I believe in the value of appreciation and encouragement that contributes to a high level of employee engagement. And, Employee Engagement is key to customer engagement. Employee involvement and appreciation are at the heart of our society and how we offer excellent customer support. And, that’s what CRM is. We don’t want to push our ideas onto customers, we simply want to make what they want.- Laura Ashley
Customer Relationship Management (CRM) is a vital aspect across all service sectors. It is a must factor to be considered in any business that Customer Service should not just be a group, it should be the whole company.
Customer relationship management is concerned with the engagement and sharing of knowledge between companies and their customers and other stakeholders. Its mission is to find out how to address all the needs and expectations of the company’s target groups, while at the same time covering the company’s objectives and bottom line. After all, customer satisfaction is directly related to business performance, so any measures that increase customer satisfaction will greatly increase corporate performance overall.
The data needed for CRM comes in different communication channels, such as official corporate websites, call centres, emails, combined loyalty programs, data mining, and the use of social media. This paper intends to establish a smart data-driven method for improving CRM with reasonable use of Artificial Intelligence and the Internet Of Things.
Communication is the center point
For these reasons, effective and careful CRM aviation methods are crucial if we are to remain competitive in the marketplace. While airlines are known to give incentive packages to their loyal patrons, successful customer relationship management goes beyond that. It needs hiring and maintaining workers who are not only patient but also competent in airline policies and systems. The faster they can clarify and solve a problem, the better the airline can run, and the more happy customers can be. This means that staff will require daily training and make sure that they are as acquainted as possible with the specifics of the company as it would be relevant from the perspective of the customer.
The pressure does not have to fall wholly on employees, however. Social networking is a perfect way to communicate with clients, use friendly updates to notify them of the correct protocols to follow and alert them of any possible issues that occur. It’s no wonder that people around the world spend a lot of time on social media, so the more an airline presents itself online, the more probable it is that customers will see it. That way, consumers set themselves up for better service by learning how things operate while being confident that airlines respond positively to them as individuals.
When it comes down to it, airline passengers are not necessarily looking for something different from any other kind of customer. They want a fast, efficient, customized experience and, in the situation that the service is not up to a fair standard, they want alternatives.
CRM for Airlines
- The core service for all airlines is providing basic transportation.
- All other services like the choice of in-flight entertainment, onboard meals, quality of cabin crew, special assistance, etc are supplementary services aiding the core service.
- Supplementary services help in product differentiation of the core product and create a competitive advantage by facilitating the use of core services and enhancing the value of the core service.
- An airline’s effective CRM program can be a significant factor for sustainable revenues, product differentiation, achieving operational efficiency, and long-term growth of the organization.
Highlighting the main focus of Paper
- Identification of the factors which result in dissatisfaction with the customer and loss of business and how these can be improved with emerging technology concepts like the Internet of Things (IoT) and Artificial Intelligence (AI).
- Identification of high-value passengers based on travel history by using advanced technologies at the airport. An airport has to become a smart airport using technologies like face recognition and become a center for data collection.
Read at: https://link.springer.com/chapter/10.1007/978-3-030-64849-7_58
Benefits of Data-Driven CRM:
- To Airlines
- To Airports
- To Passengers
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Airline benefits of Data-Driven CRM
- Existing CRM has drawbacks that cannot capture the entire passenger behaviors.
- Data from the airport can assist airlines in clearly identifying frequent travelers and IoT & AI can assist in identifying the areas of concern for the passengers and offer improvements.
- Improvement in Customer Relationship Management can result in an increase in revenues through customer retention.
The proper use of CRM tools can ensure that the resources are planned and utilized in an optimum way.
- Providing a more personalized travel experience would make many customers spend a little more on air travel which can be very critical to the sustainability of the airlines.
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Airport Benefits of Data-Driven CRM
- Implementation of face recognition techniques in airports offers dual benefits to airports.
- The techniques can assist in the contactless and fast movement of passengers during the check-in & departure process.
- This can improve the number of passengers traveling through the airport and increase revenues.
- Additional revenues can be obtained by providing data to the airlines for their
Customer Relationship Management Activities.
- The technologies like RFIDs in baggage handling can improve the efficiency of airports.
- The implementation of features for disabled passengers can improve the goodwill factor of the airports along with airlines.
- Safety features like AI-based thermal scanners installed at airports will increase the confidence of many passengers.
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Passenger Benefits of Data-Driven CRM
- Reduction in time spent on activities like check-in procedures and security checks will be beneficial for the passenger.
- A personalized experience for the passenger in-flight leads to customer satisfaction and customer delight.
- It can prompt passengers to spend a little more money on air travel.
Wrap-Up
Full-service airlines must follow an advanced CRM strategy if they are to successfully achieve core competencies and sustainability in the future. Low-cost carriers will need to invest in key CRM technologies to optimize the effectiveness of customer-facing services.
Airline executives who design their CRM program with a thoughtful, holistic approach will greatly increase the probability that their attempts will prosper. Through building a genuinely customer-centric organization, focused on a deep insight into customer value and expectations, and encouraging employees with resources and expertise to respond to the customer, airlines are developing a virtuous cycle that can connect to renewed economic growth.
