Why data is essential for Customer Relationship Management in aviation

By Hélène Dubos | Trends & Innovation

Dec 17
customer relationship management in aviation

It has been a difficult couple of years for airlines when it comes to passenger satisfaction. Whether it is ticket price rises, strikes or embarrassing videos going viral, scores in airline customer satisfaction surveys around the world have shown a marked decline. However, there are plenty of success stories too; and many airlines are bucking the trend, posting improvements in Net Promoter Scores and transporting happy passengers who are likely to become loyal customers. By using airline data, it becomes possible to significantly improve Customer Relationship Management in aviation. 

Ultimately, customer satisfaction is about knowing your airline’s passengers and giving them what they want. And a key way of doing this is to use the data you hold on passengers to give them more personalized service. Let’s see how.


FURTHER READING: Learn about the benefits of CRM in aviation


Why Customer Relationship Management for Airlines is important

Customer Relationship Management in aviation shows passengers that you care about them. By using CRMs like Salesforce, ZenDesk or BPM Online to register past conversations and contacts with a customer, your client service teams are able to quickly read up on an individual’s past contact with you and understand the context. Compare the following scenarios:

Airline customer services without CRM

Airline customer service with CRM

A passenger has had a suitcase go missing. On first calling the airline she was assured it would be delivered to her home address soon, but it hasn’t come after two days.

A passenger has had a suitcase go missing. On first calling the airline she was assured it would be delivered to her home address soon.

The passenger hasn’t heard back so keeps calling up. Each time she calls, she needs to explain her problem to a new person who repeats suggested solutions from a script.

An automated notification pops up in the airline’s CRM platform to follow up with the customer the next day. The passenger receives the call and explains the bag still hasn’t arrived. The employee goes to investigate.

The passenger explains she has already tried the initial ‘solutions’ to no avail and needs more help.

The employee who calls her wasn’t the first person the passenger spoke to. However, he can read notes from the earlier call and understand what happened.

Unsurprisingly, she swears never to fly with the airline again.

He then resolves the problem and gets the bag delivered fast. He offers as well while a 10% discount on her next flight. An offer which leaves her with the feeling that the situation had been treated very fairly.

Customer Relationship Management in aviation clearly has serious benefits when it comes to passenger satisfaction. However, most CRM platforms are relatively generic, providing the same features to a wide range of industries - from retail to logistics to travel. In the aviation industry, knowing travel context and personal information is crucial for differentiation, therefore enhancing CRMs with the most important and relevant passenger information is vital.


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Harnessing airline data to improve CRMs

Airlines collect enormous amounts of information about their passengers which can prove incredibly helpful when it comes to solving problems and improving the passenger experience. Conztanz works with some of the world’s leading CRM platforms - including Salesforce, ZenDesk, BPM Online and more - to enhance their systems with airline-specific data.

This means that staff using these CRMs in airline call centers have access more useful information to support passengers:

  • Past and future travels
    Customer service representatives are able to see all the passenger’s upcoming flights with you, as well as all past journeys. This helps them understand how new or old the passenger’s relationship is with you, how frequently they fly and where they fly to.

    Example benefit: A passenger calls up to enquire about weight restrictions. At the end of the call, the customer service representative notices the passenger regularly flies on a specific route and informs them of an upcoming sale on that route - leaving them very impressed.
  • Additional purchases information
    This data brings the passenger’s ancillary sales history into your team’s CRM interface. In a second they can learn a lot about the passenger: Do they regularly buy additional luggage? Do they pay for services like WiFi?


    Example benefit: Knowing a customer usually buys ancillaries , staff could resolve a complaint by offering a voucher for the passenger’s next trip
  • Loyalty program information
    This tells your customer service team in an instant whether the passenger is a member of your loyalty programme or not.

    Example benefit: When answering a passenger query, the customer agent can apply the specific treatment reserved for loyalty member; or propose none member to enroll to benefit of the advantages of the loyalty program.

The more data that customer service teams can see about your passengers, the more capable they are of offering a truly world-class service.

Conztanz enhances Customer Relationship Management in Airlines

CRM platforms provide airlines with powerful tools to better serve their customers. To really get the most out of these systems, airlines need to integrate their existing passenger and travel data into those platforms. However, this requires integration works between the CRM’s solution and one or multiple systems containing customer data. However, as most airline data is distributed across multiple silos, it makes it very difficult to bring all that data into one place.

And this is where Conztanz helps. Our platform gathers customer data into one place for the airline and provide built-in connectors or apps integrating the customer data directly into the CRM interfaces. It allows customer service departments to enhance their quality and efficiency thanks to the use of insightful data. To learn how it works, read our Salesforce case study.

To learn more about the CRM’s we currently integrate with, contact us today.