IndiGo is India's largest low-cost airline that has experienced rapid growth since starting operations in 2006. It focuses on providing affordable air travel to customers while maintaining high standards of operational efficiency and on-time performance. IndiGo utilizes various CRM practices like an online reservation system, call centers, and customer feedback mechanisms to manage customer touchpoints and loyalty. While IndiGo excels in areas like on-time departures, some customers note issues like expensive in-flight food and the need for improvements to the reservation website and customer rewards programs. The airline could enhance its CRM approach through initiatives such as a frequent flyer program, improved customer segmentation, and addressing needs throughout the customer lifecycle.

1. CRM in IndiGo Airlines

3. An Overview
• IndiGo commenced operations on 4 August 2006
• Zoomtra.com is an authorized partner of Indigo Airlines.
• Fastest growing airline in India
• A pure low cost carrier
• All economy 180 seat aircraft
• They serve 22 cities within India with 188 daily flights.
• Food sold on board
• No frequent flyer program
• No airport lounges
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4. The IndiGo story
• Highly profitable and fastest growing airline in India
• Strong Cash flows
• Superb Product quality recognized by the market place
• Largest low cost airline in India
• Industry leading on-time performance
• 99.91% technical reliability
• Comprehensive power by hour (PBH) and maintenance agreements
• Strong Management
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5. IndiGo Offerings
• 2 Categories of Clients
– Corporate
– Retail
• Corporate Clients: Annual Contract
• Zero Cancellations Charges
• Free Meals
• FAM Trips: Special trips to Tourist Destinations
• Ticket Booklet.

6. IndiGo Offerings
• Fastest Turnaround Time in the industry : 17 minutes Average
• Travel Agents taken for FAM Trips.
• Seat Spacing 2 inch more than other low fare flights(Made in
France; Toulouse)
• Giving Tickets with both the hands
• Providing Meal on flight getting delayed.

7. Market Structure & Network

8. Increasing Market Share
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9. Great On-time performance
Source : DGCA 9

10. Meaning of CRM in Airlines
Industry
• CRM is the process of managing detailed information about individual
customers
and carefully managing all customer
“touch points” to customer loyalty.
• Managing the “touch points”
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11. Touch Points
Reservations
Baggage Check in &
Tracking check out
Touch
Food & Points Frequent
flier
Beverages
program
Business
Flight
Class
Attendants
Services
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12. CRM Practices
• Online reservation system
• Separate accounts for member, agency and corporate
• Call Centres
• Domestic Travinsure
• Proper schedule available on the website
• Baggage Tracer
• Well trained and groomed in-flight crew and most importantly on-time
performance.
• Cheap Fares
• Ancillary Services
• Food and Beverages are allowed inside the flight
• IndiGo offers new, comfortable, air conditioned buses.
• Notification by SMS in case of flight delay
• Refund is available in case the flight is delayed by more than two hours

14. Online Reservation System

15. Accounts

16. OFFERS

17. Comfort & Convenience

18. Print Advertisements

19. Safety first at IndiGo follow best
practices
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20. Awards

21. Refund Options
• In case of delay or cancellation of the flight, the passenger shall have to right to choose a
refund; or a credit for future travel on IndiGo; or re-booking onto an alternative IndiGo flight
at no additional cost subject to availability.
• In case of a delay or cancellation of the connecting flight at the point of transit, IndiGo will,
at its discretion and subject to availability of seats, first offer the passenger the option to
travel on the next IndiGo flight, or that of another airline or if either options cannot
materialize, then at its discretion, provide lodging and dinner for overnight stay .

22. Seat Plus
• It allows the customer to choose seats which they desire and
feel most comfortable on at the time of booking or anytime
up to two hrs before the departure of flight.
• Seats have charges associated with them depending on their
location in the aircraft.

23. Customer Feedback
• Positive:
– “good quality from this budget airline. Flight on time, leg room good and boarding a
breeze. I will use IndiGo Airlines as it is value for money.”
– “The great thing about IndiGo is the on-time performance. ”
– “No queues at checkin, nice crew, cheerful and professional”
• Negative:
– “One bad thing about this airline is that they do not even serve water at free. Snacks
were expensive, outside foods are allowed.”
– “The only complaint is that the food is expensive - INR 150 for chicken sandwich is too
much, considering it's just a 2 piece sandwich which you can get for INR 50 at super-
markets.”
– “The food served aboard was ok, but more variety would be appreciated. ”
– “The only hassle was the reservation website did not accept internationally valid credit
card.”
Source: http://www.airlinequality.com/Forum/indigo.htm

24. Problems
• Food is costly
• Website needs improvement
• No frequent flyer programme
• Absence of special treatment for elite customers.

25. ROI from diff CRM activities

26. CRM Initiatives
High
Importance to Customer
Low
Low Effort To Implement High

27. Paradigm Shift In CRM

28. Suggestions & Recommendation
• Value Based customer segmentation
• Frequent flyer programme
• Corporate Discounts
• Customer advocate centre.
• Radio frequency identification (RFID) baggage tags.
• Improved seat quality
• Roving Agents
• New Internet booking engine driving greater consumer traffic
towards online bookings

29. Suggestions & Recommendation
• Rewards & Recognition for Employees for exceptional
customer service
• Identified customers for each employee
• Empower the employee
• Set targets and success metrics
• Address customer needs throughout the lifecycle
• Add- on Selling Strategies
• Airport Lounges
• Cheaper Food and more variety