From the academic archive. Fiona’s original academic writing. Views are personal and do not represent King’s College London. Historical examples, proposals and opinions retain their original context. Formatting has been repaired; original wording and references are preserved. Any editorial clarification is labelled separately.
Original submission details

Original title: Re: Using CRM to Personalise the Airline Loyalty Experience: Reflections on Emirates Skywards

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The original question / King’s College London

2.9 Discussion of the CRM activity

In the last step, you shared your ideas on how the information gathered by your chosen airline’s loyalty programme could be actively used by the airline to augment existing offerings or come up with new ones. Have a look at what other students have shared and then discuss your observations below:

Are there similarities or differences in your answers. Is this affected by the choice of different airlines? What challenges did you come up against in carrying out the activity?

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Fiona’s response

Hi Madi, the Emirates example made me think about how CRM can look very different depending on the airline. With Emirates, the loyalty experience is tied so much to long-haul travel and premium service, so things like lounges, family travel and partnerships make sense.

Personalisation only really works if the airline can deliver it consistently when the customer actually needs help. In airline customer service, the difficult moments are usually when something has gone wrong, like a delay, a missed connection or an upgrade issue. That is when CRM data becomes most important because the customer expects the airline to already know their status, history and what they value.

There is also a cultural side to this. Different customer groups may not see “good service” in the same way. Some may expect an upgrade or compensation quickly, while others may value clear communication, reassurance or practical help more. So for me, CRM is not only about using data to make offers more personal, but also about helping staff understand what kind of response will actually calm the situation and protect the relationship.

great job

References.

  1. No references were listed in the original contribution.
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