Impact of CRM on British Airways: A Business Case Study

This case study proposal examines the significance of customer relationship management (CRM) for British Airways. It begins with an introduction outlining the aim to identify CRM's impact on business performance, followed by objectives focusing on understanding CRM concepts, its significance for airline services, and recommendations for improving customer attraction and loyalty. The proposal includes a literature review covering CRM definitions, its impact on organizational effectiveness, and its advantages in competitiveness. The methodology section details the research philosophy (interpretivism), approach (inductive), design (experimental), and data collection methods (surveys, interviews, and secondary data analysis). A project plan with timescales, a Gantt chart, and a network diagram are also included. The study aims to analyze challenges in customer relationships, explore data sources, and offer recommendations for British Airways to enhance its services and maintain a competitive edge by improving customer satisfaction and leveraging CRM strategies effectively. The proposal concludes with a discussion of potential problems and recommendations to improve customer relationships for long-term sustainability.

CASE STUDY PROPOSAL

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
1) INTRODUCTION.......................................................................................................................1
2) OVERVIEW................................................................................................................................3
3) PROBLEM STATEMENT AND CONCEPTUAL FRAMEWORK FOR ANALYSIS ...........4
4) LITERATURE REVIEW............................................................................................................4
5) PLAN FOR ANALYSIS.............................................................................................................6
6) DATA SOURCES.......................................................................................................................6
7) PROJECT PLAN AND TIMESCALES.....................................................................................7
8) FORESEEN PROBLEM...........................................................................................................10
CONCLUSION..............................................................................................................................11
RECOMMENDATIONS...............................................................................................................11
REFERENCES..............................................................................................................................12

ILLUSTRATION INDEX
Illustration 1: British Airways.........................................................................................................2
Illustration 2: Gantt chart.................................................................................................................9
Illustration 3: Network diagram for project plan...........................................................................10

TITLE
“To identify significance of customer relationship management for business enterprise” -
A case study on British Airways.
1) INTRODUCTION
Customer relationship management is essential to enhance productivity and profitability
of business organisation. It influences marketing and competitive strategies of the entity for
gaining sustainability in competitive market for longer period. Present report is based on
understanding the significance of CRM for British Airways to attract its passengers and
increasing their loyalty towards its services at maximum level. In this regard, different research
tools including aim, objectives and deep understanding for research proposal is to be described.
Also, various authors' views on case study of CRM in airline regarding ICW is given here that
generate several ideas for using social networking sites of British Airways. Thus, learners are
able to understand research proposal tools and on CRM for British Airways through this report.
Research aim and objectives
The aim and objectives of research proposal are to be understood as below:
Aim of the study:
“To identify impact of customer relationship management on business performance”:
case study on British Airways.
Objectives of the research:
Following objectives are set to reduce challenges occurred in British Airways as
mentioned below:
 To understand the concept of customer relationship management.
 To identify the significance of customer relationship management for providing airline
services to passengers of British Airways.
 To describe usefulness of CRM for maintaining customers' attraction and increasing their
loyalty towards airline services.
 To recommend suggestions for improving efficiency and quality services of airlines for
sustainability in competitive market.
1

Rationale
This project report is essential to understand case study on customer relationship
management in British Airways. However, through studying this report, learners are able to
understand significance of CRM for competitive advantages and sustainability of British
Airways for longer period (Angelo and et.al., 2014). Including this, various data collection
methods can introduce that affect customer relationships and profitability as well marketability
of the enterprise efficiently (Baskerville and Wood-Harper, 2016). Therefore, deep
understanding towards CRM approach for sustaining market position of entity is introduced
through this assignment.
Research questions
Research is based on below mentioned questions:
 Explain Customer relationship management concept for British Airways.
 How CRM approach is important for market position of company and its airline services?
 Identify usefulness of CRM for competitive advantages and sustainability of enterprise
for long time.
 What are the suggestions for British Airways to establish effective relationship with its
passengers for longer time period?
2) OVERVIEW
British Airways is the largest airline that provides travelling services to a million
customers of the world. It was found in the year 31st March 1974 and it is headquartered in
Waterside, Harmondsworth in United Kingdom. Including this, it is present all over the globe for
2
Illustration 1: British Airways
(Source: British Airways, 2017)

providing airline services internationally. However, its total revenue in 2016 is £11443 million as
well as net income is 1473 million which shows that is having sound financial position that can
be increased through enhancing scope. Besides this, its slogan is “To fly, to serve” which is
justified by the services it provides. Also, firm has high goodwill worldwide. However, different
ideas for marketability and enhancing competitive strategies are described through this
assignment. In addition to this, challenges occurred in British Airways are expressed affect
further implementation and establishing good relationship with customers (Bell, 2014).
Therefore, overall study on customer relationship management for British Airways is introduced
through this report for achieving maximum level of satisfaction.
Therefore, the research project is significant to understand customer relationship
management concept for British Airways and sustaining its good reputation in the global market.
However, different ideas for CRM with its airline services can express for competitive
advantages. Including this, it is important to acquire knowledge regarding customer dealing and
long term relationship with them for increasing competitiveness of the entity (Carlos and et.al.,
2014).
3) PROBLEM STATEMENT AND CONCEPTUAL FRAMEWORK FOR
ANALYSIS
Present research proposal is based on understanding challenges occurred in British
Airways regarding relationship with its passengers. It is evaluated that feedback from customers
is not so satisfied on its services (Cheung and Pennell, 2014). In addition to this, decision makers
and analysts of the organisation express their views that it is difficult to satisfy customers with
services due to changes in buying behaviour and interests. Similarly, for adopting changes in
technologies is expensive and remains difficult to allocate adequate fund. However, conceptual
framework for data collection and analysis is made for analysing market position of British
Airways and improving its airline services for long time period through establishing good
relationship with customers (Case study on British Airways, 2016). Therefore, research problem
and conceptual framework for analysis and satisfying customers effectively.
4) LITERATURE REVIEW
Customer relationship management
3

According to Davies and Hughes, (2014) Customer relationship management (CRM) is a
new approach which company uses to improve their interaction with their customer. It works on
the principle of data analysis of customer to improve the business relationship between customer
and firms. The strategies and technology for analysis are used to improve the customer retention
and increasing sales growth. CRM analyse customer history such there purchase history buying
preference and concerns which can help customer facing staff an advantage to handle the
difficult customer. This data is collected through different channels such as company website,
phone, live chat, email, social media etc. This approach help company to understand their target
market and strategies to meet there need. In the view of Grunig and et.al., (2013) CSR is quiet
useful for company for better understanding of their market but he adds that the concept itself
defy its norms as this approach create favouritism among customer leading to their
dissatisfaction. There are four type of CRM strategic which is focused on customer-centric
business. Operational view focus on marketing, customer support and automate sale. Analytical
work in analysing the collected data to improve customer service. Collaborative CRM helps in
incorporation of external stakeholders to improve company’s services and meet the future
demand of customers.
Impact of CRM on organisation's effectiveness
As per Meyer, (2015) CRM has a major impact on the organisation effectiveness, it helps
company to improve their relation with their potential customer. Delivering the benefits to
company in many ways. It helps company to manage their existing customers by analysing their
purchasing habit and working to meet there new demands. It increases the marketing
communication of company, improving the quality of services and product and increase their
productivity. To tackle this problem they launch "future size and shape" which take CRM into
consideration to solve this problem. Miles, Huberman and Saldana, (2013) said that CRM job is
not only to create better communication, but it works simultaneously to achieve different goal
such as effectiveness, productivity and efficiency of company. If history is searched there is no
evidence of CSR effective to this Roulston and Shelton, (2015) argues that it is impossible to
verify the effectiveness of CSR from past events because it is difficult to know about its success
fullness. So creating your view on this basis is wrong.
Advantages of CRM in competitiveness for business enterprise
4

Schumann, Wünderlich and Evanschitzky, (2014) said that Competitive advantages is
achieved by firm when there average rate of economic profit is more than there competitive firm.
A company to have better profit and to stand in this competitive world need to be efficient. There
was the time when British Airlines were struggling to have long termed survival. The company
introduces a programme in which they implemented different CRM activities which can help
company to increase their efficiency. In this regard, author express views regarding CRM
importance that by data analysis of customer history knowing about their needs and comfort help
company to improve its services also to satisfy its customers and sustain it for longer time. Smith
and et.al., (2015) said to achieve success it is necessary for company to achieve consumers' trust
and loyalty. However, British airways tries to improve communication among employees which
encourgae them to attract more customers to them to enhance efficiency of the enterprise. All
these strategies will be helpful for company to create trust among their customers which increase
loyal towards its products and services. Sparkes and Smith, (2013) was of different view that the
implementation of CRM is quite costly, and is not effective in many cases. Stathopoulou and
Balabanis, (2016) argued saying that though the implementation cost is more but not
implementing this approach can bring severe lost to company. British airways who plan to
reduce their cost but still use this approach to tackle other problems as this approach bring more
benefits which automatically compensate the cost problem.
5) PLAN FOR ANALYSIS
Planning on all tools is done by considering factors like cost, timeline, team work and so
on. Thus, all project activities' implementation and research tools for data collection are
identified (Thomas, 2013). Moreover, research planning and factors are decided to be
implemented for maintaining good relationship with customers and sustainability of enterprise in
competitive market for longer time period. Hence, planning for research is done by considering
all factors for project and maximizing passengers' satisfaction level with airline services.
6) DATA SOURCES
For collecting data and analysing market position through customers' satisfaction level
with airline services, following research tools are to be used, mentioned as:
 Research philosophy: Different approaches are used for research philosophy as
interpretivism, positivism, pragmatism and so on. In this research project for analysing
5

customer satisfaction on airline services of British Airways, interpretivism approach is to
be used for data collection and maximizing their satisfaction level with travelling services
(Wells and et.al., 2015). Therefore, different ideas can be generated for data collection
and establishing good relationship with its passengers to increase competitiveness and
sustainability for longer time periodicity.
 Research approach: Research approaches like inductive, deductive and abductive are
used for collecting data to analyse actual performance of enterprise. In this research,
researcher is to use inductive approach in which theories and all factors are identified for
data collection process (Research project, 2016). Therefore, CRM approach of British
Airways can be identified in this way also generates different ideas for further
implementation and attracting its passengers on large scale.
 Research design: Different approaches used in research design as descriptive,
correlation, experimental and so on. However, for collecting data and analysing case
study on ICW case study of British Airways, researcher is to use experimental research
design by which different ideas can be generated for effective customer satisfaction.
Thus, data can be collected effectively for improving airline services (Angelo and et.al.,
2014).
 Data collection methods: Research is conducted at primary and secondary level for data
collection. In this regard, under primary data collection method, information are gathered
through conducting survey, face to face interview and door to door asking questions.
Therefore, actual market position of entity and its services are recognised. While, on the
other hand, for secondary data collection method, information are collected by using
ready and prepared materials (Bell, 2014). For this research process, researcher is to
analyse case study of British Airways regarding customer satisfaction and improving
further business operations. Therefore, appropriate data can be collected for improving
efficiency of organisation and quality services for travelling and online services.
7) PROJECT PLAN AND TIMESCALES
On behalf of data case study of British Airways on customer satisfaction regarding ICW
approach, data collection and its analysis is to be done (Carlos and et.al., 2014). In this regard,
activities are to be implemented sequentially for maximizing customers' satisfaction and further
implementations can be understood as below:
6

Plan Activities Timescale
Analysing case study of
British Airways regarding
ICW.
At first, research is to collect
information related to British
Airways' case study and ICW
approach for project and
further planning.
1-2 weeks
Goal settings and formulating
strategies
On the basis of case study,
target for project is set for
further implementation and
maximizing customers'
satisfaction with airline
services of the entity.
1 week
Team building and work
segmentation
In this process, team is to be
set up of team workers and
work is segmented among
them for project. For example;
segmenting work of project
manager, leader, associates
and other workers' functions.
1 week
Implementing strategies All action plans are to be
converted into implementation
for project and satisfying its
customers at higher level.
6-7 weeks
Performance evaluation After completion of tasks,
British Airways and customers'
satisfaction level is to be
evaluated. Therefore,
difference between actual and
expected performance can be
2-3 weeks
7

bridged effectively.
Taking feedback In this stage, feedback from all
team workers including
managers, leader is to be taken
for reporting and analysing
their views on project
activities.
2-3 weeks
Reporting In the end, reporting on project
and all the activities are
reported including contribution
of all team workers.
3-4 weeks
Critical path method:
This method is to analyse all activities of the project which are on priorities and
postponed are recognised (Cheung and Pennell, 2014). However, for project on analysing case
study of ICW for British Airways and implementing plan on this basis can be understood using
critical path as:
Illustration 2: Gantt chart
Network diagram:
Through this diagram, all activities of project are recognised in network as well
connection and stages for project are identified (Davies and Hughes, 2014). In this regard, for
8

project on British Airways and its case study regarding customer relationship management is to
be described below:
Illustration 3: Network diagram for project plan
Time schedules:
Task
Mode Task Name Duration Start Finish Predecessors
Manually
Scheduled Analysing case study 1 week Sat 7/1/17 Thu 7/6/17
Manually
Scheduled Preparing strategies 3 weeks Fri 7/7/17 Thu 7/27/17 1
Manually
Scheduled
Team building and work
segmentation 1 week Fri 7/28/17 Thu 8/3/17 2
Manually
Scheduled Implementing strategies 2 weeks Fri 7/28/17 Thu 8/10/17 1,2
Manually
Scheduled Performance evaluation 6 weeks Fri 8/4/17 Thu 9/14/17 3
Manually
Scheduled Feedback and reporting 2 weeks Fri 8/11/17 Thu 8/24/17 2,3
8) FORESEEN PROBLEM
Under case study of British Airways on British Airways for identifying customer
relationship management significance is analysed. However, effective knowledge towards CRM
concept has been increased affect competitiveness of the enterprise. As per critical evaluation, it
9

is identified that research can be done on improving qualities and performance of entity for
providing airline services (Lazer and et.al., 2014). Therefore, project can be accomplished on
quality management for British Airways and on generating ideas for increasing customer loyalty
at higher level.
CONCLUSION
It is concluded that customer satisfaction can be achieved by identifying their
requirements also affect market position and competitiveness of organisation. In this regard, case
study on customer satisfaction for British Airways regarding ICW has been described. Including
this, different ideas are generated for improving quality services of airline services and
increasing its marketability and competitive strategies. Moreover, different research approaches
for data collection and its analysis are understood for establishing a strong relationship with
passengers for sustainability of entity for longer period. Including this, project plan evolving
activities to be implemented in proper time scale has been determined through this assignment.
Therefore, research project on customer satisfaction and strategic planning of British Airways is
expressed for further operations and improving airlines services.
RECOMMENDATIONS
Project manager should consider following recommendations for accomplishing the tasks
as mentioned below:
 Ethical considerations should be considered for data collection and identifying customer
satisfaction tools for British Airways.
 All prepared strategies should be implemented in proper time period.
 There must be effective coordination among team workers for project and increasing
competitiveness of the enterprise.
10

REFERENCES
Books and Journals
Angelo, M. and et.al., 2014. Atitudes de enfermeiros em face da importância das famílias nos
cuidados de enfermagem em pediatria. Revista da Escola de Enfermagem da USP.
870(76). pp.89-90.
Baskerville, R.L. and Wood-Harper, A.T., 2016. A critical perspective on action research as a
method for information systems research. In Enacting Research Methods in Information
Systems. 7(6). pp.169-190.
Bell, J., 2014. Doing Your Research Project: A guide for first-time researchers. McGraw-Hill
Education (UK).
Carlos, D.M. and et.al., 2014. O apoio social sob a ótica de adolescentes vítimas de violência
doméstica. Revista da Escola de Enfermagem da USP. 87(6). pp.90-99.
Cheung, G. and Pennell, B.E., 2014. Social Survey Data Collection Challenges and Trends.
Davies, M.B. and Hughes, N., 2014. Doing a successful research project: Using qualitative or
quantitative methods. Palgrave Macmillan.
Grunig, J.E. and et.al., 2013. Excellence in public relations and communication management.
Routledge.
Lazer, D. and et.al., 2014. The parable of Google Flu: traps in big data analysis. Science. 878(6).
pp.1203-1205.
Meyer-Waarden, L., 2015. Effects of loyalty program rewards on store loyalty. Journal of
Retailing and Consumer Services. 9(7). pp.22-32.
Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.
Roulston, K. and Shelton, S.A., 2015. Reconceptualizing bias in teaching qualitative research
methods. Qualitative Inquiry. 89(4). pp.332-342.
Schumann, J.H., Wünderlich, N.V. and Evanschitzky, H., 2014. Spillover effects of service
failures in coalition loyalty programs: the buffering effect of special treatment benefits.
Journal of retailing. 89(1). pp.111-118.
Smith, J.A. and et.al., 2015. Qualitative psychology: A practical guide to research methods.
Sage.
Sparkes, A.C. and Smith, B., 2013. Qualitative research methods in sport, exercise and health:
From process to product. Routledge.
Stathopoulou, A. and Balabanis, G., 2016. The effects of loyalty programs on customer
satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of
Business Research. 67(12). pp.5801-5808.
Thomas, G., 2013. How to do your research project: A guide for students in education and
applied social sciences. Sage.
11

Wells, R.S. and et.al., 2015. “How We Know What We Know”: A Systematic Comparison of
Research Methods Employed in Higher Education Journals, 1996—2000 v. 2006—2010.
The Journal of Higher Education. 67(2). pp.171-198.
Online
British Airways. 2017. [Online]. Available through: <https://jobs.ba.com/jobs/login/>. [Accessed
on 20th September 2017].
Case study on British Airways. 2016. [Online]. Available through:
<https://www.mycustomer.com/marketing/strategy/british-airways-crm-case-study>.
[Accessed on 20th September 2017].
Research project. 2016. [Online]. Available through:
<https://www.educ.cam.ac.uk/people/staff/nicholl/Research-Project-Details.pdf>.
[Accessed on 20th September 2017].
12