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) Destination(from where to where)
(2) Every and total flyer mile of flight
(3) Length of services usage/Total usage per year
(4) When does they complete the flight last time
(5) Feedback and suggestion of the customer
How does information from CRM improve these interactions ?
Using this data, the company can get more messages about what the customer need. To provide a suitable service to them, the company can base on the data to find it. Because when the customers complete the flight, they need to fill in the questionnaire about the feedback and suggestion of the flight. This can make a channel for the company to improve there insufficient. No doubt, this information system can achieve one of the business objectives which are attaining customer intimacy and services.
What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database ?
Spending less cost/time to the customer but generating more profit is the benefit of using this single software package.
This single software package can provide a platform between the company and customer.
Through this software, the company can get more messages about what the customer need. After using this, they can know that what kinds of services are more popular and which customer is more valuable. Also the feedback and suggestion of the customer.
After receiving some information, the company can easily to find what is our profitable customer like? How can we find more customers like them. They no need to use more time/cost to doing the research. Also base on this point, they can generate more profit than using the research.
For Q2, with the use of an integrated CRM software package, the customer can also be recognized consistently no matter which employee or department he/she is dealing with, since all employees have the same consistent information about each customer. 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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