Implementing CRM System in Air Malta: A Case Study

Managerial project proposal
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Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................4
POTENTIAL OUTCOMES............................................................................................................4
REFERENCES................................................................................................................................7
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INTRODUCTION
Background
It is important for every company to maintain data of their customers. This is because it
helps in retaining customers for long time. Moreover, with help of data business is find out
customer needs, market trends, etc. CRM system is also known as customer relationship
management system. This system is mostly used by organizations to interact with customers,
automate large amount of data or information storage (Chatterjee, Ghosh. and Chaudhuri, 2020).
Due to current pandemic situation of Covid-19 most of the business organizations have been
impacted their relationship with their customers have been impacted, maintenance of their data
or information has been impacted, deal with online workflow demand. This pandemic has
drastically impact overall business operations of organizations, especially aviation sector
organizations because this outburst of coronavirus have made drastic changes in flight operations
due to Covid-19.
Rationale – the main purpose of doing project is to find out that how CRM system can be
installed and what are the benefits of it in company. Furthermore, the project will help in finding
out how company can solve issues of customers with help of CRM and how data is managed.
Besides that, the project will be useful for other organisation as well as they can also implement
CRM system to retain customer and gain their satisfaction.
Research Problem- it has been identified that in present times there has been high rise in number
of complaints and issues that is faced by customers. The issues are related to service quality,
internet failure during flight booking, etc. moreover, company is not able to work and maintain
data of their customers. They are not able to provide services within time to them. This is leading
to dissatisfaction among them (Pedron, and Araújo, 2018). Thus, a research has been taken to
find out how CRM can be installed and its benefit in solving customer issues.
Research aim and objectives
Aim- To implement benefit of CRM system in benefit in organisation. A case study on Air
Malta.
Objectives-
 To evaluate role of CRM in aviation industry
 To find out ways in which CRM system can solve customer problems
 To examine how CRM can help in retaining of customers
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