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Customer relationship management of emirates

frequent flyer program

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Customer relationship management of emirates

  1. 1. Customer Relationship Management of Emirates. By Shubhra Verma and Tatenda Boka
  2. 2. 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.
  3. 3. • 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 division.
  4. 4. • 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 group Skytrax. • Emirates has won the prestigious tittle as the World’s Best Airline in the World’s Airline Awards in 2013.
  5. 5. • 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 courtesy services. • 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.
  6. 6. Benefits 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
  7. 7. Benefits 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 worldwide lounges • 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
  8. 8. Skysurfers • 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 benefits. • 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
  9. 9. Business Rewards • This is for small and medium sized business, clubs and charity organisations. 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. Benefits: • Earn miles on every flight • USD 1 spent = 1 Business Reward Mile • Avail special offers with our partners and get attractive prices
  10. 10. 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.
  11. 11. • 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 customers. • 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.
  12. 12. • 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.
  13. 13. 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 you want.
  14. 14. Other CRM Implementations 1. E-Services tools 2. E-Claims 3. E-Services guide tour 4. E-Newsletter 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
  15. 15. THANK YOU…..!!!