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澳航客户关系管理的实施 Customer Relationship Management in Qantas

时间:2014-06-15 23:47来源:www.liuxuelw.com 作者:cinq 点击:
该报告包括在澳航对CRM的相关组件的分析,客户关系管理策略和技术,以及客户关系管理对澳航的影响,以及相关的建议。
澳航客户关系管理的实施 Customer Relationship Management in Qantas

1.0 Executive Summery 
 
The main purpose of this report is to investigate the customer relationship management in an Australian airline named as Qantas. The report comprises the analysis on the relevant components of CRM in Qantas, CRM strategies and technologies, and influence of CRM on Qantas, and relevant recommendations will be provided through analyzing the theory and practice of customer relationship management in Qantas.
Qantas is an Australian civil aviation company, and it is considered as the leading company specialized in long distance airline service in the world. As the strongest brands in Australia, Qantas employs one effective management strategy, which is the customer relationship management including the channel strategy, CRM technology, etc., to achieve the objectives of sustainable development, safe operation and world class product standards.     
The report also analyzes the CRM implementation situation and CRM implementation strategies in Qantas with its direct competitors to tell the CRM implementation differences and uniqueness that allow Qantas to be more successful among so many competitors. 
Qantas makes effective use of customer relationship management in formulating its organizational structure, culture, and strategies including marketing and management to achieve the goal of long term success in the competitive market. At the same time, customer relationship management plays a key role in customer acquisition, customer retention and customer development in Qantas. Customer relationship management is proved to be successful in Qantas according to the survey on the customer relationships, the customer behaviors, the customer segmentation, the customer satisfactory and the customer loyalty. But there are still improvements for Qantas to make in its overall CRM strategy and CRM performance.

2.0 Introduction: 
 
In modern times, customer relationship management plays an extremely important role in improving the relationship between an organization and its customers so as to improve the loyalty and satisfaction of customers. At the same time, CRM is used for segmenting the customers and formulating specific strategies to meet the requirements of different customers, acquire, develop and maintain better relationships with the profitable customers, and formulating proper strategies to terminate the relationships with unprofitable customers (V. Kumar, 2012, pp 3-5). To the service industry, the competition among different organizations lies in the customer resources. Qantas, as the leading airline company in Australia, offers the services of airline booking, hotel booking, car hire, airport transfers, travel insurance booking, ticket booking for shows in most cities in Australia, etc. Qantas devotes to managing the relationships with its customers by using the CRM strategies within the corporation, and the concepts of CRM strategies in Qantas has been changed a lot due to the new situation in the relationships with customers. 
The report will discuss current situation of CRM implementation in Qantas and provide relevant recommendations to the existing CRM issues within the corporation. At the beginning of the report, the analysis on the relevant components of CRM of Qantas will be provided. Then, CRM strategies employed by Qantas in its corporation as well as comparison with its direct competitors will be discussed. At last, relevant recommendations and conclusion will be provided so as to provide a good reference for other similar corporations to consider.

3.0 Analysis on Relevant Components of CRM in Qantas 
 
In Qantas, the relevant components of CRM focus on the customer relationships, customer behaviors and customer segmentation. In this part, the degree of customer satisfaction and the degree of customer loyalty will be discussed. 

3.1 Sources of Value for Customers in Qantas
According to the services and products offered by Qantas, its customers have the values shown in the following diagram:
Better Service: Qantas belongs to the service industry. It spent $10 million in improving the customer service excellence through opening the Qantas Centre of Service Excellence in Sydney in 2009. The employees in Qantas received exceptional service training for delivering an exceptional experience at every stage of the customer's journey (Qantas, 2009).
Lower Cost: Customers pay more attention to the cost of the relevant service and products from the organization. Qantas has the price promise for the customers to get the best deals on flights, hotels, cars, transfers and activities by price comparison of the same service and products from its direct competitors. (责任编辑:cari)
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