CRM: Consumer Data Collection
AirWays has recently implemented a CRM system. After getting familiar with the key elements of the CRM technology and determining how the company can best use it to improve its customer retention, I have to make sure I give support of my choices with well-reasoned arguments and external sources.
Discuss:
1. A customer database template with fields containing critical customer information from your key market segment
2. A customer satisfaction survey containing ten questions about the segment's flying experience
3. A description on how this customer data will be collected