CRM for business aircraft: customer service "aerobatics"

Many western airlines actively use all complex of CRM solutions in the business thanks to what they significantly improve financial performance of business in general. The Russian airlines only come today that for increase in a konkurentnosoposobnost of the company in general, customer interaction requires the same edged work, as well as, for example, sales process of tickets. But already those who realized it and are even on initial stage of implementation of the CRM solution, significantly differ from competitors, at least, due to quality and the number of services which offer the clients.

Choice of the systems of the class CRM today rather big. Nevertheless, large airlines, especially western even more often select only CRM of a world class. Treat such systems – Microsoft Dynamics CRM Oracle Siebel CRM SAP CRM SalesLogiх. So, for example, in alliance of airlinesAiR Union with success works Oracle Siebel CRM, inS7 Airlines – Microsoft Dynamics CRM and inCapital Jets – already the latest version of Microsoft Dynamics CRM 2011. However I can fairly tell that implementation of similar programs piece not cheap therefore generally these programs are applied in the large companies, as in business aircraft, so in the companies linear carriers.

Still at most the companies the abbreviation of "CRM" is still associated only with formation of the customer base. At the same time modern CRM solutions have much bigger functionality. It already not only an opportunity to store passport data of the client and to trace how often the passenger uses services of airline, but also to collect information on his social status, work location, preferences in food and drinks during flight, a favourite seat, hobbies out of work, participation in stocks of airline and the saved-up points, etc. Having all this information in the uniform place, it is possible to define and group easily clients, for example, in profitability: the most profitable (upper 10%), significantly profitable (the following 40% — 50%), on the verge (the following 20% — 30%) and not profitable (the lower 20%).

What can CRM in airline? Despite a huge number of client information, without CRM system it is difficult to find for it worthy application. Passengers during use of services of airline, anyway, announce themselves very much, and then will be disappointed if you are not able to service them at higher level. And, most likely, will leave to competitors.

To avoid a similar situation on each client in the CRM system the personal map in which the manager will be able to obtain data on earlier made and executed orders, with detailing both on runs, and on all accompanying run and to the client of information will be created. On the basis of these data the manager will be able most precisely and quickly to select options of travel for specific clients and also to do the individualized commercial offers, based on their preferences.

Operators of a system will be able quickly to specify where there are airplanes of the company to offer the client the best option of a travel. If all own airplanes are engaged at the specific directions, the manager will be able to find free boards of other business operators using the CRM system and to provide them to the client, having calculated the cost on this or that option.

Besides, each passenger who at least once used services of airline is included in the database of clients, and is available to studying using management programs for loyalty. "Thinking out" the new loyalty program using a modern CRM system the marketing specialist can independently set rules of participation in it, conditions of transition of the client from one level on another, different price policies depending on the place of acquisition of the ticket and also to create personal messages for the client which at the time of execution of the ticket the cashier will be able to report it. Having the most complete information about all started actions and its participants, the airline can always quickly analyze the number of participants in the program in each timepoint and on each of the directions, degree influence of actions on activity of participants, financial performance of an action in general and many other things.

Besides, modern the CRM system allow to create the unique industry solutions ground specifically under requirements of your company. For example, in CAPITAL Jets Microsoft Dynamics CRM 2011 except fixed functions manages the working schedule of personnel of the company, both flight and technical structure, and the staff of office. In "single window" of CRM the flight map forms and to be implemented process of final approval of run of all parties, with generation of the reporting under completion of run. Besides, in a system it is going to automate management of additional services, such as catering and transfer of passengers. At managers of airline "the electronic board" with information on a current status of the planned and already performed flights with a possibility of filtering by different criteria is configured.

Of course, all these functions of CRM systems are created in order that you knew the clients, serviced them with higher quality, held constants and attracted new, and could not only satisfy requirements, but also foresee them! In it, as a matter of fact, "aerobatics" of any customer-oriented company also consists. Who will foresee these requirements earlier, that also will appear at height.