Chongqing, June 1, 2016 /PRNewswire/ -- Just before Children's Day, Ms. Zhang, a resident of Jiangbei District, received a Children's Day family discount promotion message from West Air.According to Ms. Zhang, she had been planning to take her child out of town to celebrate the holiday around Children's Day but was worried about not having a good destination or travel route to recommend. She was delighted to receive the SMS from West Air. Why would an airline send recommendation messages to passengers? And how did it know that Ms. Zhang was someone with a Children's Day family travel need? It turns out that West Air's self-developed Customer Relationship Management System (CRM system) screened out passengers who had traveled with children among those who had purchased West Air tickets, and automatically pushed the Children's Day family discount information. This system hadrecentlybeen awarded the 2015-2016 Big Data Application Practice Typical Case by the China Academy of Information and Communications Technology. This is the first time West Air has won an award in the field of big data application, and it marks an important milestone in keeping up with the big data era and using big data to serve both aviation companies and passengers.
For ordinary passengers, West Air's CRM system plays a significant role. With the support of the Customer Relationship Management System (CRM system), the marketing information collected by the airline and the messages delivered to passengers will be more accurate, helping passengers avoid unnecessary information harassment. Furthermore, the airline's care for passengers and interaction with them become more evident, including birthday greetings, targeted promotional offers, etc. Passengers can inform the airline of their interests, and the airline can then push information related to those interests. Moreover, the most commonly used flight information notifications and changes will be more timely and accurate, making official channels more trustworthy and also helping passengers guard against fraud.Hold.
Precisemarketing can effectively reduce the intermediate steps of information transmission, enabling direct one-on-one communication with passengers, shortening response times, improving service quality, and better gathering passenger feedback to enhance services. Since its transition to a low-cost model, West Air has gradually expanded its differentiated services, committed to providing personalized flight products for passengers. Therefore, the various supports of the Customer Relationship Management System (CRM system) for differentiated services are particularly important. Of course, besides supporting differentiated services, the CRM system also plays a considerable role in the most common passenger notifications in the aviation industry.Use.
"In the 16 yearsof servicing irregular flight passengers, our SMS delivery rate has been over 95%, helping more passengers avoid itinerary disruptions due to flight irregularities, and significantly reducing complaint rates. The CRM system makes deliveries more accurate. Before this, because passenger categorization wasn’t as detailed or precise, we sometimes made mistakes in our work, and we apologize to our passengers for that."A staff member of West Airsaid, "In 2016, we officially launched the third phase construction plan of the CRM system, developing new functional modules centered on‘customer marketing’, aiming to build West Air’s own membership system to further enhance communication with passengers, thereby improving service quality."
The China Academy of Information and Communications Technology is a first-class scientific research institution directly under theMinistry of Industry and Information Technologyof theState,and is the largest group of IT industry print media in China. The "Annual Big Data Application Practice Typical Case" is the most important award issued by the academy.The fact that West Air's CRM system has won this award shows that the companyhas gained widespread recognition in the industry and serves as a highly significant example in the aviation sector.
The person in charge of the West Air CRM system projectintroduced that as early as 2013, West Air had begun to focus on building a large-scale data aggregation and application system -- the Customer Relationship Management System (CRM system).The system collects data from multiple systems, integrates and expands the underlying database through effective technical means, and builds various applications such as data analysis, marketing applications, transaction processing, and external output support based on a powerful database.，It addresses the current challenges in the aviation industry, such as complex systems, fragmented data, high data missing rates within individual systems, limited application scope, and low data utilization efficiency. The solution is characterized by early project initiation, numerous innovative applications, and extensive practical implementation, leading the way across various aspects of the aviation industry. Among its features, the channel flow analysis function is an industry-first. This function tracks and analyzes the dynamic movement of passengers across different ticketing channels, helping airlines understand passengers’ purchasing habits in real time and adjust their sales and distribution strategies accordingly based on traveler preferences.