1
Contents
PURPOSE OF DOCUMENT.................................................................................................................... 4
INTRODUCTION.................................................................................................................................... 4
HISTORY................................................................................................................................................ 4
COMPANY’S MISSION STATEMENT................................................................................................... 5
COMPANY’S VISION STATEMENT...................................................................................................... 5
CORES VALUES..................................................................................................................................... 5
ORGANIZATIONAL CHART................................................................................................................. 6
COMPANY’S PRODUCTS/SERVICES.................................................................................................... 7
MAJOR COMPETITORS........................................................................................................................ 7
TARGET MARKET/CUSTOMER........................................................................................................... 7
PRODUCT LIFE CYCLE......................................................................................................................... 8
SWOT ANALYSIS................................................................................................................................... 9
GOALS OF CRM................................................................................................................................... 11
CURRENT SERVICE SALES PROFILE MODEL..................................................................................12
KEY AND ACTION POINTS THAT CAN TRANSFORM EACH EXISTING LEVELS TO EXISTING
LEVELS TO RECOMMENDED PROFILE LEVELS.............................................................................14
TOOLS OF CRM USED BY EMIRATES AIRLINES.............................................................................15
3 QUESTIONS AND THEIR ANSWERS (W.R.T. BUSINESS AND CUSTOMER SUPPORT)...............16
CONCLUSION & RECOMMENDATION.............................................................................................. 18
LEARNING FROM THIS PROJECT..................................................................................................... 18
LEARNING FROM THIS COURSE....................................................................................................... 19
REFERENCES....................................................................................................................................... 19
2
PURPOSE OF DOCUMENT
The purpose of this document is to study and evaluate the Customer relationship
management implementation and practices in Emirates Airline. We studied
different CRM tools and techniques and strategies implemented by Emirates
Airline relating to customer relationship management. We analyzed the loop holes
in their current CRM strategy and made recommendations for the improvements in
order to enhance the customer satisfaction and experience pertaining to the service
offered by Emirates Airline.
INTRODUCTION
Emirates Airlines is currently the largest airlines in Middle East and fourth largest
in the world. Since its incorporation in 1985 by the help of Pakistan International
Airlines it has come a long way to become a leading airline offering best in class
services to its passengers.
It flies to more than 150 cities across 74 countries with a mixed fleet of Airbus and
Boeing aircrafts.
HISTORY
Emirates, the world's fourth-largest airline was founded in 1985 by the royal family
of Dubai. The airline's first flight was from Dubai to Karachi, Pakistan in October
of that year. Its first aircraft stock came in the form of a pair of Boeing 727
provided by the Dubai Royal Air Wing. The airline grew rapidly through
partnerships and investment to become one of the world's leading air carriers.
3
Company’s Mission Statement
“We exist to deliver the world’s best in flight experience “
Company’s Vision Statement
“To make civil aviation safe, leading and sustainable”
CORES VALUES
Our values define our behavior towards people, challenges and opportunities.
Excellence – in everything we do.
Agility – to move as one with the impact of thousands.
Innovation – to remain ahead of the game.
Leadership – we lead the industry and our people with strong example.
Reliability – count on us to get results.
4
ORGANIZATIONAL CHART
5
COMPANY’S PRODUCTS/SERVICES
1) Passenger Flights
2) Air Cargo (Emirates Sky cargo)
MAJOR COMPETITORS
1) Etihad Airways
2) Qatar Airways
3) Lufthansa
4) Fly Dubai
5) Malaysia Airlines
6) Turkish Airlines
7) Saudi Arabian Airlines
8) Cathay Pacific
TARGET MARKET/CUSTOMER
Premium customers who seeks quality, travel from one country to another.
Business travelers –existing and new customers seeking a higher quality service
compared to other major airlines.
PRODUCT LIFE CYCLE
Emirates falls in growth stage right now in view of heavy competition. Emirates
right now focused on promotions and advertising. They added number of new
destinations in their list and with the recent growth of new customers, it is expected
to maintain its growth pattern. If we see the revenues the figures shows that in
6
2016 it was 85044 million Dirhams but was increased to 85083 million dirhams in
2017 and in 2018 its revenue is 92322 million dirhams. Their total assets increased
to 127587 million dirhams from 121558 million dirhams. Number of passengers
was also increased from 56076000 to 58485000 in 2018. The cargo carried was
also increased from 2577000 tons to 2623000 tons. They increased the numbers of
destination and aircrafts. In 2018 they have only 1 executive jet A319and now they
have 2 executive jets. In 2018 they have 250 aircrafts and right now they have 261
aircrafts including both A380 airbus and Boeing 777 aircrafts.
SWOT ANALYSIS
Strengths:
Emirates have edge on others due to the following facts and figures.
158 destinations to more than 85 countries in 6 continents & this immense
span of operations is certainly a great strength of Airline
7
Emirates has a brand image in contrast with Dubai which is the leading
tourist destination & enjoys this privilege in capturing the market share as
compared to other players
Emirates has the sponsorships with some giant football clubs for e.g AC
Milan, Real Madrid, Arsenal etc which proves the worth of Airline how
devoted it is for expansion & visibility around the Globe
Emirates has a diversified workforce of it’s employs consisting over 160
nationalities which makes it a global organization
Weakness
Emirates seems to find it difficult to occupy the US market. This is a weakness as
the US market could fetch more revenue for the airline company
Emirates airline does not seem to cater to the middle class and budget traveler.
Opportunities
Emirates has an opportunity to expand it’s routes to more than 158
destinations.
Joint Ventures – Having many joint ventures and partnerships with many
international players can give more opportunity for the airline company.
This will help them to increase their revenue
It can expand in the USA by resuming double daily flights from some larger
U.S cities or by connecting to new markets to Dubai Due to increase in
demand of low cost flights emirates should introduce a subsidiary budget
Airline which could be an opportunity.
THREATS
8
Competitors are the major threats to the airline. Emergence and performance of
airlines such as Etihad, Qatar Airways, and Turkish Airlines are note-worthy in
this regard. These airlines are expanding rapidly posing a threat to Emirates
Any decline in tourism to Dubai can be a threat to Emirates due to terrorism
America’s three major domestic airlines — American, Delta, and United have been
campaigning for restrictions on the routes and destinations foreign carriers e.g.
Emirates, Etihad, and Qatar can fly into the US. This is also a threat to Emirates
particularly for its American market
Goals of CRM
Making flying Better
Emirates heavily invested in aircrafts interiors to give lavish feel to
customers.
Continuous investment on onboard connectivity for their customers over
99% flights are now Wi-Fi enabled.
Building loyalty
9
For building loyalty emirates extended its skyward miles benefits and extension of
more personalized offers and experiences.
Brand Building
Emirates provides sports sponsorships like they sponsor to different football clubs
and facilitates them to travel to the world through their airlines.
Airline of choice
Remains the top choice for international flights for premium customers.
Meet customers need
Meet customers’ needs by exploring the latest options and products to enhance
customer loyalty.
Current Service
Sales Profile Model
Considering business structure
and study of Emirates Airline.
This Airline lies in Hexagon
service/ Sales Profile model.
There are several reasons why
they lie in this profile.
10
Firstly Emirates major chunk of its customers are repeated customers.
Secondly the nature of business and industry Emirates operates in. Many
international travelers are frequent travelers so it’s not only confined to one time
travel only. Unlike real estate transactions that rarely have frequent customers. So
definitely it cannot lie in hour glass profile.
Moreover Emirates has emerged as UAEs most recommended brand among
consumers so it have considerable chunk of advocate customers and when it comes
to luxurious, convenient and reliable Air travel, Emirates is on top suggestion. So it
definitely cannot lie in Pyramid profile that consists of few repeat customers
converting to advocates.
This profile has several benefits:-
This is the most stable service sales profile model.
Little effort required to turn repeat customers to advocates due to strong brand
image.
Good of the company automatically drives the initial level sales so there are
potentially low barriers to capture initial or first time customers.
Due to large chunk of repeat and loyal customers company remains competitive in
uncertain market situations.
It allows better planning and forecasting due to clear provision of existing
customers
Large number of advocates allow better expansion and diversification
opportunities like mergers and acquisitions with renowned businesses.
11
Low acquisition cost for getting new customer unlike other profile that struggle
and make much effort for new customer.
Major drawback
Hexagon profile focused too much on repeat customers so business becomes more
dependent on repeat customers.
In this profile fewer efforts are made to capture new customers that can again be
disastrous.
Little or no incentive for advocate customer’s i-e they avail the same benefits as of
repeat customers and no extra incentive or perks for their recommendations and
advocacy.
This profile do not considers lost customer that can be a potential repeat customer
KEY AND ACTION POINTS THAT CAN
TRANSFORM EACH EXISTING LEVELS TO
EXISTING LEVELS TO RECOMMENDED
PROFILE LEVELS.
Emirates business falls in Hexagon Profile but it can be risky if anything happens
to disrupt the “steady customers” at Level 2. And to keep its profile stable,
Emirates needs to alter a CRM strategy that balances emphasis on repeat customers
with appropriate attention on initial transactions and nurturing customer advocates.
LEVEL 1 (INITIAL CUSTOMERS)
Emirates should introduce low cost budgeted flights in order to capture
market share of lower middle class. This will help boost sales and capture
12
more peoples to explore Emirates( Fly Dubai customers can be seen as
opportunities.
Emirates must associate its brand with different corporations in order to
capture new customers of difference corporates.
Must study those potential peoples that shows interest towards emirates.
LEVEL 2 (REPEATED CUSTOMERS)
Emirates is already doing a lot of work for creating repeat sales but they are not
having any strong strategies to create advocates from their repeat customers.
LEVEL 3 (CUSTOMER ADVOCATES)
EMIRATES should introduce incentive for referrers in order to create more
advocates.
TOOLS OF CRM USED BY EMIRATES AIRLINES
Emirates having websites portal for customers where customers can interact
with the emirates representatives regarding complains, feedbacks and
suggestion and there is a option of FAQS.
Emirates having android and IOS application available for their customers
so that they can book tickets and check their points (skyward miles ) and
give feedback instantly.
13
Emirates airline have its own CRM based application on HP elite pad tablets
available for customers in flights so that they can give feedback and
recommendations instantly.
3 Questions and their answers (w.r.t. business and
Customer support)
1. What is happening that should not be Happening?
As per our research emirates tickets are not at all economical so they must
consider their ticket pricing structures.
Special care and greetings for frequent passengers in front of first time
travelers will make them feel inferior.
Sometimes authorized agents makes false commitments that creates trouble
for passengers so there must be strong check and balance that authorize
ticketing agents comply with the set customer’s standards.
2. What is not Happening that should be Happening?
14
Limited spread of their ticketing centers especially in Karachi from where
people can make their bookings and sort out any issues. People have to go to
Jinnah International Airports for bookings.
Limited numbers of Local inflight crew members that makes it difficult to
communicate and understand for old age peoples or uneducated peoples.
Incentives are limited to only flight passengers and there is no benefits or
incentive for loyal cargo customers.
Feedbacks of customers are not encouraged properly to feedback in the end
of flights.
3. What is happening that can be done better?
Better use of mobile platforms: most airlines have apps that enable ticket
purchase, online check in and flight information checking. But these apps could
also be used to provide airlines with clients’ location data a few minutes before
flights. By having access to a clients’ GPS location, the airline could know whether
or not the customer would be able to arrive on time. This information would be
helpful for high demand and frequency domestic routes because the airline could
offer the late customers’ seat to a passenger waiting for the next flight, avoiding an
empty seat.
Better price discrimination: currently airlines discriminate prices for the same
route based on how many days before flight the purchase happens. But by using
big data, they can discriminate prices much more efficiently, for example, if a
customer flies regularly from Boston to NYC, it is likely to be a business trip and a
15
company is probably paying for the ticket which leads to less price sensitivity, so
the airline can charge more in this case and offer a lower price for leisure
customers in the same flight.
Strict Baggage policy: The frequent travelers should be compensated with the
baggage capacity if it isn’t utilized at any journey which will be a value added
service.
Usually the travelers most of the time doesn’t carry luggage which should be
compensated in the upcoming trips when the baggage goes over weight.
CONCLUSION & RECOMMENDATION
Emirates had just bound themselves in targeting the upper class and avoiding the
masses which has created a niche regarding their air transport service due to which
people from lower-middle class consider Emirates a royal passenger Airline.
Emirates should introduce low cost budgeted flights for short distances air routes
to have their market share increased & entertain the masses to enjoy the experience
of Air transportation with them which will be a source of increasing the customer
relationship
Emirates should introduce good discounts to corporates to gain their response
while considering the Emirates Airline the only platform for travelling for their
official business trips & meetings.
Emirates is only focusing repeat customers, it must provide incentives for referrals.
Emirates trying hard to differentiate themselves by actively adopting digital
technology. However, as a potential customers worried some of their new
strategies such as having access to their GPS locations and possibility of price
16
discrimination. To maximize positive effects of their new technology and minimize
potential risks, Emirates should be careful about customers’ potential concerns
regarding personal information and unfair discrimination.
LEARNING FROM THIS PROJECT
This project provide great insight to us because whatever we studied in book is
theoretical but it’s always a question mark that how we are going to implement this
on our business or how companies practically manages their several departments.
We have adopted the basic tactics of creating, maintaining and retaining the
goodwill with customers and strengthening the meaningful customer relationship
management to exist in healthy competition and minimizing risks externally and
internally. This project provides us how actually companies we learn that how
emirates managing its CRM strategy, what are their business profile. What are
their strategies that they are using in order to maintain it customer service/ sales
profile etc. and we also identified areas of improvement.
LEARNING FROM THIS COURSE
We have learned different tools and techniques used by corporates in order to
implement their strategies. Customer relationship is a strong weapon that is now
very essential part of corporates to stay in the competitive environment. In this
course we have learned the importance of CRM today and why corporates makes
CRM strategy for their long term success. We have learned different customer’s
sales profile models and their issues dealing with managing service delivery and
using the customer sale service profile model. Then we have learned how company
choose and implement CRM strategies and what customer intelligence you need to
17
manage the strategies. Similarly we have learned how we going to collect data and
information. We have learned how CRM works in E-Commerce today and how
CRM helps us to reduce conflict with customers.
REFERENCES
https://www.scribd.com/doc/127566273/Emirates-Executive-Summary
https://fly10.emirates.com/CAB/IBE/SearchAvailability.aspx?
gclid=CjwKCAiAuK3vBRBOEiwA1IMhuhWpTNBCHK47Po3ORsWwVy1vknbuloYV_hLXxjomtr_el3n6tZW
5ExoCYrQQAvD_BwE&gclsrc=aw.ds
18
