SwissairGroup Cross-Sell


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This deck from 2001 outlines opportunities to improve customer experience and cross-sell capabilities within the SwissairGroup by selling Swissotel Hotels stay with a Swissair flight.

This was done with a team at the Rotterdam School of Management

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SwissairGroup Cross-Sell

  1. 2. Corporate Vision We believe that the significance of personal mobility and the availability of goods at all locations at all times will increase in the future. We address the resulting challenges and responsibilities by systematically emphasizing safety and quality while offering preflight and post flight services to safeguard long-term growth.
  2. 3. SAirGroup Companies
  3. 4. Objective <ul><li>To demonstrate how the integration of Swissair and Swissotel IT-Systems would enable the SAirGroup: </li></ul><ul><li>to integrate flight and hotel services </li></ul><ul><li>to provide better customer service </li></ul><ul><li>to increase rates at Swissotel </li></ul><ul><li>to better leverage their data </li></ul><ul><li>collect more information of customers </li></ul><ul><li>to cross-sell products to Qualiflyer Members </li></ul><ul><li>to prepare for the future </li></ul>
  4. 5. Current Strategy – Increase Swissotel Stays of Qualiflyer Members <ul><li>Advertising in In-flight Magazine </li></ul><ul><li>In-flight Commercials </li></ul><ul><li>Qualiflyer Statement Stuffers/Offers </li></ul><ul><li>Bonus Qualiflyer Miles </li></ul><ul><li>Exclusive Qualiflyer Priviliges </li></ul><ul><li>Complimentary In-Flight Swissotel Booking </li></ul>
  5. 6. 81% out of 1,517 members stayed only once 70% out of 14,000 members stayed only once
  6. 7. 14 out of 20 hotels
  7. 8. Quality of services Prices Low Low High High Ritz Carlton Four Seasons Marriott IBIS Novotel Swissotel
  8. 10. An Integrated CRM Strategy <ul><li>Critical Information flows between Swissair and Swissotel </li></ul><ul><li>Customer Service integration </li></ul><ul><li>Customers perceive higher level of customer service </li></ul><ul><li>Swissotel can increase average rate </li></ul><ul><li>Easier to utilize e-commerce platform for cross-selling </li></ul><ul><li>Swissair Customer Care System is enhanced </li></ul>
  9. 11. E>Marketing Opportunities € 10,8 Million Utilize and e>confirmations to contact with marketing message as ticket is purchased. <ul><li>Target Customer: </li></ul><ul><li>has destination served by SL </li></ul><ul><li>is a Qualiflyer Member </li></ul><ul><li>with targeted hotel rate </li></ul><ul><li>use Bonus Miles as incentive </li></ul>
  10. 12. Customer Service Enhancements with Integration 8719 Customized Menu Late-Arrivals Misrouted Luggage In-flight Internet Services System Swissair Customer Care Service (SwissConnection) 352
  11. 13. Customer access to in-flight internet service system Customer obtaining information from the system Customer check-in, SwissConnection, dinner reservations, etc. Information analyzed and store by the system In-flight Internet Services System
  12. 14.           <ul><li>BRAND </li></ul><ul><li>QUALITY </li></ul><ul><li>NETWORK </li></ul>S <ul><li>FRAGMENTED SERVICES </li></ul><ul><li>DISCOUNTS </li></ul>W <ul><li>PARTNER WITH AA </li></ul><ul><li>ENTER ONEWORLD </li></ul><ul><li>ADD NEW LOCATIONS </li></ul>O <ul><li>IMITATION </li></ul><ul><li>DECREASE IN TRAVELLING EXPENSES </li></ul>T
  13. 15. Financial Perspective Internal Business Pespective Innovation and Learning Perspective Customer Perspective Return on Capital Employed Sales Growth Customer Lifetime Value Satisfaction Score Total Quality Management Employee Empowerment % of Sales from New Services Service Innovation Capability Market Share Customer Acquisition Customer Retention Customer Satisfaction Customer Profitability
  14. 16. The Future <ul><li>Global Airline Alliances Increasingly Important </li></ul><ul><li>Integrated Travel Services </li></ul><ul><li>Customers Want Personalized Experiences </li></ul>If the SAirGroup cannot provide integrated airline/hotel services, the competitor will.