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The airline industry - customer management.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Executive Summary Customer management is the process of interaction between a company and its customers by which customers are recruited, managed and kept satisfied (Marley P. 1997). Good customer management practices are recognized widely as a prime business differentiator. Companies must be able to provide a range of international and national services, to compete in an increasingly hostile and competitive environment. Customer Management has now moved to the center of corporate strategy as a process of learning to understand the values that are important to customers and using that knowledge to deliver benefits that customers really want (Newell F. 2000). The purpose of this paper is to compare and contrast the customer management practices of South African Airways and Singapore Airlines using the Customer Management Assessment Tool (CMAT). Having carried out the above-mentioned analysis the paper contends that even though both South African Airways and Singapore Airlines are proving themselves to...
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