ONLINE GROUP

QUẢN TRỊ QUAN HỆ

KHÁCH HÀNG
LAXUS

P R E S E N TAT I O N

BY MIKOKIT -[ F I L ]- SLIDE 1
 -[ ONLINE GROUP ]-

GIỚI THIỆU THÀNH VIÊN

1. VÕ VĨNH KHANG
2. NGUYỄN PHI NHẤT
3. ĐỖ PHƯƠNG TRANG
4. LƯƠNG HÀ THIÊN
5. TRẦN BÍCH PHƯƠNG

BY MIKOKIT -[ F I L ]- SLIDE 2
 BRITISH CASE
STUDY
AIRWAYS

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 -[ VĨNH KHANG ]-

CASE
STUDY’S
SUMMARY

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 -[ VĨNH KHANG ]-

BRITISH
  AIRWAYS
After 9/11, British Airways had to make drastic cost savings
with external spend

British Airways uses the Teradata CRM application to manage its

marketing communications.

Transition from CDW to ICW was quicker and less painful than
the CDW implementation for a number of reasons

BY MIKOKIT -[ F I L ]- SLIDE 5
 -[ PHI NHẤT ]-

HOW DOES THE

C O M PA N Y I N T H E
C A S E S T U D Y A P P LY
C R M TO I M P R O V E
THEIR BUSINESS
R E S U LT S ?

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 -[ PHI NHẤT ]-
BRITISH AIRWAYS

CHANGE STRATEGY BRITISH FIXING

FROM THE CORE
A I RWAY S BUSINESS
IN-LINE LAUNCHED
COMMUNICATION ITS ‘FUTURE
TO
SIZE AND
ONLINE SHAPE’
COMMUNICATION

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 -[ PHƯƠNG TRANG ]-

W H AT I S T H E
C R M S T R AT E G Y
O F T H E C O M PA N Y ?
(-CUSTOMER SEGMENTS
-TOUCHPONITS
-PROGRAMS ORIENTED
T O WA R D S C U S T O M E R S )

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 -[ PHƯƠNG TRANG ]-

BRITISH
  AIRWAYS
After September 11th 2001, BA had to make drastic cost savings with external spend.

Customer segment:
Globally all communications to
At this point BA took the decision to implement Teradata - Executive Club members
CRM (TCRM) on ICW. The Switch to - BARCs Customers
ICW from CDW was quicker and less painful than the
CDW implementation for a number of reasons:
- Natural Step
- Simplicity To date, BA have implemented the
- Performance application at 4 locations:
- Data Quality
- Training - British Airways Head Office London
- Access to data - ADP Camberley UK
- Correct Tools - BA New York
- Carlson Minneapolis.

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 -[ PHƯƠNG TRANG ]-
 
BRITISH AIRWAYS
TOUCHPOINTS
- Configuration :CRM is the largest application sitting on ICW currently
- Resource

- CURRENT AND FUTURE GROWTH DRIVERS

• Specific campaign requirements
• Re-launch of loyalty program/ Business realignment
• Cost savings
• External requirements
• Leisure database

BY MIKOKIT -[ F I L ]- S L I D E 10
 -[ HÀ THIÊN ]-

 
HOW DOES THE
C O M PA N Y
COLLECT
CUSTOMER
D ATA ?
THE LEVEL OF
D E TA I L S O F
CUSTOMER
PROFILE?

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 -[ HÀ THIÊN ]-
 
BRITISH AIRWAYS
INFORMATION TCRM TCRM also allows the business
SUPPORTS to leverage the large breadth of
- I N T E G R AT E D E M A I L
information held in
-DIRECT MAIL
ICW.
-CALL CENTRE
-WEB CHANNELS FROM ONE
I N T E R FA C E . TCRM enables business users to adapt and
act quickly with
Customer details are identified

BY MIKOKIT -[ F I L ]- S L I D E 12
 -[ BÍCH PHƯƠNG ]-

 
W H AT A R E T H E I R
A D VA N T A G E S
AND
D I S A D VA N T A G E S
DURING
THE CRM
DEPLOYMENT?

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 -[ BÍCH PHƯƠNG ]-
 
BRITISH AIRWAYS
A D VA N TA G E S
-Efficiency improvement is also available
-Users can now
-Get near-instant responses to queries
-Could reduce the pool of analysts from 8 to 3 ftes
-The volume of analysis has also increased
-Dependent on specific programming skills
-Eficiency and data integrity
-Executives can also build simple queries
-As allowed the team to outsource simple communications

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 -[ BÍCH PHƯƠNG ]-
 
BRITISH AIRWAYS

R E S U LT
- Automate a number of campaigns and communications with
customers.
-Reallocate personnel to create, operate and manage
-Communicate with customers based on different required skill
sets.

All of the following campaigns are up and running, or will be

available on tcrm soon.

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 -[ BÍCH PHƯƠNG ]-

 
W H AT A R E
LESSONS DO YOU
LEARN FROM
STUDYING THIS
CASE?

BY MIKOKIT -[ F I L ]- S L I D E 16
 -[ ONLINE GROUP ]-
 
BRITISH AIRWAYS
- E X T R A C T I N G O R H O L D I N G C U S T O M E R I N F O R M AT I O N
I S E X T R E M E LY I M P O R TA N T A N D I N L A R G E Q U A N T I T I E S

- E X P E R I E N C E S A N D C A S E S T H AT H AV E B E E N
EXPERIENCED WILL HELP BUSINESSES WHEN AN INCIDENT
OCCURS TO CHOOSE THE BEST CRM SOLUTION.

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 THANK FOR
LISTENING
ONLINE GROUP

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