List the customer data elements generated when a customer interacts with an airline by (a) making a reservation, (b) using frequent flyer miles, and (c) completing a flight. How does information from CRM improve these interactions ?
1i)a) when the customer make a reservation , we need customer data are customer user ID , user password, flyer nation , name , ID no , departure location , arrived location , date , arrived time and the classes needed .for person behavior , such as eating , drinking and reading . After entering the upper data , customer who make reservation may use the e-banking system to pay the reserved ticket.
b) when the customer using frequent miles , they need to enter their user ID to check the current flyer miles after entering the user password .When choosing the departure and the arrived location , there will show how many flyer miles needed to get a free ticket .. they submit the request after confirm to want the free ticket .
c) when the customer have complete , they need to fill in their customer ID ,password and choosing occurred date , location , completed item , and giving advice .
ii) The CRM can compile statistics of the problem occurred with an emphasis on the improvement the completed items . And customer behavior .we also can predict the forecast of the user . In different period , Then company can pan the relative marketing policy. To increase service of the airline to attract more people used in an off-season and the provide the person service to the customer such as the customer need to have beef in his lunch or he is a vegetarian , the cooker can preview the customer needs and create the suitable menu and the airhostess can provide the suitable food to let the customer choosing before their request . This is the quantify service which the CRM can improved .
What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
2) When the sales, marketing and customer support function using a single software package and a centralized database . The new information are entered by one process , the information is also immediately available to other party ,So the data are consist by reducing the wrong typing .and for sale and marketing, this real-time sharing and monitoring of information allow to minimizes response time to customer or discuss the marketing planning . so more efficiency compare to independent system of each department.. The touch point which can find in the CRM by predict and check the past record is an opportunity to begin maintain a relationship with customers .sale an marketing colleague can submit the right product such as cross-selling and up-selling ~upgrade the buss class of the air ticket and the product bundling~ provide the hotel package to the potential customer . That can be extremely helpful to customers and even if they respond that they don't care for that right now if you've thought about it correctly and if you're offering something that's relevant to this person then you're very likely to be able to build the value of that customer and for the customer support can assign and manage customer service requests .
1 意見:
Good, comprehensive answers. You may add that sales, marketing, and customer support are able to follow up or track a customer no matter where he or she is within their lifecycle in the company. For example, even after marketing refers a lead to sales, they can still follow up what happens to this lead (e.g. did this person eventually become a paying customer ? did he/she have any major issues with the service ?). Or when sales team successfully closes a sale, they can track what happens afterwards (e.g. was the customer satisfied ? did they come back for repeat purchases ?)
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