The Overall Design & Solution To Implement The CRM For China Southern

CRM is more and more prevalent in all walks of lives including aviation industry as a commercial strategy centering on customer value management with the rapid recognition and application of related software under the technical development of communications and digital network.China Southern, the largest Chinese airlines in scale, need build up an integrated and consolidated CRM system so as to enhance its core competition ability, maximize its customer value ensuring maximizing company revenue by improving customer loyalty, extend customer life cycle for which the limited resource may be taken full use of to provide higher customers with more customer surplus. This thesis aiming to the study on building up and improvement of CRM on the basis of China Southern reality includes the following contents:(1) Putting forward CRM implementation target of improving the ability to competition and profit-making on the basis of enhancing customer satisfaction and loyalty analyzing the necessary of China Southern implementing CRM on the basis of origin and development of CRM under the circumstance of airlines actuality. The goals, contents and research ideas of the whole thesis are given.(2) Analyzing deeply and particularly the China Southern CRM implementation requirements on function,customer relation, service,product and management in conjunction with the concept,types and main methods of CRM on basis of China Southern existing organizational structure and marketing status with current business and service flow considering the developing reality of international and domestic aviation.(3) Putting forward the China Southern CRM general design object of strategy, management, technology and profit, with the general design principle of consistency, integrity, flexibility, adaptability, simplicity, profitability, and reliability. Sketching the framework made up of four parts consisting of core system, interface platform, database, and operation system, which may achieve three main functions involving customer information management, customer intelligence management and customer interactivity management, attaching sub-systems such as frequent flying passenger, customer information, call center, website booking, E-ticketing, radio service and ground self-service. Accordingly the thesis defines the system-building stage division.(4) Bringing forward China Southern CRM implementation solutions building up China Southern CRM on ASP model under the analysis of the four main CRM building systems including C/S, B/S, R/S and ASP. The thesis provides with the choice of technology and tool by which China Southern CRM system may be effectively implemented on the basis of reality. It also demonstrates the outsourcing feasibility of CRM system building with effective project management.(5) Formulating supporting measures of system, mechanism, funds, quality for general CRM solutions.