CRM in the Airline Industry


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Afsheen Chitnis

Posted 21-Mar-2004 11:19 AM
I would like to find some articles or papers or any website related to CRM in the airline industry . Thanks for helping. Smile

Afsheen Chitnis

Vladimir Dimitroff

Posted 25-Mar-2004 02:32 PM
You can certainly look at the main CRM sites like Insight Exec ( now incorporating CRM Forum (, as well as On all these a simple search with ‘airline’ as a keyword will bring interesting articles and white papers. Quite recently there was a British Airways case study on Insight Exec; I also remember an earlier Delta Airlines case study on CRM Forum, which nowadays should be in the same combined library. Peppers and Rogers Group ( have quite a comprehensive report on ‘CRM in Travel’.

A few relevant articles have appeared on Wise Marketer ( and there is an interesting case study and downloadable paper on the PRISM site (

Probably the most comprehensive and rich dedicated site, however, is Webflyer ( If not on the broader scope of CRM, it has everything you ever need to know on loyalty (frequent flyer) programmes.

Finally, yours truly has written articles and (more importantly) done some work in the area—contact me direct if you need any help.

Vladimir Dimitroff
mailto:[email protected]

Vladimir Dimitroff
PRISM Consulting (UK)
[email protected]

Afsheen Chitnis

Posted 27-Mar-2004 03:34 AM
Dear Vladimir

Thanks for your detailed reply. I will surely contact you for further guidance. Smile

Thanks again


Edwin Setzpfand
Member Council

Posted 27-Mar-2004 08:02 AM

On 2 April 2003 I was at CRM2003 in Bussum, The Netherlands. There Cristina Zanchi, Director Customer Management KLM, delivered a great presentation about their airline-CRM:

“Ready for take-off—To build and maintain a mutually beneficial relationship with valuable customers”

You may download the presentation (after free registration at “hier” …


Afsheen Chitnis

Posted 27-Mar-2004 11:47 AM
Dear Edwin

It would be kind of you to email me the presentation. I cant read that site! Confused

MY mail:[email protected]

Graham Hill

Posted 02-Apr-2004 05:21 AM

I agree with Vladimir’s comments about WebFlyer. I have used this excellent website extensively for the Frequent Flyer Programme aspects of CRM over the many years I spent as an CRM consultant in the Aviation Group at PricewaterhouseCoopers. In many ways, airline FFPs are still the leading edge when it comes to effective loyalty programmes.

Another source I can recommend is, the website of Frequency Marketing Inc. This free site has lots of information about loyalty programmes in general and a useful weekly e-zine that keeps you up-to-date with changes in this space. The current issue has an interview with Rob Borden of Delta.

The rest you can find at the usual CRM sources and at the websites of the bigger management consultancies, many of which have a specialist aviation group.

Graham Hill
Independent CRM Consultant

Howard Schneider

Posted 03-Apr-2004 01:11 PM
You’ll find some interesting articles about CRM in the airline and other industries on our website,

Afsheen Chitnis

Posted 11-Apr-2004 12:26 AM
Hi Howard

How can I get access to the articles in your site?


Posted 26-Feb-2005 07:52 AM

Am in the middle of a CRM implementation for an airline. If you let me know exactly what you need am happy to send any doc’s I have to you.

Lana Brouk

Posted 21-Mar-2005 05:13 PM
I am student here in France, am working on an assigment of developing a CRM program for a low cost airline. I would appreciate any information you could share with me ragarding the above. Thank you in advance!!

Graham Hill

Posted 22-Mar-2005 10:52 PM

Beware of trying to apply too much of what the major airlines do in the CRM space to low-cost airlines. They are very different.

Sure, the low-cost airlines have much of the CRM infrastructure that any airline requires to operate, but how they use it is very different.

The majors focus is on leveraging economies of scale in their CRM capabilities, particularly, for business customer retention through their frequent flyer programmes. But they are cost-intensive and struggle to match the prices of low-cost airlines. In contrast, most of the low-cost airlines focus on leveraging innovation, particularly in customer acquisition through aggressive pricing. But they struggle to match the service of the majors and to provide the perks that many business passengers still want.

Both the majors and low-cost airlines are heavy users of yield management systems. These treat all customers exactly the same. This is perhaps the only area that still has not yet been integrated with their airlines’ different approaches to customer management.

Probably the best thinkers in this space at the moment are INSEAD professors Mauborgne & Chan. Look at their extensive work on Value Innovation in airlines like SouthWest and Virgin Atlantic.

For example, an article by Rene Mauborgne of INSEAD on SouthWest

Look also at the Investor Relations parts of the low-cost airlines websites. There is a wealth of information available from the analysts reports to be found there

e.g. Ryanair

e.g. easyjet

Hope that helps.

Graham Hill
Independent CRM Consultant
(ex Aviation CRM Consultant at Pricewaterhouse Coopers)


Posted 05-May-2005 03:03 PM
did u find some good case studies? Im also trying to find a good case stuy in the airline industry who recently implemented CRM and had success with it. especially those who incresed their market share because of the crm implementation.! do u have any good ideas for me or can u provide me with some of your information
many thanks

rohini varma
December 2, 2009
crm in aviation nidustry

i would like to find some article related to crm in aviation industry or any website related to the same.hope will help me.thank you.


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