2014

MDI Gurgaon
Areeb Shaarique 13P128

[CRM STRATEGIES AT
LUFTHANSA]
A course assignment on Customer Relationship Management

Customer Retention Strategy: Customer satisfaction is utmost important to Lufthansa. Lufthansa responded to this need by redesigning the business class seats and making them wider. An example can be quoted for illustration here: In one survey. For example. which is a leading IT solutions provider. highly focused passenger surveys are undertaken to find out inputs and gather comments from the thousands of air travellers who travel by Lufthansa carriers daily. Customer acquisition: Real time updates and Flight status: Conduit. In three week after the launch of the tool. This is an example of how Lufthansa values customer satisfaction. they wanted more legroom specifically the business passengers asked for more leg-room and elbow-room. when redesigning or improving seats. This highlights Lufthansa’s commitment to customer satisfaction in great detail. Time bound. and also lounges. it was highlighted of a need of the passengers for a change in Lufthansa Aircrafts. This customer satisfaction is at the core of Customer retention at Lufthansa All processes at Lufthansa. there were more than 1000 downloads. It gives them lots of benefits of being a special frequent flyer and has a customer base of around 20 million. Miles and More customer loyalty program: The customer loyalty program: Miles and more is a frequent flyer program for Lufthansa’s frequent flyers. and an isolated passport control and check in. Lufthansa is one of many buyers for Conduit solution and it has experienced impressive sales and increase in customer traffic. The redesign allowed any overspill into economy class to be met by telescoping seats on one side of the aisle and extending them on the other to make the seats wider. Sometimes a huge demand for business class space has an effect on the economy class. this was a welcome sign and a signal of a successful customer acquisition strategy at Lufthansa . from design of customer centric seats to delivery of the planes are carefully thought of. the airline seat manufacturer commissioned to do the redesign is typically brought in to work with Lufthansa’s marketing and technical staff. has deployed its community toolbar to provide users with real time Flight status and updates.

Safety: Lufthansa has had an impeccable record of Flight safety. Frankfurt. It is one of the first Airlines to adopt any and every modern safety feature discovered and developed in the aviation space. Lufthansa values customer feedback and suggestions. During the implementation. on ground checks and flight safety checklists are specially made to ensure safe skies. a training . Zurich and Brussels. hotel. High Quality service: Lufthansa’s service is revered for the quality of service it provides to its customers. Also Destination weather updates Sales. Munich. The maintenance schedule. so much so that it is even willing to modify certain arrangements offered by the Aircraft manufacturer to suit the customer demands. It offers them multiple choices as to which location to choose to fly from and which location to fly to given the multiple hubs that Lufthansa offers. Reliability: Customer Development at Lufthansa: Lufthansa considers customers to be an integral part of their growth plan. the entire customer relationship management was integrated under one umbrella. offers passengers dependable choices to plan their entire journey and ensure a proper travel.The user benefits of the IT strategy are: Flight status enquiry Travel enquiry Bookings for flight. The availability and response times that were bad due to heterogeneous systems re integrated and the response times improved. To let customers adapt to this tool. Their strategy defines customers as an integral part of the organization growth and development. car rental. Lufthansa has implemented CRM as a part of its strategy back in 2001. discounts and much more Customers who do not check mails often. The quality metrics are clearly defined and communicated. the information is easily available on the Lufthansa community toolbar Multi Hub strategy: The multiple hubs: Vienna. tour reservations etc. Lufthansa chose people soft as a CRM tool.

Call centers. Shortcomings in CRM strategy The major shortcomings of the CRM strategy have been the loss of personalized connect with the customers at Lufthansa. Improvements in the CRM strategy for Lufthansa: After the successful implementation of CRM at Lufthansa. it did not have the functionality of saving the user’s data. CRM tools also depend on the business tools and the process rules. This has made the services to appear more standardized and low in personalization. we optimizations were all made familiar to the old users and all of these solutions were implemented step by step in order for the users to get used to the solutions slowly. Swipe functionality The new I-phones and Android phones demand new features and to integrate CRM on those systems would require special integrated features and those features if incorporated in the current CRM tool would further improve the CRM functionality with Lufthansa. . With the introduction of the CRM software. even better services can be provided by the following actions: Improving navigation: It can also help to improve the navigation features at the CRM tool. As the previous product was manufactured by sapient and Lufthansa together. the relationship does run the risk of becoming more transactional and similar has been the case with Lufthansa although to a lesser degree. Also Lufthansa can take a more personalized approach to CRM practices in the sense that the CRM tool only acts as a facilitator and the best CRM practices would still tend more towards “Relation” rather than standardized IT tool. Lufthansa had also trained all valuable customer touch points With more and more automated systems the need for customer development has arisen. The touch points have drastically reduced to mere technology like mobile phones. The user can save data at the first entry so that the user does not need to enter data again and again. mobile solutions. Data protection and safeguard has been an issue with the implementation of CRM software. websites and laptops. To retain valuable customers.programme in the form of customer awareness is done. although it has been possible with the help of CRM tools.

airlinequality.Wikipedia.html 2. http://www. www.expressandstar.html .de/a/lufthansa-passage-startet-crm-system.1059040 4. http://www.References: 1.mobilemarketer.com 6.computerwoche.com/topic/technology/customer-relationship-management-basedenterprise-wide-data-warehouseat-german-airl 5. http://www. http://www. http://www.htm 7.com/cms/news/content/14757.com/cms/news/content/14757.com/business/midlands-business/2012/10/02/lufthansa-enjoysgrowth-in-business-customers-going-from-birmingham/ 3.mobilemarketer. http://www.mycustomer.com/Forum/lufth.