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 ?
(a) making a reservation
Embarkation and Destination airport, Departure / Arrival time, seating class, passenger name, contact details , form of payment, fare
(b) using frequent flyer miles
Miles earned of each trip and accumulated points
(c) completing a flight
Level of satisfaction of using service
What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
Using a single software package, customer information is combined and analyzed so the result can be distributed for different needs.
Collecting the information from Sales, company knows how the customers buy and differentiates customers into different groups. Different levels of customer support then are provided to the different groups such as depends on what the customer usually buy. From the information analysis, promotion programs can be launched to attract the target groups efficiently. For example, customers get discounts based on their usage. Extra information collected from the marketing campaigns is available to the sales department to know what the customer needs. More accurate products information can be provided to help generating sales.
As a result, the operational cost is lowered and customer satisfaction is increased from providing a one-stop service.
Noted your answer ! For (b) using frequent flyer miles, the items or flights to be redeemed with the mileage can also be recorded. This can help the company understand the preferences of customers in their rewards program.
回覆刪除For (c) completing a flight, information about the pieces of luggage, seat requests, meals ordered, duty free items ordered, may also be
recorded.
You're also right in saying that using a single CRM package lets the customer experience one-stop service instead of having to contact each department separately.