Customer Relationship Management

CRM is the development and maintenance of mutually beneficial long-term relationships with strategically significant customers

It is an IT enhanced value process, which identifies, develops, integrates and focuses the various competencies of the firm to the voice of the customer in order to deliver long-term superior customer value, at a profit to identified existing and future customers. Approaches Satisfaction and Retention

Benefits Enhanced Customer loyalty Maximise revenues and profit Organisational efficiency Strengthened market leadership

Functions of CRM
Value Creation Process
Technology delivery process R&D Technology integration Efficiency, effectiveness learning

Management Decision Process Customer sensitivity Diversity Information Differentiated offering

Product delivery process Concept to launch Manufacturing process

Value-based Strategies Pricing Communication

Customer delivery process Supply chain Distribution Info mediation (distribution of information)

 Stages of CRM
Initiating the relationship
Developing the relationship Enhancing the relationship

Types of CRM
Traditional CRM Operational CRM Collaborative CRM eCRM

Variations of CRM
Sales force automation

Marketing
Analytic Social media Customer service and support

Company Profile
Deutsche Lufthansa AG is the largest airline in Europe in terms

of overall passengers carried, and the flag carrier of Germany. The airline is the world's fifth-largest airline in terms of overall passengers carried, operating services to 18 domestic destinations and 183 international destinations in 78 countries across Africa, Americas, Asia and Europe. Together with its partners Lufthansa services around 410 destinations. With over 530 aircraft it has the third-largest passenger airline fleet in the world when combined with its subsidiaries. Lufthansa's corporate headquarters is in Cologne. Lufthansa was a founding member of Star Alliance, the world's largest airline alliance in 1997 . The Lufthansa Group operates more than 500 aircraft and employs worldwide 105,261 people of 146 nationalities . In 2008, 70.5 million passengers flew with Lufthansa.

The Need for CRM

Attract more customers to use its self-service channel for

ticket sales and frequent traveller services Personalize the experience for millions of customers in more than 80 countries and 12 languages Deliver unmatched performance levels with an on demand business model with scalability options and billing based mainly on the volume of bookings Increase the overall growth of Lufthansas online business Ensure maximum flexibility for Lufthansas business model Lufthansa needed to find a way to provide improved online service through its Lufthansa.com portal while reducing costs. Even faster, even easier and even more customer-friendly

CRM at Lufthansa
IBM VeriSign for SSL European fleet improvements Customer Service Program Develop a vision

Focus on customer value

Empower the employee Set targets and success metrics

Address customer needs throughout the lifecycle