Introduction to CRM
Air Asia is using Customer Relationship Management (CRM) as their performance measurement system. This performance measurement system is putting customer at the heart of the business. It satisfies the customer needs and wants. It is strategy and process of acquiring, retaining, and partnering with selective customer to create superior value for company and the customer. This will then increase the shareholders wealth and company value in the long term. According to the Chairman of Air Asia, Dato Abdul Aziz, the core of the company is to provide excellent service and all the staff in the company is trained to put customers as their priority. This has shown the company concern of customers’ relationship. Thus, Air Asia has started to implement CRM as their performance measurement system on March 2009. This is strategy and process of acquiring, retaining, and partnering with selective customer to CRM in Air Asia helps the company to target market, increase merchandise and launch various promotions by analyzing knowledge about customers. Advantages of CRM for Air Asia
i) Cost reduction.
With the implementation of CRM, it would help to reduce the operational cost in the company. CRM is the performance measurement system that implement under cross functional integration of the processes, workers, marketing data and operation in the company. With the integration of the components in the company, it could enhance the efficiency and effective in the daily operation in the company and therefore, cost of operating can be reduced significantly. Other than that, CRM detects and alerts to the management the poor operational processes in the company. With this, management can perform corrective action and step and thus, it could lower the unnecessary cost incurred in the operation. Example1: Simplifying the operations: checking-in, seating
The practice of free seating. This practice really simplifies the coordination of the operations. Imagine in 25...
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