The airline industry is an example of a major transportation sector which uses CRM solutions successfully to manage customer relations. British Airways uses a data warehousing system for complete business analysis, resource allocation, and customer relationship management, to provide a range of information — which customers are traveling, where, when, and how often; estimating resources and inventory required, based on customer-centric data; and building a knowledge-base of customer actions and transactions to predict the future and manage its operation based on these activities. cek ongkir semua ekspedisi
Many major international transportation companies, including airlines, bus companies, and rail transportation systems, use data warehousing to provide a number of business solutions beneficial to their operations, including:
- On-line query of all resources and schedules
- Ability to manage planes/loads/usages
- A financial management system
- Resource planning and system scheduling
- Knowledge transfer to all levels of business users
Some of the specific operational benefits relating to the analysis of assets, agent performance, travel patterns, and customer activity, which these airlines achieve as a result of implementing a data warehouse to provide the functions and processes listed above, are described below:
- Analysis of Asset Utilization
- Analysis of Agent Activities
- Analysis of Origin/Destination Patterns
- Analysis of Frequent Traveller Activity
- Analysis of Agent Performance
- Analysis of Alternatives
Railroads and Airlines
For railroads, reduction of dwell time in the rail yard can eliminate the purchase of one locomotive which can pay for a substantial data warehouse. In airlines, analysis of yield and resulting marketing activities can ensure that every seat is filled with the highest possible fare, and these analyses can also identify agent situations reflecting fraudulent practices, for example, where agents book tickets to receive compensation and then later cancel them.
An analysis of passenger origin/destination points, plus competitive information can identify the opportunity for new routes. This could result in a reduction in weeks/months of effort to identify new routes as well as providing more revenue by adding just one additional route with greater productivity.
Customers and Agents
Identifying profitable customers to provide incentives for retention and potential additional travel, is another benefit. In one travel campaign, an airline saved an estimated $100 million by marketing directly to 26 million customers, versus conducting a mass media campaign.
Benefits derived from the analysis of agent activities relate to knowing and selecting agents who are placing more business than market average, or more profitable business based on type of fare.
Crisis plan analysis is another valuble benefit in developing crisis plans for unusual business incidents such as the grounding of aircraft due to defects, investigations, etc., or the strike of a competitor, all of which have an impact on customer relations.
The transportation sector has been a significnt beneficiary of successful CRM solutions involving data warehousing technology, primarily because of the millions of passengers which make up the customer base in this sector.