China Eastern Airlines Customer Relationship Management System Diagnosis

China is becoming the world’s largest and fastest-growing tourist destination tourist-exporting countries, the development of the aviation industry is facing unprecedented opportunities and challenges. Customer relationship management is the key to survival and development of the airline to establish a "customer-centric" sales, customer service in one of the customer relationship management system,aviation companies invincible key.In this study, questionnaire, corporate visits and literature search, using observation, literature research, qualitative analysis, simulation methods and lessons learned, the status of customer relationship management system application Eastern Airlines conducted diagnostic studies, and Eastern implement CRM system for analysis.Research shows that Eastern Airlines maintenance and maintain customer relations, took integrate sales, marketing, research and improve customer service quality, such as a means to achieve the enterprise’s business process automation,sales links simplistic, modern management tools, integrated enterprise obtain significantly improved competitiveness, and create an effective customer relationship management system, the implementation of effective monitoring of customer activity management, knowledge management, data warehousing, marketing management,sales management and customer service management, has been in practice further improved, but there are still some drawbacks. Eastern CRM system by improving the structure was further optimized Eastern call center, frequent flyer systems, sales management system, enrich and improve the CEA’s CRM service operating system.Improve the CRM system, customer satisfaction and loyalty were 20.6% and 13.7%,enhance customer base has been optimized, high-quality customer rates improved12.7%, CRM systems and the overall business model business processes,significantly improves the Eastern Airlines operational efficiency and effectiveness of customer relationship management system, improve the quality of their customer service, stable quality customer ’s customer base, improve customer satisfaction and loyalty. Meanwhile, the study pointed out the lack of Eastern CRM system application process exists in the information technology, systems management, andimplementation of the many constraints that exist in the CRM system, put forward suggestions for improvements and ways to optimize Eastern CRM system.