CRM Section 3

Group 1
Pratik Das UM16158
CRM In Airlines Sector: Abinash Sabat UM16184
Southwest Airlines Adarsh Patnaik UM16186
Arupananda Rout UM16193
Biswajeet Raiguru UM16199
Lakshya UM16209
METHODOLOGY-SECONDARY RESEARCH

Identifying subject domain and where to acquire

information

Existing data gathering

Data comparison from different sources

Data Analysis
ISSUES FACED IN AIRLINE SECTOR W.R.T CRM

Decreased Increased
Consolidation and
demand for hub competition and
Bankruptcy
and spoke carriers price war

Reduced Product Changing Channel

Differentiation Dynamics
AGENDA OF AIRLINE CRM

Identify

Differentiat
Customize
e

Interact
OBJECTIVES OF AIRLINE CRM MODEL

Improve ability to gain and regain customers

Improve brand and image

Increase the loyalty of customers

Reduce costs

Introduce change management processes

SIGNIFICANCE OF AIRLINE CRM MODEL

Provides an understanding of customer behaviour and enables airlines

to measure results of marketing and merchandising changes

Supports more effective promotions through integration of data

between marketing and merchandising users

Provides a single view of customers across the enterprise and across

contact points

Gives airlines the ability to respond more dynamically and quickly to

market demands
CUSTOMER TOUCH POINTS

Post Flight

Baggage Check in and

Tracking Check out

Reservations,
FF Programs

Food and
Pre-Flight
Beverages

Lounge,
Internet
ROI FROM DIFFERENT AIRLINE CRM ACTIVITIES
SOUTHWEST AIRLINES

Major U.S. airline and the world's largest low-cost carrier, headquartered in Dallas, Texas

The airline was established in 1967 and adopted its current name in 1971

The airline has nearly 55,000 employees and operates more than 4000 departures per day.
It carries the most domestic passengers of any U.S. airline as of November 2016

85% employees are unionized

CRM VISION OF SOUTHWEST AIRLINES
PROVEN BUSINESS STRATEGY
SERVICES
CRM Framework
IT Architecture
IT Architecture
OPERATIONAL AND ANALYTICAL CRM: CRM FRAMEWORK
PERFORMANCE
STRATEGY DEVELOPMENT VALUE CREATION PROCESS MULTICHANNEL INTEGRATION PROCESS ASSESSMENT PROCESS

CUSTOMER SEGMENT LIFETIME VALUE ANALYSIS

BUSINESS STRATEGY VALUE CUSTOMER SALES FORCE SHAREHOLDER
RECEIVES RESULTS

INTEGRATED CHANNEL MANAGEMENT

Set the right All New Rapid

PHYSICAL
expectations Rewards program OUTLETS
Be humble, be efficient Integrated IT Solution
Set S.M.A.R.T and Highly efficient and
flexible goals low cost service CALL CENTRES
Focus on costs as well
as revenues
Be selective about the DIRECT MARKETING
VALUE PERFORMANCE
markets served MONITORING
ORGANIZATION

VIRTUAL
RECEIVES Global Study of
SOCIAL MEDIA
Ranked no. 1 in CRQ rated SA at
customer service 7.9 against an
36 consecutive years airline average of
E COMMERCE
CUSTOMER STRATEGY of profitability 6.1 and 67%
recommendation
Use a single aircraft
model
Use secondary airports
Fly short routes ORACLE DATABASE
Low cost meals
15 minute turnaround
time
ORACLE RIGHT
No reserved seats ORACLE SIEBEL ORACLE ELOQUA +
ORACLE SRM NOW CX
No travel agent CRM COMPENDIUM
CLOUD SERVICE
reservations
OPERATIONAL/ANALYTICAL CRM

ORACLE
ORACLE ORACLE
SIEBEL
Database Eloqua
CRM

Social ORACLE
Relationship Rightnow CX
Management Cloud Service
 Help airlines reduce costs and enterprise risk by modernizing operating platforms
ORACLE Database Increase agility & operating efficiency by simplifying applications architecture
Ease regulatory compliance through built-in automated controls

Social Relationship Customer engagement through social media platforms like Facebook, Twitter, and
other popular platforms
Management Companys Facebook page is the most liked of any airlines in the world

Digital Body Language: A prospects disposition & intentions aggregated from clues
ORACLE left during online interactions
Eloqua cloud service solutions leverage these clues to deliver critical insight into the
Eloqua performance of marketing assets & help modern marketers deliver exactly the right
message at exactly the right time in sales cycle

ORACLE Available as SaaS for rapid deployment, it has the tools customers need for superior
interaction
Rightnow Web Experience serves up the information & interaction needed to engage
Right now CX Cloud the sales and service process optimized for any device
Rightnow Contact Center Experience delivers knowledge base & interaction center tools
Service to help representatives address customer questions & issues on the customers terms
ORACLE SIEBEL CRM

Why Siebel:

High performance
under huge
dynamic data
Fully configurable
& extensible
Robust integrated
data security
Supports various
OS configurations
Only CRM
application at the
time to support
real-time data
input & processing
CUSTOMER SEGMENTATION

Niche marketing segment:

Cost conscious
No-frill travelers CUSTOMERS

Competitive scenario:
Cost/value oriented customers
Most price sensitive
Most sensitive to promotions Leisure
Service oriented consumers Business
families Frequent
Less price sensitive men and
(more fliers (the
Brand loyal women
flexible and company
Sensitive to perks (time
friendly club)
oriented)
services)
MULTI-CHANNEL INTEGRATION

SALES FORCE
Doesnt rely on travel agents
Direct marketing via phone and internet

INTEGRATED CHANNEL MANAGEMENT

PHYSICAL

OUTLETS
Instant replies via chat-bots and call centers
CALL CENTRES

DIRECT MARKETING
VIRTUAL

SOCIAL MEDIA

E COMMERCE
Service Outlets- across all bases and focus cities

Facebook- 5.7 M likes Twitter- 2.18 M followers E-comm site/app

CONTACT CENTER SERVICE

Different
modes of
communica
tion on the
website

Customers can quickly search

for answers to frequently asked
questions. The interface allows
them to choose from a variety
of topics like baggage, booking
a hotel, inflight internet etc.
All the services
Quick links are provided in
provided the mobile app
keeping in too for
mind convenience
customers
touchpoints
INTERNAL CRM
Employees are empowered to make decisions
Southwest Airlines also made sure the job was fun. They knew if people were having fun on the job, they would be more apt to come
to work with a great attitude and deliver great customer service.
By keeping customers at the forefront of employees' minds, Southwest Airlines ensures that the high standard of quality service the
company has determined is protected across all channels. This includes a number of innovative programs that are unique and
challenging to keep everyone intrigued.
Conversation CRM
They watch each of the team's email inboxes, or lets them CC the app on their conversations.
Then, the CRM will organize every conversation from across the company into the correct
contact's profile. Then the required employee can easily see what other people in the team have
talked about and refresh themselves on what to say before emailing or calling a client.
With the help of conversation CRMs which are like smarter team email apps that turn all the
messy inboxes across Southwests into an organized place that helps the require employee to stay
in touch with the people who matter most.
Contacts CRM

Sometimes its the human touch that counts most. When you know something important about
your customertheir birthday, their current position,youll be much more likely to make a lasting
connection.
Thats where the contact-centric CRMs come in. They help SWA employees gather as much info as
you can about the people theyre talking to. Theyll log interactions and write notes, and then when
theyre set to talk again, theyll pull their CRM up first so theyll have their info fresh in their mind.
CONCLUSION

By the use of CRM Application in Airline industry:

Revenue increases from 3 areas
Re-attracting defected customers
Increasing the share of a customer's travel wallet
Acquiring new customers
Savings in costs due to more efficient and targeted running of the existing CRM program
Passengers could book and check in through internet 24 hours, 7 days a week, at any time,
any where.
Massive investment in both business-to-business (B2B) and business-to-customer (B2C)
information systems is expected to translate into important cost savings in procurement,
sales, billing and other support activities
It becomes possible to single out customers who are profitable, gaining an understanding
of their preferences to improve retention and increase the volumes sold
THANK
YOU !!!