澳航客户关系管理的实施--悉尼Assignment代写范文

悉尼Assignment代写范文:“澳航客户关系管理的实施”，这篇论文主要描述的是澳洲航空公司作为澳大利亚较为大型的民航公司，澳航的空乘服务受到了来自世界各地的用户们的认可，这主要是因为澳航有着一个非常有效的客户关系管理策略，通过服务质量的提升，从而提高用户对澳航的满意度和忠诚度，与客户之间保持着良好的关系。

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.

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.

Convenience: Customers are not always able to access to the computers, and it can be difficult to book relevant products including flights, hotels, etc. without the computer. Qantas provides the service of allowing the customers to book domestic and international flights on their mobile phones by launching a mobile site (Qantas, 2012).

Processing Speed: Customers require a timely manner for the service and products that they desire to get. Qantas simplifies the processing procedures and time so that the customers can get what they want as fast as possible.

Communication: It is the fact that not all customers can deal with the process of booking flights or other service, and they require the communication with real time customer service. Qantas trained its employees to be fast and accurate in its responsiveness to the customers.

3.2 Customer Relationships in Qantas

Qantas is mainly an airline service corporation, and excellent customer relationships become its competitive advantage. Maintaining customer relationships in Qantas is the means for Qantas to improve its customer satisfaction and customer loyalty. The most effective method for maintaining customer relationships is communication. Qantas is fully aware of the situation and opens up the communication channels to enhance the communication with its customers. Qantas employs e-mail marketing to keep strong relationships with the customers by sending newsletters with enticing advice and offers to increase the customers’ confidence in Qantas. Qantas also rewards the loyal customers with the points which can be used for paying the cost of other flights. Customer feedback forms are provided to collect the information about complains, suggestions, requirements and needs from the customers so as to improve its service. Qantas’s flight booking business can be considered as a B2C business. Qantas uses CRM to value its customers by providing customized services such as seat selection in advance in flight booking, and reduces risks for the customers in financial aspect. Qantas achieves the goal of maintaining customer relationships with trust and commitment.

3.3 Customer Behaviors of Qantas

Customer behaviors greatly influence the profitability of an organization. The customer behaviors deal with various stages the customers decide to purchase the products and service, and the behaviors also involve the activities of the customers before the purchase, during the purchase and after the purchase (Kardes, Maria, and Thomas, 2010, pp 8). The purchase of the customers involves both the beginning of the buying experience and the post-purchase experience of the customers, and the purchase experience will influence the customers to purchase the products or services again (Jim, 2013, pp 327). In Qantas, stages in consumer purchase behavior for flights are shown in the following diagram:

Qantas adopts technologies to influence the purchase behavior of the customers so that the customers determine to purchase flights from it finally. Qantas makes use of social media including e-mails, advertisements, promotional materials, etc. to cover all needs that the customers may want to make the customer to be aware of the brand of Qantas so that the preference formation can be accelerated their final purchase decisions in Qantas.

3.4 Customer Segmentation of Qantas

Customer segmentation relates to a one-to-one marketing approach. Customer segmentation belongs to market segmentation which has the main principle of making different marketing offerings for different customer bases (K. Rama, 2011, pp 172). With the development and expansion of business in Qantas, the number of its customers has become huge, and the customers differ in needs, locations, purchase attitudes, purchase behavior and purchase power. Qantas segments the customer bases in order to recognize the profitable customers to ascertain the core objective customer market, and analyze characteristics and needs of different customer bases to implement different strategies so as to achieve the goal of personalized one-to-one service for the customers. Customer segmentation in Qantas belongs to differentiated customer relationship management. The basis of the customer segmentation in Qantas includes geographic segmentation, gender segmentation, income segmentation, behavioral segmentation and consumer loyalty segmentation. Geographic segmentation helps Qantas to feature the best flight routines for the customers in the specific locations. Gender segmentation helps Qantas to optimize the hotel selection for female customers and male customers. Customer income segmentation allows Qantas to provide economic products and luxury products for customers with different incomes so that they can select suitable products. Behavioral segmentation in Qantas helps it to distinguish browsing customers, information collection customers and direct buyers to improve the attractiveness of its booking webpage. Consumer loyalty segmentation allows Qantas to provide more specific service to the loyal customers and somewhat loyal customers.

4.2.1 Implementation Processes of CRM in Customer Relationship

Customer acquisition: Qantas wins back new customers and starts relationship with them. Customer acquisition refers to new customer acquisition. According to the Airline Trends and Ancillary Revenue Report 2010, 20% to 30% of all passengers use the internet to book flights - the potential of this online channel to create additional ancillary revenue is estimated at a staggering $58 billion. That is to say, Qantas need to acquire more customers from these passengers to take more share of domestic market so as to increase its revenues and profits. Many methods are used for acquiring new customer. Advertisement becomes the most important measure to attract new customers. In 2012, Qantas launched the advertising campaign “You’re The Reason We Fly” to attract the domestic people in Australia. The campaign changed the “Spirit of Australia” into “Spirit of Australians”. Australian people were encouraged to feature their photos in a TVC, and the campaign invited the customers to print their names on plane of A380 or B737 (Marketing, 2012). Qantas tried to meet the expectations from the customers and potential customers in Australia in this campaign. The campaign helped Qantas attract more attention from the Australian people, and the page views on Qantas official webpage, reports, news, Facebook pages and other social media relevant to Qantas. The advertisement contributed a lot to the dynamism in the number increase of customers in Qantas in recent years. 

Customer retention: To a profit corporation like Qantas, the retention of customers lies in the customers that can contribute value to the corporation. Qantas adopts positive strategies. Qantas delight its frequent flyer by providing them with free and spontaneous upgrade to higher class at the airport. For example, the customer who paid for a business class airfare may be surprisingly picked up at his or her house by a limousine at the door. The customers in Qantas can get flyer points earned from purchasing tickets from Qantas to pay for other plane tickets at a much lower price. Qantas value the loyal customers by the card-based schemes, customers of different loyalty levels get differentiated services and offerings from Qantas, and some loyal customers in Qantas can get gifts from Qantas at Christmas or other festivals. Qantas has its own Qantas Club which is the airline lounge for Qantas Gold Frequent Flyers and Oneworld Sapphire Holders. The corporation also promotes many campaigns for providing best deals, discounts and coupons for the customers to use. However, due to some reasons, the customers will leave Qantas. Qantas uses its way to acquire the left customers. For example, in 2011, after Qantas Airways grounded its global fleet dramatically and indefinitely after weeks of disruptive strikes of staff, Qantas made use of the strategy to cut fares by providing special promotional deals to win back customers. At the same time, the frequent flyer points earned from purchasing the flights from Qantas can be doubled for the members. The customer acquisition process is considered as the recovery phase with the competitive lower ticket prices and flexible tickets. During the event, the affected passengers vow to never take Qantas’ flights again, and about 70 million Australian Dollars was lost. Joyce from Qantas said that Qantas would put a plant to win back the loyalty of the disrupted customers in the event with the commitment of no more industrial action by the three unions involved (Amy, 2011). By trying many methods, the loyalty of the customers is gradually restored, and customers become more satisfied.

Customer development: It is not beneficial to retain all customers. Therefore, Qantas implement customer development to enhance the profitability of existing customers through cross-sell and up-sell. Qantas cooperates with the QBE travel insurance via the Qantas Frequent Flyer programme. The full integration of the plane ticket and travel insurance is the best cross-sell example for maximizing the sale opportunities in Qantas. At the same time, the customers get the commitment from Qantas for speedy and straightforward booking process in the booking engine of Qantas. Qantas get the return after the investment in a month, and the conversion rate of purchased air tickets is increased by 8%. Besides, when the traveler books the tickets, Qantas provides the recommendations of hotels and rental cars at discount with the plane ticket. As long as the traveler books the hotels and rental cars, Qantas can get interest from the hotels and rental car companies. The cross-sell strategy is proved to be successful. In addition, up-sell strategy is employed by Qantas. Sometimes, the up-sell belongs to the negative strategies. For example, Qantas has the policy that when the customer has commenced a ticket, it is unpermitted to downgrade the ticket to a lower class until the ticket is booked by other customer even the lower class seat is available.

5.0Conclusion:

In conclusion, implementation of CRM strategies including CEM, CPM, etc. is proved to be successful. Qantas adopts the analytical customer relationship management to analyze its customer relationships and customer behaviors and implement customer segmentations to realize marketing automation through social media strategy, sales automation through internet technology and service automation through intelligent machines. Qantas employs distribution channel and communication channel to deliver sources of value to the customers by providing optimized products and service. Therefore, the customer satisfaction rating and customer loyalty of Qantas are still at the leading positions in domestic and international airline companies. But according to the ratings, the service, products and offerings from Qantas should be improved more by implementing the CRM strategies more effectively. Qantas reforms its organizational structure and culture to optimize its business and market so as to be competitive with its direct competitors in the globalized market. During the implementation process of customer service management, problems can happen. Qantas should listen to the voice of the customers so as to have a better understanding on their needs and preferences so as to improve the CRM strategy of Qantas and enhance business performance of the group. All in all, implementation of CRM strategy helps Qantas to achieve the goals of profitability, long-term success and sustainable development in the fiercely competitive market.

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