The document discusses Jet Airways' customer relationship management practices. It provides an overview of Jet Airways, including its history, vision, partnerships, and CRM programs like JetPrivilege and JPMiles. It also discusses how Jet Airways uses CRM software from Mercator to manage its customer loyalty programs and interactions.

1. CUSTOMER
RELATIONSHIP
MANAGEMENT
JET
AIRWAYS
Aviation Industry
ASHWARYA CHAUDHARY
B.DES 01

2. INDEX
 What is CRM
 CRM in Aviation Industry
 About
 History
 Vision and Mission
 The Core Team
 The Codeshares
 Awards and Recognitions
 CRM Practices
 CRM Software
 Service Quality
 E-CRM
 Competitors
 Global Partners
 Conclusion

3. WHAT IS CRM?
Customer relationshipmanagement(CRM) is a term that refers to practices,
strategies and technologies that companies use to manage and analyze customer
interactions anddata throughoutthe customer lifecycle, with the goal of improving
business relationships with customers, assistingin customer retention and driving
sales growth.
CRM systems are designed to compile information on customers across different
channels which couldinclude the company's website, telephone, live chat, direct
mail, marketingmaterials and social media. CRM systems can also give customer-
facingstaff detailedinformation on customers' personal information, purchase
history, buying preferences andconcerns.
CRM IN THE AVIATION INDUSTRY
 Aviation is an important component of the services
sector. In the context of aviation as an industry, certain
service such as ticket booking, payment mode, in-flight
service, food and entertainment, flight timings, ease of
cancellingthe tickets etc affect customer’s satisfaction.
 Indian sky has been witnessingsevere competition at the
marketplace in the recent years.
Customer Service Initiatives-
 To provide satisfaction anddelight by the service firms, a trade off is required
between what customer desires and what company can offer keeping its business
interest and objectives alive.
 There are various initiatives taken by the service companies to attract the customers.
Customer Loyalty Programs by Aviation Players-
 Every airline today has a loyalty program designed to entice the passengers to prefer

4. its flights to that of competitors and rewardthem for doing so.
ABOUT:
 Jet Airways is an airline basedin Mumbai, India.
 As of February2016, it is the second largestairline in India after IndiGo with a 21.2%
passenger market share.
 It operates over 300 flights dailyto 68 destinations worldwide from its main hub at
Chhatrapati Shivaji InternationalAirport and secondaryhubs at Amsterdam Airport
Schiphol, Chennai International Airport, IGI Airport, Kempegowda International
Airport and Netaji Subhas Chandra Bose International Airport.
 Incorporatedin April 1992 as a limited liabilitycompany, the airline began operations
as an air taxi operator in 1993. It began full-fledgedoperations in 1995 with
internationalflights added in 2004.
 The airline went public in 2005 and in 2007, it acquired Air Sahara. It became the
largest carrier in the countryby 2010 before being eclipsedby IndiGo in 2012.
 Jet Airways has won a number of awards for its world class service
 Jet Airways was the first private airline of India to fly to Internationaldesitinatins.
 Jet Airways has three classes of service: First, Première (Business) andEconomy.
 First class is available onlyin Boeing 777-300ER aircraft. The first class offers private
suites; it features seats convertible to a fullyflat bed, personal LCD TVs and in-seat
power supply.
 Première class available on long-haulinternational flights operatedby Airbus A330-
200 and Boeing777-300ER aircraftfeatures reclinerseats, fully flat beds with
personal LCD TVs and in-seatpower. Première class in domestic flights offers
recliner seats with larger leg room in 2-2 configuration.
 Economy class on long-haul aircrafthas a 32 inches (810 mm) seat pitch with a
footrest and the cabin is configuredin 2-4-2 on the Airbus A330-200 and 3-4-3 on
the Boeing777-300ER. Economy seats on the Airbus A330 and Boeing 777 have a
personal 10.6 inches (270 mm) touchscreen LCD TV.

5. HISTORY
1992–2005: Inception-
 Incorporatedas a limited liabilitycompany on 1 April 1992.
 It started operations as an air taxi operator on 5 May 1993.
 Launchedits first international flightin March 2004 from Chennai and Colombo.
 Listed on the Bombay Stock Exchange and became public on 28 December 2004,
with Goyal retaining51% ownershipof the stock.
2006–2009: Growth and expansion-
 In January2006, Jet Airways acquiredAir Sahara for ₹14.5 billion (US$220 million) in
an all-cash deal and was renamedto JetLite.
 In October 2008, laidoff 1,900 of its employees, who were later re-instateddue to
intervention from the Ministryof Civil Aviation.
 In October 2008, enteredinto an alliance with rival Kingfisher Airlines for code-
sharingon domestic and international flights, collaborationon frequent-flyer
program and sharingcrew and ground handlingequipment.
 On 8 May 2009, Jet Airways launchedanother low-costbrand, Jet Konnect.
2010–present: Consolidation-
 In the third quarter of 2010, it became the largestairline in India with a passenger
market share of 22.6%.
 2012, officiallysought government approval to join Star Alliance.
 2011, it became the first domestic airline in India to ban meat products and liquids
in check-in baggage.
 Merged the JetLite brand into Jet Konnect in 2012 and started offeringbusiness class
seats after the shutdown of Kingfisher Airlines.
 2013, announcedthat it was readyto sell a 24% stake in the airline to Etihad
for US$379 million.

6.  Jet Airways announcedon 11 August 2014 that it would phase out Jet Konnect by
the end of the year as part of plans to re-position itself as a uniform full-service
operator.

7. VISION AND MISSION
Corporate Vision:
To be amongst the most innovative and admired brands, renownedfor service
excellence.
Corporate Mission:
 Jet Airways will be renownedfor reachingout to all our guests with a heart-warming
spirit that is our unique Indian hospitality.
 We will delightour guests with genuine care and personalisedqualityservice, along
with consistent, reliable andefficientoperations.
 We will innovate and deliver service excellence, settingstandards for competition to
emulate.
 Jet Airways will be the most sought after place to work.
 Jet Airways will achieve these objectives whilstsimultaneouslyensuringsustainable
profitabilityfor all stakeholders.

8. THE CORE TEAM
Board of Directors:
Naresh Goyal (Founder Chairman)
He has over 39 years of experiencein the Civil Aviation industry. With
his vast experience in the field of aviation, he is the recipientof
several national and international awards. He currentlyserves on the prestigious
International Air TransportAssociation (IATA) Board of Governors for the year 2009-
2010.
 Javed Akhtar
 Iftikar M. Kadri
 GaurangShetty (Whole Time Director)
 Aman Mehta
 James Hogan
 James Rigney
 Dinesh Kumar Mittal
 Anita Goyal
 Srinivasan Vishvanathan
Senior Management:
 Capt. Hameed Ali
Group Executive Officer
 Mr. Gaurang Shetty
Whole Time Director
 Mr. Amit Agarwal
Acting Chief Executive Officer & Chief
Financial Officer
 Mr. K M Unni
Chief of Operations
 Mr. Jayaraj Shanmugam
Chief Commercial Officer
 Capt. Hassan Sayed Kamal Al
Mousawi
Sr. Vice President - Safety & Quality
 Capt. Nikhil Ved
Sr. Vice President – Operations
 Capt. Sudhir Gaur
Mr.

9. Vice President- FlightOperations
Special Projects & Excellence
 Ms. Warakorn Komutanont
Vice President– InflightServices
 Mr. Rahul Taneja
Chief People Officer
 Mr. Shrimanikandan
Ananthvaidyanathan
Chief Information Officer
 Mr. Colin Neubronner
Sr. Vice President – Marketing& Sales
 Mr. Belson Coutinho
Vice President– Marketing,
eCommerce & Innovations
 Mr. Prasad Kholkute
Vice President- Revenue
Management
 Mr. Abhijit Dasgupta
Vice President- Alliances & Planning
 Ms. Sonu Kripalani
Sr. Vice President - Guest Experience
(includingGuestRelations)
 Ms. Ragini Chopra
Vice President- Corporate Affairs &
Public Relations
 Mr. Pradeep Kumar
Sr. Vice President – Cargo
 Col. Avneet Singh Bedi
Vice President- Security
 Mr. Ashok Barimar
General Counsel & Sr. Vice President -
Legal
 Mr. Kuldeep Sharma
Vice President– Global Compliance &
Company Secretary

10. CODESHARES
A codeshare agreement, sometimes simply codeshare, is an aviation business
arrangementwhere two or more airlines share the same flight. Sharing, in this sense,
means that each airline publishes andmarkets the flight under its own airline
designator and flight number as part of its publishedtimetable or schedule. Jet
Airways codeshares with the followingairlines:
 Air Berlin
 Air Canada
 Air France
 Air Seychelles
 Alitalia
 All Nippon Airways
 Bangkok Airways
 China Eastern Airlines
 Delta Air Lines
 Emirates
 EtihadAirways
 Garuda Indonesia
 Kenya Airways
 KLM
 Korean Air
 Malaysia Airlines
 Qantas

11.  South African Airways
 United Airlines
 VietnamAirlines
 Virgin Atlantic
AWARDS & RECOGNITION
 Best CargoAirline (2016), Air Cargo awards.
 Programof the Year (2008), Freddie Award.
 Best Domestic Full Service Airline (2008), Galileo Express TravelWorldAward.
 Best Airline Award (2007), Genius of the Web Award.
 Best Overall In-flightEntertainment (2007), AVION WorldAirline Entertainment
Award.
 Best Domestic Airline (2005), TTG Travel Asia Award.
 Most Respected Company (2004), Business World Award.
 World Market Development Award (2001), Air TransportWorld Market Development
Award.

12. CRM PRACTICES
o PAST:
 JetLite: JetLite, was a low-cost subsidiaryof Jet Airways. It was formerlyknown as
Air Sahara until the buyout by Jet Airways which rebrandedthe airline as JetLite.
Jetlite was merged with Jet Airways' in-house low cost brand JetKonnect on 25
March 2012 as a move towards operatingunder one brand.
 JetKonnect: It was an Indian low-cost airline basedin Mumbai and based on
the Mumbai airport . It was a subsidiary of Jet Airways and thus a member of
the airline allianceEtihadAirways Partners . On 1 December 2014 JetKonnectwas

13. integratedinto Jet Airways endingits own operations, and now flies for them under
code share, using its own Air Operators Certificate and flight code S2 till merger of
the two companies is completed after approval. The aircraftfleetis also progressively
being repaintedin Jet Airways livery.
 Jet Kerala/ Jet2incredible MP: These were Tourismpackages to Kerala and Madhya
Pradesh and other Special offers duringsummer vacations and new year.
o PRESENT:
 JET PRIVILIGE:
5 Membership Tiers
1. Blue: Base tier
BluePlus: Members will be upgraded from Blue to BluePlus tier on completion of 1
accrual activity(airline or non-airline Partner) in the last 12 months. BluePlus Tier is
reviewedonly for an upgrade and the tier will not change to Blue.
2. Elite Tiers: Silver, Gold and the exclusive Platinum– created especiallyfor the most
frequentflyers.

14. Membership Cards/Pack
Elite tiers - Silver, Gold and Platinum: On completion of the requiredTier Points or
Tier Miles.A welcome pack containingthe new membership card, baggage tags and
voucher(s) will be sent.
While the elite tier is validfor a period of 12 months from the date of attainment, the
membershipcard will have an extended validity of one extra month (13 months). This
ensures that the member does not miss out on any benefits till the new cardreaches
him/her
 DYNAMIC TIER REVIEW – DTR :
Unique to Jet Airways, DTR is an awardwinning, multi-periodand multi-criteria-
based tier review. It has no precedentanywhere in the world. With DTR, upgrade to
the higher tier is quicker and tier renewal is easier.
DTR evaluates a member's tier based on Tier Points and Tier Miles. Tier Points and
Tier Miles are those earnedon qualifyingJet Airways, Jet Airways codeshare and on
EtihadAirways Partner flights. For any travel on or after 17th August, 2016, on Jet
Airways marketed and operated flights and Jet Airways flights operated under S2
code, the Tier Points and Tier Miles will be basis the Network, Cabin and Fare Choices
made. On travel on Jet Airways codeshare flights operated by Etihad Airways
Partners, Tier Points and Tier Miles will be awardedbasis the Network, Cabin and
Booking Class. Members get rewardedwith additional Tier Points and Tier Miles for
flights in Première and First Class. Any classes not listed in the tables below will not
be eligible for earningTier Points and Tier Miles.
 JPMILES: The number of Base JPMiles earnedis the direct travelleddistance
between the origin and destination city-pair. JPMiles earnedare based on the fare
and cabin travelled.
Validity of JPMiles-
- cannot be heldindefinitelyby a member.

15. - JPMiles are validfor redemption up to the end of the thirteenth quarter from the
quarter in which they were earned.
- JPMiles that are not redeemed before expiry, will lapse.
- JPMiles will not lapse for JetPrivilege Platinum members. Any unredeemed
JPMiles that are due to expire at the end of the said quarter will be extended to the
next quarter.
Redemption of JPmiles:
- The minimumrequirementfor an award travel within India on the shortest route is
5,000 JPMiles.
- Carrier charges will be applicable for all Jet Airways bookings confirmedon or after
17th Aug’16 on a per passenger per segment basis.
- Effective 20th Oct 2016, you can book your revenue or redemption ticket on Jet
Airways up to 1-hour prior to domestic flight departure and 2:05 hours prior to flight
departure for International flights.
Members can also take advantage of the following options-
- Purchase JPMiles
- TransferJPMiles
- JPMiles Upgrade
- Cash Upgrade
- Cash N Miles ticket
- PersonalizedWeb Access
 Before you travel :
Effective 20th Oct 2016, you can book your revenue or redemption ticket on Jet
Airways up to 1-hour prior to domestic flight departure and 2:05 hours prior to flight
departure for International flights.
Online ticketing: Book, pay and print your tickets instantly.
Web Check-in: Select your seat, print your boarding pass and proceed directlyfor
securitycheck.

16. Kiosk Check-in: New age Kiosks at select airports in India help you select your seat
and print your boardingpass at the touch of a screen, when travelingwith only hand
baggage.
 At the airport:
 EDUJETTER:
As a student, with Jet Airways you are entitled to receive:

17. 1. Free Excess baggage.
2. Baggage tagged and checked-in up to your final destination.
3. Benefits from Cox & Kings, Uniconnectand JetEscapes.
To be eligible for eduJetter you must have the followingdocuments for verification:
1. Student visa (As applicable).
2. A copy of your official acceptance offer letter from the universitywhich should state
your name clearly.
Applicable for colleges in the followingDestinations:
 Bangkok
 Canada
 Dubai
 Hong Kong
 London Heathrow
 Paris - Charles de Gaulle
 Singapore
 Toronto
CRM SOFTWARE
Mercator, the IT division of the
Emirates Group, had successfully
implemented its CRIS frequent flyer

18. and customer relationshipmanagementsolution carrier JetAirways. The solution helps
Jet Airways introduce a broad range of innovative and user-friendlyfeatures while the
company's managementbenefits from a continual stream of qualitycustomer
information, helpingthem to better understandtheir passengers and create the
services to match.

20. SERVICE QUALITY
 Understanding the gaps:
1. The knowledgegap is the difference between what service providers believe
customers expect and customers’ actual needs and expectations.
CUSTOMER EXPECTATION – MANAGEMENTPERCEPTION
• Seat allotment
• More variety in harder products
2. The standards gap is the difference between management’s perceptions of
customer expectations and the qualitystandards establishedfor delivery.
MANAGEMENT PERCEPTION – SERVICE QUALITY SPECIFICATION
• RecliningFeature
• Check-In baggage
3. The delivery gap is the difference between specifieddeliverystandards and the
service provider’s actual performance on these standards.
SERVICE QUALITY SPECIFICATION – SERVICES DELIVERED
• UnfriendlyCheck-In
• Unhygienic conditions
E-CRM

21. E-CRM
 MOBILE APP:
The New mobile app lets you book tickets, check your flight status, avail special
offers and manage your JetPrivilege accounton the go. This safe and secure travel
tool helps you plan and stay connectedanytime, anywhere.

22.  MOBILE CHECK-IN:
Mobile check-in Features:
1. Mobile check-in lets you select your preferredseat and avail e-Boarding Pass. The
e-BoardingPass will be sent to your email address.
2. Mobile check-in is available for:
a. Guests holding a valid Jet Airways booking reference (PNR), purchased
directlywith us or through a travel agent.
b. A maximum of 9 guests per PNR and Group PNRs with a maximumof four
segments.
c. Guests holding a valid and confirmedeTicket only.
d. Guests departing from an airport which is online with our check-in system.
Please click here to view the list of cities and airports where Mobile check-
in is available.
e. Guests travellingwith childand / or infant.
f. Guests booked on codeshare and Interline flights.
g. Guests fulfillingthe check-in time window criteria (Please refer the below
check-in window table).
Check-in window criteria:

23. Class Category Check-in within India International Check-in
Class-First
Class
Category:All
Check-in within India:
N/A
International Check-in: 48
to 2 hour prior departure
Class-
Première
Category:All
Check-in within India:48
to 1 hour prior departure
International Check-in:
48 to 2 hour prior departure
Economy
Category:
JetPrivilege Platinum /
Gold
Check-in within India:
48 to 1 hour prior
departure
International Check-in: 48
to 2 hour prior departure
Category:All other
guests
Check-in within India:
24 to 1 hour prior
departure
International Check-in: 24
to 2 hour prior departure
 IVR TICKETING:
Interactive Voice Response (IVR) based Payment and Ticketing
Booking and paying for our eTickets over an exclusivelycustomizedandsecure
Interactive Voice Response (IVR) system.
Once we confirmthat we wish to pay through the contact centre, the executive will
transfer us to a secure IVR system that will request us to enter our credit card details.
On successful authorization of the credit card, we will get an automated response
and your eTicket will be sent to our via e-mail instantly.
This service is currentlyavailable for all bookings made through the India, US and UK
contact centers.
Ancillaries
We can now call the contact centre through IVR and purchase the followingancillary
services:

24.  Seat Select
 Excess Baggage
 UMNR
 Carriage of Pets
Data Security: Once we are referredto the IVR system; there is no manual handling
of our call or your credit card details. the staff will take over only after completion of
payment and ticketing. Information exchangedwith them through the IVR system is
treated securelyand protected by Verisign andThawte, by using the internationally
accepted and industrystandard powerful encryption technology(128 bit secure
socket layer, SSL).
To further enhance creditcard data security, the credit carddetails are masked in the
reservation recordand are not accessible to the contact centre staff.
We also get rewardedwith 250 BonusJPMiles while booking tickets online and via
IVR.
 SMS SERVICES:
With just an SMS we can access information such as flight status and schedules,set
alerts or automaticallyreceive flightdelay messages and even requestfor your
JetPrivilege accountdetails or search for the lowest fares on our flights.
Low fare search on SMS- To know the lowest fares available on a particular sector,
simply send a SMS to 56388 in the format as given below
SMS LFS<space>ORIGIN<space>DESTINATION<space>DATE(in dd/mm format) to
56388. e.g. LFS BOM DEL 25/10 to 56388
Reply Jet Airways: All inclusive lowest fare for BOM-DEL on 25Oct09 is INR5179 on
9W2206, 9W2202, 9W2059, 9W2208. Book now on jetairways.com. Conditions
apply.

25. Flight delay messages via SMS- If our flight is delayed for more than 15 minutes,
they will automaticallysendus an instant flight delay information via SMS.
JetPrivilege accountupdates- We can get information we need regarding
our JetPrivilege membershipaccountby simply sendingan SMS.
Service SMS to 56388
Serivce: JPMiles Balance SMS to 56388JPBAL <space>
JetPrivilege Number
Serivce: Mileage Expiry details SMS to 56388JPEXP <space>
JetPrivilege Number
Serivce: Current Tier status SMS to 56388JPTIER <space>
JetPrivilege Number
Serivce: Tier Review Date SMS to 56388JPREV <space>
JetPrivilege Number
Serivce: To get a list of all the above
service codes
SMS to 56388JP
Flight Status-
We can even check for arrival or departure information or get to know if our flight is
delayed or on-time, by simply sending an SMS to 56388
SMS Jet <flight number> to 56388. For e.g. Jet 301 to 56388
Reply Jet Mobile: 9W 301 BOM 0700AM DEL 0855AM Arrived
Reply Jet Mobile: 9W 301 BOM 0700AM DEL 0855AM Delayed
Set Flight Alerts- We can also Subscribe for flight status information from our
mobile and get to know the latest update on our flight via SMS.
To set alerts for same day of travel:

26. SMS JETALERT <Flight Number> to 56388. For e.g. JETALERT 301 to 56388
Reply Your alert has been registered for flight no 9W301
To Set Flight Alert for a particular date of travel:
SMS JETALERT <Flight Number> <mm/dd> to 56388.
Reply Your alert has been registered for flight no 9W301. Date 08/30/2008
Flight Schedules- To avail flight schedule
SMS JETSCH <mum> <del>to 56388 (Please enter the first 3 letters of the
city pair i.e for Bangalore you will need to key BAN)
Reply JetMobile:9W301 1 2 3 4 5 6 7 07:00am 08:55am Mumbai Delhi
(1-7 denotes Mon-Sun)
 WEARABLES:
 We need to Simply install the latest version of the Jet Airways iOS mobile app
 Then turn on the ‘Show App on Apple Watch’ option under the ‘My Watch’section
on our iPhone
What information can you access via the mobile app on Apple Watch?

27.  Check your flights status real-time through the app on Apple Watch
 Receive flight status notification updates
 Get alerts on upcoming trips
 Be the first to know updates on special offers
 Scan your ticket pass to access airports wherever applicable
Now get flight updates at the flickof your wrist.
COMPETITORS

28. GLOBAL PARTNERS
CONCLUSION
 Jet Airways can be rankedas ‘no.1’ for its guaranteedrewards (basedon survey).
 Jet Airways’s services are excellent.
 They believe in innovativeness andcreativityto serve their customers satisfactorily
and keep them happy always.
 To compete with its competitors, in this day and age, they however need to improve
their services marginallyto excel and remain in the top bracket.
 After a thorough analysis and comparison with Air India and IndiGo, we can conclude
by saying that jet air ways is the most preferred air line on the sole basis of the
quality of service they provide.

29.  It is further seen that good service leads to customer satisfaction in turn leadingto
loyalty of the customers.
 CUSTOMISEDSERVICE = DELIGHTEDCUSTOMERS = BRAND LOYALTY
 They have advancedtheir technologyover the years to give their customers the best
of services possible.
 The Reward system that they use is very customer-friendly, can be handledeasilyby
the customers and is also made to make the travel more cheaper and more
comfortable.