But Customer Relationship Management Makes Frequent Fliers Feel
Special
If you've been exposed to aviation
jargon, you're probably familiar with the term 'CRM.' "Crew
Resource Management" was in the spotlight during the US Airways
ditching in the Hudson River, and flight schools sometimes refer to
it as "Cockpit Resource Management" for single-pilot
operations.
But there's a new "CRM" being studied by the airlines, and its
stands for "Customer Relationship Management." It involves managing
information to equip employees who serve you with information which
will help them do so more personally. The Wall Street Journal
reports airlines have been slow to exploit CRM, largely because of
incompatible computer systems.
One early signs US airlines are "getting it" is a new
post-boarding perk for frequent fliers on Alaska Airlines, seated
in coach. Flight attendants will bring you your favorite drink and
greet you by name. Cam Marston -- a frequent flier with Delta,
American and US Airways -- was on an Alaska flight recently, when a
nearby Alaska frequent flier was served the drink.
"It really made an impression," Marston told the WSJ. "With the
technology available today, it would seem easy to do to add
personalized service... I think there is huge opportunity."
Other applications for the technique might include knowing your
bag was lost on your last flight, and being greeted with an apology
and complimentary airport lounge pass on your next trip.
So... if Amazon can automatically evaluate your purchase history
to suggest other books you might like, and hotels can keep track of
your favorite kind of pillow, why haven't the airlines been on this
sooner? Industry experts say poor labor relations are one reason.
Arming a disgruntled employee with more personal information on
passengers could have an obvious downside.
But obsolete IT infrastructure is also a factor. Many airlines
have relevant customer information on separate, incompatible
computer systems, making it hard to even identify who their best
customers are.
But Alaska Airlines is proving it can be done. Its conspicuous
greetings and drink deliveries to good customers, even in coach,
has been implemented despite customer information being scattered
across six different computer systems and databases.
The last link in the chain is decidedly low-tech. Flight
attendants are given manifests with frequent customers
identified...on paper.