MKT610 Customer Relationship Management Assignment 1 Solution

CUSTOMER RELATIONSHIP MANAGEMENT
(MKT610)
ASSIGNMENT NO. 01
OPENING DATE: November 26, 2014
DUE DATE: December 02, 2014
MARKS: 10
TOPIC: “CUSTOMER SERVICES”
LEARNING OBJECTIVE:
The core objective of this activity is to make the students understand that why CRM is important
and how a good CRM program can improve the customer services and provide customer
satisfaction.
LEARNING OUTCOMES:
After attempting this assignment, the following outcomes are expected.
• Students will be able to understand why “Customer Relationship Management” is
important in providing better customer services and customer satisfaction.
• Students will be able to understand how customer services are improved by the CRM
programs in order to make the customer satisfied.THE CASE:
Pakistan International Airline – PIA, established in 1955, currently placed in the top 20 amongst
the best airlines in Asia. The airline is engaged in the provision of air transport service, operating
passengers & cargo services around the world. The airline serves in “Domestic and International
markets”. The Domestic market for the airline remained highly competitive with all other airlines
determined to raise their share. PIA has the capability to become the best air service provider in
Asia, but due to some reasons, its market share is dropping down in the domestic market as well
as in international market.
The Pakistan International Airlines is suffering from a difficult financial crisis nowadays. The
airline is below par due to many factors such as poor management, lack of maintenance, often a
delay and cancellation of flights, shortage of planes, emergency crash landings, and in some
cases a non-serious attitude of the administration and service staff. Such problems create
irritation among the passengers and they got panic while traveling through PIA.

Solution: Customer service can be improved by:

1-advice about lowest or discount available fares

2-deliver baggage on time

3-notify customers of known delays,cancellations and diversions.

4-allow reservations to be cancelled for a certain periods of purchase.

5-ensures responsive s to customer complaints.

6- meet customers essentials needs during tarmac days

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