Session 3 question

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

1. The data elements needed are :

- Origin

- Destination

- Depart date

- Return date

- Trip type

- Numbers of passengers (Adult or Children)

- Cabin class

- Membership number or username of flyer miles

- Names of passengers

- Payment

- Passport number

- fixed or flexible travel dates

The information from CRM help improve the staff productivity as they can handle the order more efficient. Besides, the customer service requests can be assigned and managed more appropriately. And the CRM can identify the opportunities for cross-selling, up-selling and product bundling.

2. By using a single software package and a centralized database, the customer satisfaction can be increased as from the information from CRM, we easily know what products or service is most suitable for the customer. Besides, it can reduce the direct-marketing costs and the marketing will be more effective. Marketing campaigns and analyze the results will be more easy by using CRM information. The customer acquisition or retention cost will be lower and the sales revenue will be increased. Finally, the churn rate will be lower as well.