Objectives Of Customer Relationship Management (CRM)

Customer relationship Management (CRM)

• CRM is a tool and a business approach that facilitates organizations to fulfill needs of their customers, also by improving customer-service, and ultimately achieve a high level of customer satisfaction.

• This eventually helps in gaining customer loyalty and retention at a great extent. It combines various technologies to restructure customer interaction, which helps in identifying, procuring, and most importantly retaining customers.

• CRM structure of a company incorporates information from all possible data sources and functional areas by amalgamating, evaluating and distributing it to provide a universal view of each customer in real time.

Main Objectives of CRM system are listed below:

Let’s discuss some traits of Marketing and Sales strategy followed by Enriched customer-centric service:

1. Marketing:

 Primarily, CRM system assists direct marketing by acquiring passenger data and giving service and product information.

 CRM systems give a vision into money-making and loss-making passengers (customers) giving an understanding into the assets that need to be consumed on them.

 Based on the preferences of the passengers and frequency to travel in flights, Airline Company can have a rough idea which passengers they can up-sell (offering higher-priced products) and cross-sell (selling surplus products/services to existing customers) products.

 With no second thoughts, Up-selling would certainly help the Airline Company to inflate its buyer base by selling higher-priced products to the existing customers.

2. Sales:

 CRM products shall facilitate the Airline Company to see the precise preference passengers currently have, what new products they are worthy for and what paybacks can be delivered to the customers/passengers if they enhance additional products to their

For enriched Customer-centric Service:

 Customer toll free numbers should always be attended

 If missed, then it should be re-routed to the suitable authority who can address it

 Customer’s concern/query and information should be entered only once so they feel that their queries are addressed and recorded. (It gives customer a level of confidence in the company)

So any representative can address the query whenever needed based on the customer’s information stored in the system.

 Enhanced access to the customer’s information can benefit call-centers address maximum calls/queries which will help to attain greater efficiency and diminish transaction time. This will lead to reach greater quality of service at minimum cost

 Mode of communication should be maximized such as through phone/e-mail/SMS/sending notification via company’s app

 High-priority treatment should be given to the esteemed customers to maintain the level of satisfaction (which doesn’t mean less or no priority to be given to rest of the customers but the balance should be