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.
1. Flight pattern
2. Customer's performance
3. Destination
4. Airlines
How does information from CRM improve these interactions ?
Above data will let us know that when is peak season? Which destination does customer usually book business class ? How much does customer spead on flight per year? How frequent does customer travel per year?
Above information can help companies improve the process of making a reservation, taking a flight or using frequent flyer miles.
What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
- Sales
- Help sales staff to meet customer satisfaction and improvement. The system gives them the updated product and pricing information, all the promotions/discounts available, and the customer's up-to-date record. This helps them do their job more effectively and even allows them to give personalized services to customers at the time of sale.
- Marketing
- Manage marketing campaigns and analyze the results i.e. special offer/ promotion
- CRM identifies opportunities for cross- selling, up- selling and product bundling,
i.e.hotel package
- Customer support
- Assign and manage customer service requests i.e. increase manpower in peak season
This is a good start. For the question: "How does information from CRM improve these interactions ?", you can explain how data stored in a CRM system can help companies improve the process of making a reservation, taking a flight or using frequent flyer miles.
回覆刪除For benefits to sales people, the system gives them the updated product and pricing information, all the promotions/discounts available, and the customer's up-to-date record. This helps them do their job more effectively and even allows them to give personalized services to customers at the time of sale.