Kiara Glory (041911233079)

Nadiatul Qalbi Amalia Rizqi (041911333077)

1. What was the problem at Kenya Airways described in this case? What management,
organization, and technology factors contributed to this problem?
Problem with airways was that it was unable to identify it is market/customers which made
it difficult to take benefit from the opportunity. Company was unable to make effective
campaigns and stored data on spreadsheets and files making it difficult to merge. People
never complained about the old system, neither provided any feedback about any difficulty
or problem which arose. Moreover, organization lacked the communication ways with
customers not improving the relationship. Technology was not sophisticated enough to
indulge in fast decision making.

2. What was the relationship of customer relationship management to Kenya Airways’

business performance and business strategy?
Airline lacked knowledge about customers. It used billboards, flyers, newspapers used as
a source of promotion but were unable to analyze the effectiveness of advertisement. Also,
since most the data was manual, so proper suggestions could not be provided to customers
despite their needs and wants.

3. Describe Kenya Airway’s solution to its problem. What management, organization, and
technology issues had to be addressed by the solution?
Due to a shift towards online business, the multiyear program it adopted worked
automatically, merging with usage of service clouds which helps to connect firms with
customers matching the right criterion. It helped improved firm’s relationship with
customer, along with high level decision making due to sophisticated technology (efficient
and quick) and displaying several opportunities for firm to organization.

4. How effective was this solution? How did it affect the way Kenya Airways ran its business
and its business performance?
Very effective as in only 2 weeks airline was automated to an extent posting about several
deals for better promotion through emails, texts etc. made firm’s campaigns pretty
effective. Reachable contacts of the airline rose from 40 to 89% while open rates on
marketing emails rose from 40% to 65%