Information and Knowledge in the Commercial Passenger Airline Industry

Running head: INFORMATION AND KNOWLEDGE IN THE COMMERCIAL PASSENGER
AIRLINE INDUSTRY
Information and Knowledge in the Commercial Passenger Airline Industry
Name of the Student
Name of the University
Author’s Note

1INFORMATION AND KNOWLEDGE IN THE COMMERCIAL PASSENGER AIRLINE
INDUSTRY
Table of Contents
Introduction..........................................................................................................................2
Improvements which can be made in extending CRM system and improvements in the
customer management.....................................................................................................................2
Discussion of the e-business strategy and technology aligned with the organization’s
activities...........................................................................................................................................4
Critical evaluation of the framework and suitable framework for business environment...6
Characteristics of the data, information and knowledge and evaluation with Emirates......8
Conclusion.........................................................................................................................10
References..........................................................................................................................12

2INFORMATION AND KNOWLEDGE IN THE COMMERCIAL PASSENGER AIRLINE
INDUSTRY
Introduction
In the recent times, the aviation industry has reached a crossroad. The economic slump as
a result of the September 11 attacks has created severe impact on the airlines viability. While the
European and U.S. airliners were severely wedged, the airliners in other parts of the world have
been striving to make improvements in terms of profitability and operating costs. The initiatives
to improve the customer relationship in the aviation industry needs to be fostered with an
augmented focus on the competitive advantage and profitability in long-term. As a matter of fact,
the improvement strategies by the various airline companies had adopted CRM for aiding
customer relationships (Shaw 2016). The report aims to critically evaluate the possible
extensions which can be made in the CRM strategy of Emirates. The study has further suggested
the improvements of the customer knowledge and competitive advantage which can be gained in
terms of the organization. Some of the other section has discussed on how the eBusiness strategy
has been conducive in the aligning the activities to deliver effective and efficient process at
Emirates. In addition to this, the discourse has also included frameworks which are most suitable
for analysis of the business environment and justifying the same to make it most effective with
the strategic direction of the organization. The latter part of the study has highlighted the
characteristics of the data, knowledge and information and difference among the tacit and
explicit knowledge which may benefit Emirates in the long run.
Improvements which can be made in extending CRM system and improvements in the
customer management
To manage the customer relationship process in a more efficient manner, Emirates needs
to follow a mileage-based segmentation strategy which will guide the investors to get a better
insight of the high-value customers. In addition to this, Emirates needs to follow CRM initiative

3INFORMATION AND KNOWLEDGE IN THE COMMERCIAL PASSENGER AIRLINE
INDUSTRY
development which will be able to differentiate the competition among the airliners such as
Flynas, Saudia, SaudiGulf and Nesma Airlines. Emirates needs to abandon the approach of fast
follower and integrate the CRM development initiative for higher returns. The organizational
management and design process needs to be instilled as per the service mentality among the
employees empowered with a complete view precisely articulated with the role of the employees.
The implementation of the suggested steps needs to be depicted with consumer centric approach
along with the appropriate relationship management positioned to retain, develop and acquire a
better competitive position in the long run. The implementation and development of the customer
analysis along with the decision support may start with the utilization of the customer
information not only to differentiate the services as per the customer value and driving the
important operational decisions. The CRM program at the end needs to be achieved as per
operational efficiency, growth and long-term management (El Khatib, Bin and Uae 2014).
Emirates needs to further identify the relevant impediments faced by the global airlines
industry which are related to create an economic slowdown along with the aftermath of the event
on September 11. This has led to decrease in the passenger traffic, decrease in the load factors,
burgeoning fleet, labor costs and insurance. This needs to be identified on a global basis which is
considered with the operating loss and government bail-outs. The CRM strategy can be also
improved by focusing on the economy-cost carriers especially in the areas having low customer
ratings. In addition to this, Emirates can introduce the competitors to determine the initiatives
taken to determine the value contribution among the customers. At present there are not only
increasing number of frequent flyer programs but also the flight notifications to improve the
commonplace among the customers. The primary goal of the CRM program needs to be depicted
as per personalization which can be distinguished among other airlines (Tubigi and Alshawi
2015).