A Study On Airlines CRM (customer Relationship Management) Problems

Nowadays, the successful enterprises exist a common characteristic: they are emphatically regard customer as the center. These companies are absolutely committed to define clearly in the strategic positioning of recognition and satisfy the needs of the customers. They incentive all members of the organization for the customer creation value of excellence,for forming a high level of customer satisfaction and loyalty to the company for the customer. Airlines are as typically service industry, and aviation company product exist homogeneity phenomenon seriously and competitive, so airlines pays more attention to customer relationship management (CRM). Customer relationship management (CRM) is around customer value theory basis, through the strategic orientation, customers acquisition, customer maintenance customer identification and restore five basic process. It helps airlines to find the most value for customers, and in the best interests of airlines and improve the core competitiveness. Article is based on the basic theory of material and CRM, collecting airlines CRM basic material, Combining the domestic airlines CRM analysis of causes, Combining the basic process of CRM forward countermeasures, Finally in China international airlines CRM applications, implement based on the author's point of view, evaluating its in CRM innovation and deficiency, puts forward some Suggestions of macroscopic.In the airline CRM study, the author think customer relationship management (CRM) core idea of adhering to the "customer as center", customer value theory as a foundation, Airlines CRM is key to fully understand the customer as the center "the true, correcting understanding of airlines must according to their own conditions and environment. On the basis of strategic positioning accuracy and customer as the center, provide a specific products and services for customers purposed customer loyalty in emotional. Airlines in CRM is how accurate prediction difficult customer value and how to establish appropriate customer value calculation model, relying on advanced technology, effective use, it is also future research direction.