Customer Relationship Management in Airline Industry: A Case Study of British Airways

This research proposal focuses on the importance of customer relationship management (CRM) in the airline industry, with a case study of British Airways. The study aims to identify the concept of CRM, examine the challenges faced by British Airways in managing CRM, and discern strategies for overcoming these challenges. The research objectives include identifying the importance of CRM in the airline industry, examining the challenges faced by British Airways in managing CRM, and discerning strategies for overcoming these challenges.

INTRODUCTION
Customer relationship management(CRM) is a systematic framework which helps an
organization to successfully manage the relationship and communication with their new and
potential customers. Big and successful companies always conduct this practice in order to
examine and manage the customers perception and data throughout the lifecycle of their
customer within their company. The main role and goal of CRM is to enhance the customer’s
services relationship and help them to reacquire the customer which can help them to increase
their sale. CRM system compiles data related to the customers with the help of various channels
present between the customers and a business organization. Companies official website, live
chat, telephone, direct mail and various social media platforms are some kind of techniques
which be used by the management of the company to interact with their customer base. If an
organization has the complete information of their customers regarding the experienced they face
faced after make a purchase in past then it will be very helpful for them to make such kind of
products and services that can completely satisfy the customers. The collection of information
regarding the customers can assist a commercial enterprises to identify the current trend occurs
in the market field. Furthermore, the chosen organization in this report is British airways which
is a multinational airline company headquartered in United kingdom. It is the second largest
airline company of UK which operates their business in more than 183 destinations. The
company was founded in the year 1916. Later on, in January 2011 the company British airways
made collaboration with Iberia, which is a world’s third largest airline airline company in the
term of revenue. All operations and functions of this company is managed by the British
government.
RATIONALE
The main reason of selecting the topic CRM is to create the knowledge and
understanding in the management of an organization regarding customer needs and wants. It will
help the British airways to enhance their business performance and overall productivity. Through
this the researcher will be able to examine the challenges faced by them in order to completely
satisfy their customers. Moreover, this study is very helpful for the company to offer the most
appropriate and valuable services to their target audience. In personal context, the researcher will

be able to develop both personal and professional skill such as better communication,
presentation and many other valuable skills.
Research Objectives:
 To identify the concept of customer relationship management and its importance within
airline industry
 To examine the challenges which are faced by British Airways while managing the
customer relationship management within workplace
 To discern the strategies which can be used by British Airways for overcoming the
problem faced while managing CRM within business
Research Questions:
 What is the concept of customer relationship management and its importance within
airline industry?
 What are the challenges which are faced by British Airways while managing the
customer relationship management within workplace?
 What are the strategies which can be used by British Airways for overcoming the
problem faced while managing CRM within business?