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 package and a centralized database?
1. The data elements listed below will be generated when a customer interacts with an airline at different stages:
1a) Making a reservation
- Passenger details (include name, id card number, contact number, gender, date of birth, email, any dietary/meal requirement)
- Date of departure
- Date of return
- Destination
- Cabin class (economy, business/upper class)
- Ticket type (single or round trip)
- No. of passengers traveling (No. of adults, children and infants)
- Flight no. selected
- Purpose of travel
- Total fare
- Payment method
- Reservation no. (for checking, cancellation, online check-in etc)
1b) Using frequent flyer miles
- Frequent flyer program
- Frequent flyer number
- Miles gained from the booking
1c) Completing a flight
- Number and weight of luggages, and number of hand carries
- Feedback and suggestions by the customer
Using CRM, customers can simply type in their name and password to retrieve their own record. This helps them to reduce the time in typing their information every time. By checking the record of the customers, the airline company can understand the customers’ needs, and therefore, can achieve customer satisfaction. They can also offer additional services to customers, such as hotel packages and car rentals, by knowing their information. This is one of the marketing applications in CRM.
By keeping a centralized database, all departments can share the same version of data. Firstly, it reduces the time on multi-typing in duplicated files. Secondly, the information in the database can be used by all departments. For examples, marketing department can check the sales to determine which marketing strategy they should implement. They can also use those data to issue sales, marketing and service planning.
Sales, marketing and customer support can make good use of the customer data for checking, analysis, and to issue sales, marketing and service planning.
In addition, by gathering all the information from sales, marketing and customer support, they can be able to make an integrated report for the company. They can measure the customer lifetime value and identify the most profitable and loyal customers.
It is easier to transfer data from one department to another by using a single software package. It improves communication between departments since they are just like using the ''same language''.
Very comprehensive answer ! It's good that you've mentioned feedback and customer suggestions as data that can also be collected after customers have completed a flight.
回覆刪除For Q2, it's good to compare using the same software package as similar to speaking the "same language". This means the customer can be recognized and treated 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.)