Research On Customer Relationship Management Of Xiamen Airlines Service Center

Xiamen Airlines(MF)service center was established in 2008,as soon as the customer service hotline 95577 was opened.MF became the first domestic airlines which launched a nationwide unified customer service hotline.Customer service center not only deals with complaints,passenger ticket query,reservation,endorsed,refund and often passenger query and modify data services,but also include telephone online sales business,invoice enquiry,flight self-help business,etc.After seven years of development,with "drive marketing by service" model and the concept of "moving customers",MF customer service center won the 2014 China best contact center"golden headset" gold award.Although MF service has reached a new level,how to keep improving service is still a challenge.In this paper,we will discuss about the problems in customer relationship management(CRM)of MF service centers and the corresponding solutions combined,combing with my own working experiences,and application of customer satisfaction,customer loyalty,ABC classification,and other theories.First of all,it analyzes the air transport market to find out the opportunities and threats of the market.Second,after a brief introduction of the MF service centre,it analyzes the present situation of the customer relationship management(CRM)to find out the problems,including:customer complaint problem are always there;Customer service concept is not in-depth every employee;"Agent" trigger communication disorders between the airlines and the customers;Customer information storage system is not perfect,etc.and further explore the causes of these problems.Finally,aiming at these problems and reasons,it tries to improve customer satisfaction,establishing enterprise culture system,strengthening the communication with the customer directly and improving customer loyalty,in order to perfect the strategy of customer relationship management of MF service centre.