Airlines CRM Modeling ???as?a ?a??

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Airlines CRM Modeling???as?a ?a??µat??
??-490.91, ????? ?a? S?st?µat?? d?a?e???s??
s??se?? pe?at??

• ?µ?da ???as?a?
• ?a??ß?d?? Ge?????? ?et
• ?a?t???? Ge?????? ?et
• ?a?t???? S????t?? 1528
• ?e??ta????? ???sta?t???? 1461
• ??e????? Ge?????? 1512
• ????t??a? ??µ?t???? 1458

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?e??e??µe?a

• ????? I
• Customer Relationship Management (CRM) Framework
• ????? II
• ??ta????sµ?? ?a? d??at?t?te? ?e?d?f???a?
• ????? III
• H ???????? ??a?µat???t?ta
• ????? IV
• ???t?se?? ?a? s???t?s?

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????? ?

• Continental Airlines CRM Model

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CRM Framework
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Vision / Mission / Strategy

• ?e??st?p???s? ???d???
• ?p?d?t???te?? a???p???s? d??µ???????
• ?ta????? ??µ? ?ed?µ????

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Marketing

• ???µ?????a ?a? ??se?? µe t? µ???st? ?a? e????st?
  ???d??
• ?e???d?? ?a? d??µ?????a µe a???µ??? ?a? µe??µ???
  ????s?
• S????te??? pe??te?.

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Customer Dialog

• ??ad??t??
• ???ef????? ???t?? e??p???t?s??
• ?a??d??µe??
• ???t?µat?????a / ??sta pa?ap????

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Personal, Motivation Competencies

• Bonus ?p?d?t???t?ta?
• Seµ?????a ?p?µ??f?s?? ???a??µ????
• ?µpe???? ?a? ?a?a?t????? ???a??µe???

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Organizational Collaboration

• ?p?te??? s?????e?se??
• ??????? d??µ??????? ap? ???e? eta???e?
• ????es? d??µ??????? se ???e? eta???e?

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CRM IntelligenceData Information Management

• ????????s? e??as?a? ???e tµ?µat??
• S??t???sµ?? S??e??as?a tµ?µ?t??
• ?ata???s? ??a???? ?e?at??

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Technology IT-Architecture

• ?????s? ?ed?µ????
• Data Warehouse
• ?as???? ?e??te? ?p?d?s??

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CRM Metrics

• ?s?da
• F??t?? e??as?a?
• ? ??a??p???s? t?? pe?at??
• - ????ße?a ?a? ta?t???t?ta d??µ???????
• - S??s? t?µ?? ap?d?s??
• - ?a?e?a ?p??es?a ?a? e??p???t?s?

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????? ??

• Destination and customer profitability

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??ta????sµ??

• ?sta??? a????
• Ste?? pe??????a ???d??? e?d??? µet? ta ?e????ta
  t?? 2001
• ? a???µ?? ?aµ???? ??st??? µetaf????? a????eta?
• S?????e?se??
• S?µµa??e?
• S??e?? p??sp??e?a
• ??a??st?p???s?? t?? dapa???
• ?e?t?st?p???s?? t?? p??sfe??µe??? ?p??es???
• ?p?d?t???? a???p???s?? t?? d?a??s?µ?? p????
• ?fa?µ??? hub and spoke p??t?p??
• ?e??s? ??st???
• ????s? p???p????t?ta?

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?a p?e??e?t?µata t?? CRM (1/7)

• ???at?t?ta s??????? ?ept?µe??? st???e???
• S?µpe??f??? pe?at??
• S??a??a??? p?st?t???? ?a?t??
• ? p????e?s? pt?s??
• ?a st???e?a p?????sµ??
• ?a??p??a
• ??µ???af??? st???e?a
• ????p???s? t?? st???e???
• ???t??? p??ß?e??? t?? a?????
• Ste?? s??s? µe t??? pe??te?

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?a p?e??e?t?µata t?? CRM (2/7)

• ?e?d?f???a pe?at??
• ????????s? s???????? a??a?
• ?µ?µat?p???s?
• ???aµ???
• ?p??t?s? pe?at??
• S?s??t?s? a?a???? µe ?p??es?e?
• ?????s? ???? pe??t?
• ?a????sµ?? s?st?? p?????t??
• ?at?????? µ??te??p???s?
• ???sd????sµ?? ep??e???s?a??? e??a?????
• ????s? p?s?st?? ep?t???a?

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?a p?e??e?t?µata t?? CRM (3/7)

• ??at???s? pe?at??
• ?at?????e? ?µad?p???se??
• S??se?? p?? e??a? p??? ?a???
• S??se?? p??ß??µat????
• ?p??e???s?a??? ta??d??te?
• ?e???sµ?? p????aµµ?t?? p?st??
• ?a????sµ?? t?? ?p??es???
• ??s? t?? µ??t???? p??ß?e???
• ?a????sµ?? ?a? p????aµµat?sµ?? t?? d??µ???????
• ?p?????sµ?? a?aµe??µe??? ap?d?t???t?ta? t??
  ep??????
• ???sd????sµ?? pa?a???t?? p?? s?et????ta? µe t??
  e??p???t?s? pe?at??

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?a p?e??e?t?µata t?? CRM (4/7)

• ?etaß??t? ?a? sta?e?? ??st??
• ??st?? ?e?t?????a? ß?a??p???esµa sta?e??
• Te???s? ???sµ???? pa?a???t?? sta?e??? ??st??? ??
  µetaß??t??
• ?p??es?e? p????f??????
• ???p???t?s?? pe?at??
• ??pa?de?s? p??s?p????
• s??t???s?? ae??s?af??
• ?e??s? t?? ??st???
• Outsourcing

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?a p?e??e?t?µata t?? CRM (5/7)

• ?e??s? t?? ??st??? s??a??a???
• ?????s? t?? ?st?????? st???e??? ????s??
• ??a?????? p??t?p?? ????s??
• ?e?t?st?p???s? ?a?a???? p???se?? ? e??p???t?s??
• ?????s? st???e??? t?? ???t??? e??p???t?s??
  pe?at??
• ?p??????? ?????? p??ß??µ?t??
• ?e??s? ???se??
• ????s? ??at?se?? µ?s? internet

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?a p?e??e?t?µata t?? CRM (6/7)

• ?a????sµ?? t?? e?ast???t?ta? t?µ??
• ????s? e?s?t?????
• ??sa e?s?t???a ?a p??????? se µe??µ??e? t?µ??
  ?????
• ??sa ???? p??? t?? pt?s? se ????? t?µ?
• G?a µ?a s???e???µ??? d?ad??µ?
• ???e? t?µ?? ???sµ???? pe??te? e??a? p????µ?? ?a
  ?ataß?????
• ???a ? ep?d?as? µ?a? µe??s?? t?µ??
• ??te ?a µetap?d?s??? se e?a??a?t???? ?p??es?e? ?
  st?? a?ta????sµ?

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?a p?e??e?t?µata t?? CRM (7/7)

• ?e?t?st?p???s? t?? ?pe????t?s?? (overbooking)
• ?s?da p?? ?e?d????ta? ap? t?? e??p???t?s? µ?a?
  p??s?et?? ??t?s?? e?a?t??? t?? p??s?et?? ??st???
• ?p?d?as?
• F?µ? t?? ep??e???s??
• ??st? t?? pe?at??
• ???es? p??a??t?t?? a????s?? e?s?t????? ?a? µ?
  pa???s?a? ep?ß?t?

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????? ???

• H ???????? ??a?µat???t?ta

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?? ????????? eta???e?

• Olympic Airlines
• ??at??? d?????s?
• Aegean Airlines
• ?d??t???? f???a?
• Olympic Aegean ?at????? t?? p?e????t?ta t??
  a?????

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???ß??µata t?? ????????? ?????

• ???a µe µ???? p????sµ?
• Ge???????? ????? p?? pe???aµß??e?
• ??e????? ??????
• ??????a µ????? ??s???
• ?e??d??µ?a se p????? p??e?? ?a? se a??et? ??s??
• ??s????a ?a ?a??f???? ??a µe ta?t??? d??µ?????a
• S?µp??asµa ??s???? ?a ?????? ?e?d?f??a

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Olympic Airlines

• ?.S d????sµ??? ap? t? ???t??
• ???pa???a ???µat?? (p.? a???s? ep?ßat????
  ????s??), t? ?p??? e??a? ? ????f? t?? CRM

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Olympic Airlines

• ?a????a ep????????a?
• ?pe??e?a? epaf? µe t?? ep?ß?t? µ?s? t??
  ?d???t?t?? ??afe??? ??d?s?? e?s?t????? t??
• eta???a?
• ????f???
• Internet (ta te?e?ta?a ?????a)

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Olympic Airlines

• ?e??s? t?? eµp?st?s???? t?? ep?ßat??
• ??????e? ?a??ste??se??
• ?????se?? pt?se??
• ????t??? d?af?µ?s? ???? t?? pa?ap???
• ?p??s?a d?af?µ?st???? e?st?ate???
• ???e??? p????aµµ?t?? a?taµ??ß?? t?? ep?ßat??
• ?p?t??esµa ????s? t?? ßa?µ?? ap?s???t?s?? t??
  ep?ßat?? st?? a?ta????st??a eta???a (Aegean)

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Olympic Airlines

• ???at?t?ta e?sa????? e??? CRM s?st?µat??
• ?pa??? Data Base System µe ????? t?? ep?ß?te?
• ???et?? ????? p????f????? ?a??? e??p??ete? ??p??a
  e?at?µµ???a ep?ßat?? t? ????? µe µ?a p?????a
  d?af??et???? p?????sµ??
• ?p???e? ?d? t?µ?a? p????f?????? µ?sa st?? eta???a
• ??????te?? ? e?sa???? t?? ???? s?st?µat??
• ?????te?? t? ??st?? t?? e?sa?????

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Olympic Airlines

• ?p?te??sµata
• ???? s?st?? ap?f?se?? ??a t?? st?at????? t??
  eta???a?
• ?p?t???µ??e? d?af?µ?st???? e?st?ate?e?
• ???s????s? ???? ep?ßat??
• ?e??s? ???µ?? ap?s???t?s??
• St??f? t?? ep?ßat?? se ??????µ???te?a ?a????a
  ep????????a? µe t?? eta???a
• ?e???? ????s? ?e?d?f???a?!

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Aegean Airlines

• ?a??te?? management t? ?p??? as?e?ta? ap? ?d??te?
• ?µp?st?s??? t?? ep?ßat??
• ?a?? ???s? t?? ?a?a???? ep????????a?

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Aegean Airlines

• Management
• ?pa??? ???µat?? ??a t?? eta???a
• ????s? ?e?d?f???a? ep?ßat???? ????s??
• S??e??? p??sp??e?e? ße?t??s?? t??
• Airline of the Year 2004/5
• ??sa???? p??t?p???a??? ?p??es???
• E-ticket
• E-check in

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Aegean Airlines

• ?µp?st?s???
• ??de????? ?a??ste??se?? a????se??
• ??af?µ?st???? e?st?ate?e? ??a t?? e??µ???s? t??
  ep?ßat?? ??a ??a p?????µµata t?? eta???a?
• ?t?s? µ??? µe 19 ???? a? ? ep?ß?t?? a????se? t?
  e?s?t???? t?? 19 ?µ??e? p??? t?? a?a????s?
• Shop On Board (d??at?t?ta a????? ep???µ??
  p?????t?? se ?a??te?e? t?µ?? µ?sa st? ae??p????)
• ??????µµata ep?ß??ße?s?? t?? ep?ßat??
• Miles Bonus
• ??pt?se?? st?? e?????as?? a?t?????t??

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Aegean Airlines

• ?a????a ep????????a?
• Internet
• E-ticket
• ????? t?? e?s?t????? µ?s? Internet
• G?????a
• F????te?a
• ?p??s?a ???t???? e?s?t?????
• ?e??s? ???d???? ap??e?a?
• ?t?s? µ??? µe t?? ta?t?t?ta
• E-check in
• Check in µ?s? Internet
• ??? 24 ??e? p??? t?? a?a????s? t?? pt?s??
• ?e??s? ?????? a?aµ???? ??a t?? ??d?s? t?? ???ta?
  ep?ß?ßas??
• ??e?s? st? ae??d??µ?? µ???? 30 ?ept? p??? t?? ??a
  a?a????s??

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????? IV

• ???t?se?? ?a? s???t?s?

???a??st??µe!
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