Session 3: Assignment One Question

This week we talked about Customer Relationship Management (CRM) as a process and as a software application. Based on the CRM concepts learned, answer the following questions:

1. List the customer data elements generated when a customer interacts with an airline by (a) making a reservation, (b) using frequent flyer miles, and (c) completing a flight. How does information from CRM improve these interactions ?
2. What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?