Session 3: Assignment 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:
Q1. 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?
Ans: Customer will need to enter some of their personal information, such as name, gender, address, nationality, day of both, phone no., e-mail, Job……). Besides, they should input the destinations, fight detail (fight time, go and return date), cabin class, payment detail……For these customer which had been in a membership, that can also check their travel history, how much of frequent flyer miles they had gain, any discount is giving on current time.
Using CRM, Airline Company can through the above information and do different marketing plans to satisfy their needs. Besides, they can send a mail to update customer the promotion and special discount to attract customer interest to increase the sales revenue.
Most of the airline company also has a questionnaires part, it can help to get the feedback from customer, such as the food, and both on fight and check in service……According of the result, company can do their internal review and meeting to see what they need to improve to do better.
Q2. What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database?
Ans: - Save the cost for other software development
- More effectively and efficiently for internal conversation by using a unity system
- Save time for the date input for different dept. because all the information from customer only need to entry one time, then it will be share to each different dept. (sales, marketing, customer services dept……)
- Update on time for all date and it can be most immediately to show out to both internal and external
- Increase the communication and relationship with customer
Good points ! The customer can also be recognized 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.)
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