MBA570 - Individual Assignment - Week Four - 08-12-06

MBA570 - Individual Assignment - Week Four - 08-12-06 -...

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Alternative Solutions 1 Alternative Solutions and Risk Assessment: Classic Airlines Robert Sikes, MBA570 University of Phoenix August 12, 2006
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Alternative Solutions 2 Abstract Exit interviews with key or “gatekeeper” employees can provide both critical and useful information on the well being of a company. At Classic Airlines, two exit interviews told the story of a company in customer relationship crisis. “Either get rid of the supposed CRM [Customer Relationship Management] system, or get it straightened out fast. We spent an unbelievable sum of money to implement one of the best platforms available, and we couldn’t (or wouldn’t) spend the extra little bit to fit the system around the needs of our customers…you’ve got to capture customer contact at all points of interaction with the company to provide the proverbial “360-degreee view of the customer”. Until that is addressed, all you’ve really got is an expensive reservations system, and not even a good one at that,” said Classic Airlines’ former Vice President of Marketing (University, 2006). “…I really felt the company was moving in the right direction. I guess I’d have to say something related to the frequent-flier program. It seemed that my reps received pretty consistent negative feedback from customers, and with the rising cost issues we were dealing with company-wide, I don’t think the company had the time or money to respond,” said former Supervisor, Customer Service for Classic Airlines (University, 2006). In any business, customer relationship management—including psychographic segmentation (focuses on lifestyles, attitudes, values, and beliefs of consumers) (Smith, 1997)— has become integral in marketing strategies. However, the cost to maintain a strong and effective system, as well as time-consuming data entry tasks, does little to bolster executive and sales end-user buy-in (Myron, 2006). Nonetheless, companies with declining sales and customer dissatisfaction, like Classic Airlines, must find alternative solutions, examine risks, and demonstrate a measurable return on investment (University, 2006).
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Alternative Solutions 3 Alternative Solutions and Risk Assessment: Classic Airlines Alternative Solutions By applying marketing strategy best practices, Classic Airlines can improve upon their own products and processes, and creatively identify possible solutions. After measuring any constraints or assumptions, tier-one solutions have been identified as follows: Tier-One Solution No. 1 1. Redesign existing Customer Relationship Management (CRM) system to capture customer contact at all points of interaction with Classic Airlines providing a customer-driven, “outside-in” approach. CRM systems have evolved from an “inside-out” focus—through three phases of
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This note was uploaded on 06/12/2011 for the course ETHICS mba taught by Professor Wilkes during the Spring '05 term at University of Phoenix.

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MBA570 - Individual Assignment - Week Four - 08-12-06 -...

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