Customer relationship management (CRM) is a key strategy for airlines to increase customer loyalty, satisfaction, and profitability. However, CRM is not a one-time project, but a continuous process that requires constant monitoring, evaluation, and improvement. In this article, you will learn how to sustain the effectiveness of your CRM program by following these six steps:
Before you can measure and improve your CRM performance, you need to define your CRM goals and align them with your business objectives. What are you trying to achieve with your CRM program? How do you want to differentiate yourself from your competitors? How do you want to communicate with your customers across different channels and touchpoints? Your CRM goals should be specific, measurable, achievable, relevant, and time-bound (SMART).
Do a SWOT analysis on regular basis, thus will give you areas of improvement. Base it on case studies. Customer feedback mechanism and quick analysis/action of the findings can bridge the gap.
Data is the fuel of your CRM program, as it helps you understand your customers' needs, preferences, behaviors, and feedback. You should collect and analyze customer data from various sources, such as surveys, loyalty programs, social media, booking systems, and in-flight services. You should also segment your customers based on relevant criteria, such as demographics, travel patterns, value, and satisfaction. This will help you tailor your CRM activities to different customer groups and deliver personalized offers and experiences.
Make an erp based customer management system. This system gives regular feedbacks directly from the customer module. He can fill up the data sheet at his end and share.
To sustain the effectiveness of your CRM program, you need to follow some CRM best practices that can enhance your customer engagement and retention. An integrated CRM platform is essential for storing and managing customer data and interactions in one place, as well as providing actionable insights and reports. Additionally, you should train and empower your staff to use the CRM platform effectively, and automate and streamline your CRM processes. This will save time and resources, while avoiding errors and delays. Finally, monitor and evaluate your CRM performance regularly, using key performance indicators (KPIs) such as customer satisfaction, retention, loyalty, revenue, and profitability.
Customer expectations are constantly changing, especially in the dynamic and competitive airline industry. You need to keep up with the latest trends and innovations that can influence your customers' preferences and behaviors. For example, you should consider how to leverage new technologies, such as artificial intelligence, chatbots, and biometrics, to enhance your customer service and convenience. You should also monitor your competitors' CRM strategies and learn from their successes and failures.
Customer feedback is essential for sustaining the effectiveness of your CRM program, as it helps you identify your strengths and weaknesses and improve your customer satisfaction and loyalty. You should solicit and act on customer feedback regularly, using various methods, such as surveys, reviews, ratings, social media, and complaints. You should also acknowledge and thank your customers for their feedback and show them how you have implemented their suggestions and resolved their issues.
It is very important to solicit feedback about your services, however timing and method is paramount. Additionally, you must be prepared to put emotions aside, examine the facts and act upon the feedback.
Loyal customers are the backbone of your CRM program, as they generate more revenue, referrals, and positive word-of-mouth for your airline. You should reward and recognize your loyal customers, using various tactics, such as loyalty programs, discounts, upgrades, freebies, and personalized messages. You should also make your loyal customers feel valued and appreciated, by listening to their needs and preferences, exceeding their expectations, and creating memorable experiences for them.
Your best form of advertisement are your customers so showing them value, no matter how small, does great service to your business and the same people can be highly instrumental in growing your business at minimal cost to you.