英国航空公司的客户关系管理

Abstract 2,129 words British Airways (BA) has always devoted into the most profitable airline company in the world. In the year of 1992, European Union published a proposed law, that the barrier of airline trade had been cancelled. It means that each airline company in the EU district can fly in the designated area. As the result of this, a large number of competitors who are new and low cost appeared, BA had not responded quickly to the change, and then had a 1,600 million loss in 2000, this is the first loss in the history of BA. However, Rod Eddington, the CEO of BA had utilized CRM strategy to remedy and improve the loss and situation, and then gain 5,580 million in the next two year. (Weiyun, S. 2005)

Introduction

Nowadays, the competition among enterprises is increasingly intense, the difference, that between the products or service from hundreds of enterprise is more and more tiny relatively. Whether the enterprises can create customer satisfaction and interact with the existing customers or not will become the most important elements which can he lp to survive and develop in today’s era of the business realm. Generally, CRM is a continuous process that communicates with right customers and understands what they needed, and then improve the products and services in order to make satisfaction.

The appearance of CRM is inevitable, it is a significant problem to all the enterprises that how to be efficient during the process of production and service. A dozens of years ago, the produce activities was inchoate, enterprises maintained that produce is the core, they committed themselves to increase the manufacture and sales efficiency accordingly, reduced the cost to expand the market. However, with the aggravation of market competition, the previous method was not going to work, customers can be seemed as the benefit, the enterprises must cater to the customers, show the talent and advantage to the customers. The enterprises begin to take CRM seriously.

PART ONE

CRM process should be upgrade according to the needs of both organisations and customers. In the late of 1990s, the Meta Group had defined the CRM Ecosystem which is the four types of CRM strategies. (Solvis Consulting, 2009) CRM is a process that keeps developing from shallow to deep. These four basic levels of CRM strategies are necessary and important to an organisation, and they in sequence develop.

All the strategies are set up for organisation’s benefit, and customers can create benefit. Organisation should keep an active relationship with customers; the suggestion and dissatisfaction should be adopted and remedied, giving customers what they want can increase customer loyalty.