Professional Documents
Culture Documents
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
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
Identify
Differentiat
Customize
e
Interact
OBJECTIVES OF AIRLINE CRM MODEL
Reduce costs
Post Flight
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
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
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
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
Different
modes of
communica
tion on the
website
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