Q.1 What was the main problem Kenya Airways was facing?

The main problem with the Kenya Airways was their relationship with the customers. They
were unable to fully capitalize on the market opportunity as they didn’t know about the
customers enough. The airlines didn’t know who  clicked on its email campaigns. They were
advertising mostly on billboards , flyers etc. but had no way to measure the effectiveness of
those campaigns. Management had no idea what the sales reps were doing and also data of
the customers were not on a single repository but on different repositories like spreadsheets
, files etc. which all were not integrated. Because of this Kenya Airways were not able to find
the preferences special needs or other personal characteristics of its “guests”.

Also , other problem was even though the airline had added more planes, passenger
numbers had been decreasing, partly due to the fear of Ebola virus out- breaks, regional
terrorism, and increased competition from Persian Gulf carriers because of which its
profitability suffered.
Q.2 What was the technical solution Kenya Airways adopted?

Kenya Airways initiated a multi year program to automate and integrate all of its customer data so that it could engage in
effective customer relationship management through Oracle management. Oracle Management provided a solution of
Oracle Marketing Cloud which provides a cloud based platform to connect firms' marketing data, centrally orchestrate
cross channel customer interactions and engage the right audience and analyse performance. It consisted of various tools
for managing marketing automation campaigns, providing cross channel customer experiences, creating and managing
engaging content, listening to customer conversations about a product, brand or service and engaging with messaging.

Note: Cloud is centralised storage platform, that can be accessed from any terminal , any employee can access this
server. The cloud platform doesnot require technology, licenses or technical issues as the Cloud provider such as
SAP, Oracle are taking care of all these. This is a huge benefit to both small and large firms. The moment you sign
the contract you have access to ready to use cloud.
Q.3 Prove that this solution was effective.
• Some time after implementing Oracle Marketing cloud and after gaining some experience with running
campaigns, it was noticed that the "reachable contacts" of the airlines rose from 40 to 89 percent, open
rates on Marketing emails rose from 40 to 65 percent and the acquisition rate ( no. of persons who
purchase the services after being served the ad campaign) was up to 20 percent.
• It allowed the airline to measure the impact of the Marketing campaigns and optimize the campaigns
accordingly.
• Campaigns that previously took three days to implement using an agency, took 30 mins soon after the
implementation of Oracle marketing cloud and were much less expensive.
• The company was also able to identify new data sets of potential customers to target in their marketing
campaigns
• By linking the marketing, sales and service clouds together, the company was able to integrate their
customer data and coordinate business processes. The airline pulled together information on age,
income, education level, job function, job level, revenue generated for the airline, geography, status,
preferences, interest areas, service calls, email activity, form submissions, and purchase history to help it
create very detailed customer profiles for personalizing offerings.
• By also adopting the oracle social cloud,the Kenya Airways customer service team was able to follow
social media posts and discussions about the airline’s services and respond to questions and problems
within 30 minutes. It also allowed agents prioritize their follow-up posts and manage workflows for the
appropriate approvals and for troubleshooting.
Q.4 List down the main keywords typical of the CRM field
• Marketing cloud
• Reports and Dashboards
• Analytics
• Sales cloud
• Social cloud
• Data repository
• Open Rate(for emails)
• Acquisition Rate
• Target Audience
• Customer Lifetime Value
• High Value Customer
• Loyal customer
• Lead transformation
• Cluster of Customer – age, residency, job profile, geography