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Customer Relationship Management
By Shubhra Verma and Tatenda Boka
Definition of CRM
• Customer relationship management (CRM) is a widely-
implemented strategy for managing a company’s interactions
with customers, clients and sales prospects. It involves using
technology to organize, automate, and synchronize business
processes—principally sales activities, but also those
for marketing, customer service, and technical support. The
overall goals are to find, attract, and win new clients, nurture
and retain those the company already has, entice former
clients back into the fold, and reduce the costs of marketing
and client service.
• Customer relationship management describes a company-
wide business strategy including customer-interface
departments as well as other departments.
• Emirates is an international airline based in Dubai, United
Arab Emirates. The airline is a subsidiary of The Emirates
Group, which is wholly owned by the government of Dubai’s
Investment Corporation of Dubai. It is the largest airline in the
Middle East, operating over 3,000 flights per week from its
hub at Dubai International Airport, to more than 130 cities in
77 countries across six continents. Cargo activities are
undertaken by the Emirates Group's Emirates SkyCargo
• Emirates has built up a strong brand name as a leader in the
aviation industry, particularly in terms of service excellence.
Emirates has won numerous awards – it was ranked 8th by Air
Transport World for "Airline of the Year" in 2012. The award
has been given based on recognition of its commitment to
safety and operational excellence, customer service
trendsetters, financial condition including a 25-year
consecutive annual profit.
• Emirates is rated as a four-star airline by aviation consultancy
• Emirates has won the prestigious tittle as the World’s Best
Airline in the World’s Airline Awards in 2013.
• Emirates loyalty service Skywards is its number one CRM
strategy. The award winning frequent flyer program is a four-
tier frequent-flyer program operated by Emirates.
• It is used by over 5.72 million customers.
How to earn Skyward Miles?
• Every time you fly with Emirates you earn Skywards Miles,
even on a special fare.
• Join our Silver members when you collect 25,000 Tier Miles or
take 25 flights, and access a new range of advantages and
• 50,000 Tier Miles or 50 flights opens the door to the special
benefits and premium services of Gold membership.
• Platinum privileges are exclusively reserved for our most
frequent flyers with 150,000 Tier Miles or more.
Emirates Skywards Blue
• Complimentary e-gate exit and entry in Dubai*
• Instant upgrades with Miles available at check-in
• Personal preferences are remembered
• Personal travel coordinator can be nominated
• Waitlist priority
• Welcome bonus Miles
Emirates Skywards Sliver. All benefits of Blue; Plus
• Access to all Emirates Business Class Lounges in Dubai
• 25% bonus Skywards Miles when you fly with Emirates
• Instant upgrades with Miles available on board the aircraft
• Guaranteed excess baggage allowances***
• Priority check-in
• Priority boarding
Emirates Skywards Gold; All benefits of Blue and Silver; Plus
• Lounge access throughout the Emirates network
• 50% bonus Skywards Miles when you fly with Emirates
• Guaranteed seat reservations, even on fully-booked flights
• Lounge access for guests
• Priority baggage delivery
• Opening Doors luxury lifestyle offers
Emirates Skywards Platinum; All benefits of Blue, Sliver and Gold; Plus
• First Class check-in and baggage delivery
• Access with guests to the Emirates First Class Lounge in Dubai and
• 75% bonus Skywards Miles when you fly with Emirates
• Gold ‘Partner’ Card for a spouse or partner
• Guaranteed Business Class revenue seats****
• ‘Last Seat’ Flex reward tickets even on high-demand flights
• With Skysurfers, our frequent flyer programme for young
travellers aged two to 16, you can collect Miles for treats like
free flights, Apple iPods, games and the latest fashion
accessories. Your Miles don’t expire for three years so you can
save up for something you really want. You’ll also get your
own membership card and have even more fun when flying
with Emirates thanks to extra special treatment and club
• Skysurfers earn Miles at the same rate as Emirates Skywards
members, and you can graduate to Silver or Gold membership
just like the rest of the family. All you need to do to earn or
spend your Miles is quote your membership number at the
time of booking. A parent or guardian’s signature is needed to
join and to redeem Miles for rewards
• This is for small and medium sized business, clubs and charity
How to Join?
• Choose an administrator in your company and this person will put in
place your entire company membership, with completing, a travel
account form, quoting your business rewards and ensuring that you
are credited the company miles.
How to earn Business Rewards Miles?
• You earn 1 mile each USD 1 spent on the base fare.
• Earn miles on every flight
• USD 1 spent = 1 Business Reward Mile
• Avail special offers with our partners and get attractive prices
Windows 8-based CRM application
• The airline has created its own Windows 8 based CRM application
on a HP ElitePad 900 tablet computers. The company began rolling
out the tablets on planes early this year.
• For several years, the Dubai-based airline has run a CRM app and it
was developed for laptops, but by making the program accessible on
a tablet, flight crews will have an easier time concentrating on
customer experience, according to Patrick Brannelly, an Emirates
vice president of communications.
• "By making this so much easier, we'll get so much more information
on what we do right," Brannelly said.
• Until 2004, an Emirates purser, or chief crew officer, had recorded
flight notes with pen and paper. Then, Emirates created its own
business application, Knowledge-driven Inflight Service (KIS), which
allowed pursers to use laptops to take stock of what transpired on a
flight and how to better serve passengers.
• Emirates is the first global business customer of HP ElitePad
900. The tablet became available in January, when Emirates
gave 100 of their customized devices to pursers. By year's end,
every Emirates purser will have an HP tablet, and in the future,
every flight attendant could also have one.
• The technology Emirates provides to its crew helps
differentiate them [from other airline crews] and it engages
• Emirates has more than 2,500 flights per week to 126 cities. To
maintain nonstop, overnight flights, the airline employs
16,000 crew members.
• With that many employees in the air, crew members often
know little about one another. But under the new program, a
purser will be able to establish a crew plan before a flight and
figure out who's who.
• The Windows 8 CRM application will provide an overview of
the flight crew, with photos, information on experience and
work strengths and tidbits such as languages spoken.
• The app also displays information about passengers: the
number of children, who eats vegetarian meals, who prefers a
stiff drink and who needs help because of a health issue.
• With tablet in hand, the purser will before takeoff update the
crew on how to address passenger preferences, and, in a
pinch, change people's seats.
• As touchdown nears, the purser will enter any last bit of
customer feedback and technical problems into the tablet,
and the information routes to Emirates headquarters upon
landing. Emirates then works to replicate on the ground the
CRM applied in the air.
Emirates High Street Collection
• It brings you one of the most extraordinary and rewarding
shopping experience with a huge range of luxury goods, a
catalogue with over 150 pages that you can order during flight
or at home.
The Travel Planner
• Update your seating , meals and drink preferences
• It help you choose a better itinerary
• Assist you personally, according to what you need and what
Other CRM Implementations
1. E-Services tools
3. E-Services guide tour
Extra Airline Benefits
1. Special meals
2. Chauffer drive
3. Fast track
4. Dubai visa service
5. Stopover service
6. Hotel booking functionality
7. Unaccompanied young passengers