What is it about?
This case study airline company has invested heavily in customer relationship management (CRM) over the past seven years to integrate multi-functional departments that touch customers. This study develops a novel model to evaluate customer profitability strategically and prioritizing the top 100 corporate accounts as decision support to maximize the effectiveness of integrating the CRM business process management for better return on investment.
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Why is it important?
In response to increasing global airline competition, profitable companies invest in customer relationship management (CRM) to achieve high level of customer satisfaction and loyalty. Yet, without strategic analysis of customer profitability for reconfiguring CRM activities, as emphasized in this study, return on CRM investment can remain disappointing.
Perspectives
The proposed model can add value to business process management consulting activities. Managers of the airline business process can practically makes use of the ranking model and results to optimize customer profitability by reconfiguring airline operations and marketing programs.
Dr Paul K Shum
Western Sydney University
Read the Original
This page is a summary of: BPM for supporting customer relationship and profit decision, Business Process Re-engineering & Management Journal, February 2016, Emerald,
DOI: 10.1108/bpmj-04-2015-0039.
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