Date: 26 August 2014
Assignment Topic: Customer Relationship Management
Student Name : Alicia Yap Siew Kuan
Student ID number: 1006453
Customer Relationship Management is a business organization that aims to understand and anticipate the customer’s needs and wants by using technology to enhance the company business. Customer Relationship Management is a business strategic that continue to build the long term customer and company profit value by targeting and refining customer needs while reducing cost and increasing profit of the company. The article states how does the Singapore Airlines Company successfully gaining market share and sustaining profit in today’s ...view middle of the document...
Beside that, Singapore Airline also engaging with the low-cost carrier sector, Scoot Airlines. In term of Customer Relationship Management, Singapore Airlines has become a role model in airline’s service industry. Customer is always the highest priority for them and they constantly focusing on customer needs has helped to retain existing customer and to attract new customer. Singapore Airlines has getting awards for customer’s service consistently. Loyalty programs are playing the most important part in Customer Relationship Management and it’s a marketing efforts to retain consumer by rewarding customer with freebies for encouraging customer to buy the same service or product. Singapore Airlines had a frequent flyer program that named “Kris Flyer”. Passenger who had travelled with Singapore Airlines several of times will get enrollment to join the member of Kris Flyer and a member will earned certain miles whenever they travelling by taking Singapore Airlines. These millage points could be converted into complimentary flights to any destinations. The Kris flyer’s royalty program will help company to retain loyal buying behavior, which is benefited the company potentially. Singapore Airlines provided some of the best food, free flow alcohol and drinks to on board customers with “serves it with smiles”. The air crew are trained to pay special attention to every passengers. Besides, Singapore Airlines also introduces Krisworld, the in-flight entertainment system that provides individual video screens to each individual passengers, the programs included 22 video channels with 12 audio channels, 10 entertainment games and latest news updated every hour with real-time text news. By providing such excellent and professionalism service, Singapore Airlines has tried not to just satisfied their customer needs, but to delighting the customer. As for the ground service of Singapore Airlines, customers are allowed to do check-in via telephone or fax and it helps passenger to have more flexible time. Every ground staffs are being trained with “must pick-up reservation phone calls within 3 rings “and “check-in process must be done in 3 to 5 minutes”. Time is golden, by helping customer to saving time will help to build up an impression of efficiency for the company and it would also help to retain customer.
Promotion is one of the important part in Customer Relationship Management as it will help to attract more new customer and return customer. On the Singapore Airline’s website, “Singapore Stopover Holiday” is one of the promotional package that allowed you book flights with attractive hotel rates. Information of technology is relevant to Customer Relationship as technology can be used to keep customer’s personal profile such as name, contact details, email and in addition, the company be able to trace the customer’s history of buying products, preferences or using services. The information that kept in the system can be used to target customers...