation and targeted marketing. What they can see is the customer is travel by business or tourist and where is hottest place they most to travel. Who are our most loyal and profitable customers. Such information is useful for the company to analyze the market direction easily and accurate.

2. What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database?

Answer : Like I said, once the date input to the CRM system, they can set up customer’s chain to maintain the relationship with their customers. The marketer can base on the customer behavior to offer another service to their loyalty customers and offer some promotion tickets to retention the old customers. So, the sales team can base on the direction from the marketing team to approach the customer and sales the production according to their buying behavior. So, that can maintain the old customer and also increased sales revenue. The customer support department is able to follow up the comments from the customers after used their service. Like the food, condition, service to able the company can keep improving that to better than other competitor.