Air France KLM CRM Technology Research and Analysis Report

This report presents a research project examining the role of information technology in customer relationship management (CRM) within the airline industry, using Air France KLM as a case study. The research addresses specific questions about the impact of technology on CRM, its contribution to profitability, and the various technologies employed by the airline. The methodology includes a detailed research proposal outlining research questions, aims, objectives, scope, and success criteria, along with a comprehensive research methodology section covering research philosophies, approaches, strategies, and data collection methods. The report employs a descriptive research type, mixed research design, and a survey through questionnaire method for data collection. The findings are analyzed using statistical data analysis techniques, and the report concludes with recommendations for improving CRM technologies. The report also includes a bibliography of relevant materials.

Running Head: MANAGEMENT
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Table of Contents
Task 1: Decide on a suitable area for research...........................................................................2
Task 2: Explain your research question, its aim, scope, objectives and success criteria to your
tutor............................................................................................................................................3
Task 3: Develop a detailed research proposal which includes:..................................................4
Research Methodology...............................................................................................................4
Chapter 3: Research Methodology.............................................................................................4
Introduction............................................................................................................................4
Research philosophies............................................................................................................4
Research Approach.................................................................................................................5
Research Strategy...................................................................................................................6
Data Collection Method.........................................................................................................7
Data analysis...........................................................................................................................8
Bibliography of material you intend to read and why................................................................9
Task 4: Carry out the research project and summarise the finding..........................................11
Introduction..............................................................................................................................11
Question1. What is role of information technology in customer relationship management in
airline industry?....................................................................................................................13
Question2. How technology is performing a major role for improving CRM in Air France
KLM that contributes in the profitability of the company?..................................................15
Question3. What are the various technologies used by the Air France KLM in improving
the CRM?..............................................................................................................................16
Conclusion:..............................................................................................................................17
References................................................................................................................................18

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Task 1: Decide on a suitable area for research
Research questions
The following research questions have been considered by the researcher:
 What is the role of information technology in customer relationship management in
the airline industry?
 How technology is performing a major role in improving CRM in Air France KLM
that contributes to the profitability of the company?
 What are the various technologies used by the Air France KLM in improving the
CRM?
Research aim and objectives
This study critically examining the role of technology on customer relationship management
in the Case Study of Air France KLM. The following objectives are entailed in the study to
meet the research goal.
 Discover the meaning and concept of customer relationship management and
technology
 Address the role of technology on customer relationship management in the Case
Study of Air France KLM
 Recommended the strategies for improving various technologies used by the Air
France KLM in improving the CRM
Research scope
This research study is effective to comprehend the data technology as well as customer
relationship management. This study will also imperative in comprehending the role of
technology on customer relationship management. This study will be effective in
comprehending different various technologies used by the Air France KLM in improving the

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CRM. This study will make proficient to the research scholar for making a transparent
relationship.
Task 2: Explain your research question, its aim, scope, objectives and success criteria to your
tutor.
Justification of research questions
The research questions are imperative in obtaining a suitable solution with respect to the
particular study. The study questions could support to make a path in operating the study. The
research aim of this study could enable to conduct a study on the particular concern that
would save time and cost. The research scope leads to comprehending the area that is affected
by the study. This study will support to get the depth information about the role of technology
in customer relationship management.

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Task 3: Develop a detailed research proposal which includes:
Research Methodology
Investigator deeply evaluate different research methods with respect to assemble the
information for meeting the research goal and objectives. The investigator will be capable to
comprehended different kinds of tools to conduct the study (Wang, et al., 2015). The
following methods have been discussed below:
Chapter 3: Research Methodology
Introduction
Research methodology section makes research scholar more capable to comprehend detailed
knowledge towards various techniques and strategies of research which are used in the
research work for attaining a feasible research result. Appropriate technique of research work
enables the researcher to perform the investigation and achieve the targeted research goal
(Erkan and Evans, 2016).
Research philosophies
Research philosophy assists the researcher to pool precise data in favour of research matter
and helps to complete the specified research goal of the research work. In the investigation,
research philosophies could consider some tool that are practiced in investigation named as
positivism research philosophy, interpretivism, and realism research philosophy (Bharati and
Chaudhury, 2015). Interpretivism research philosophy leads the scholar to gain depth
understanding related to research dilemma by accumulating beliefs of the research
participants as it supports scholar to collect the relevant facts and figures with respect to the
research topic. Realism research philosophy is known as the beliefs of human which exist in
the environment. Interpretivism research philosophy has exercised by a research scholar to
conduct this research work (Choshin and Ghaffari, 2017). Feasible and precise conclusion
towards research matter has obtained by research scholar by practicing interpretivism

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philosophy. Along with this, it is also evaluated that research scholar has achieved the
targeted goal of research work by interpretivism research philosophy. Moreover, this research
philosophy provides authentic research result because current research work is subjective in
nature.
Research Approach
Research approach supports investigator to determine right techniques of research work and
relevant methodology for performing the research study in an efficient way and also helps in
pooling the authentic information towards specified concern. In addition, reliable research
approach permits investigator to demonstrate accumulated figures and facts in an effective
way. Two types of research approaches are used in research work which is inductive and
deductive research approach (Padilla-Meléndez and Garrido-Moreno, 2014). These
approaches support the research scholar to pool the authentic information with respect to the
research work. Favourable research outcome is delivered when positivism research
philosophy is practised with the combination of deductive approach. On the other hand, it is
also analysed that if the inductive approach is practiced with interpretivism philosophy then it
gives effective outcome. Under the inductive research approach, researcher gathers statistical
data related to research work. Whereas, a hypothesis is developed by practicing deductive
research approach as per the need of research work and it supports in obtaining the targeted
aim and objectives of the research study. Further, developed hypothesis is accepted or
rejected by research scholar for evaluating the collected data. As compared to deductive
research approach, Inductive research approach is more appropriate for performing this
research work. This approach facilitates the research scholar to obtain reliable data in favour
of research concern. Consequently, it supports the researcher for enhancing the authenticity
of research result (Becerra-Fernandez and Sabherwal, 2014).

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Research Strategy
Research strategy is an essential aspect which assists the researcher to assess the research
dilemma by answering the questions of research in a comprehensible manner. Research
scholar could attain the data related to research background as well as effectively evaluate
this data to develop a particular summary by implementing authentic research strategy.
Various approaches are considered by investigator for accomplishing the targeted aim and
objectives that are named as observation method, focused group, interview, case study and
literature review method. Survey through questionnaire method has exercised by research
scholar for current research work (Mao, at al., 2016). This method is supportive for pooling
the relevant information related to the impact of technology on customer relationship
management in the case of Air France KLM. In addition, by executing this survey method
investigator has attained the authentic data in minimum time and low cost. In order to this, a
researcher has gathered beliefs and opinion of research candidates about the particular study
in achieving the specified goal of research work and it enhances the trustworthiness and
authenticity of the research result.
Types of Research
The researcher could attain a valid and positive research outcome by appropriate selection of
research type. In study work, three kinds of study is used by researcher in order to perform
the investigation systematically which is associated with the exploratory, descriptive, and
explanatory research. In this way, explanatory research type assist the research scholar to
gain detailed knowledge with respect to research issue. Whereas, investigator determines the
causal association between independent variable and dependent variable under the descriptive
research type. Further, researcher have to develop hypothesis related to research concern in
the exploratory type of research that supports in resolving the research issues because this
research type relied on the actual data (Khodakarami and Chan, 2014).

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For this research work, descriptive research type has chosen by investigator because this
research type assists in assessing the depth information about the research matter. In addition,
descriptive research type is crucial for determining the causes and effects of the association
amid various variables. In contrast to this, exploratory and explanatory type of research has
not executed in this research work because accumulation of depth information related to
research concern is not required for this study.
Research design
Research design aids the investigator to accumulate accurate data in favour of research work.
Two kinds of study designs are practised in investigation of work that is quantitative and
qualitative research design. Mixed research design has selected by the investigator for this
study in the favour of getting accumulate the accurate statistics towards study matter. It is
also founded that the unique characteristics of qualitative and quantitative methods are
entailed in the mixed research design. Statistical information related to research matter has
pooled by using quantitative design. In contrast to this, depth knowledge towards study work
is gained by research scholar by practicing qualitative design. Further, the investigator has
accumulated opinion, beliefs, and views of the study participants with respect to an
investigation by utilizing mixed research design (Choudhury and Harrigan, 2014).
Data Collection Method
Primary data accumulation tool is practiced by a research scholar for this study with respect
to pool trustworthy data in context of study concern. Different types of sources are
considered by researcher such as action study, case study, questionnaire and interview
method (Rodriguez, Peterson, and Ajjan, 2015). Secondary data pooling tool is crucial in
developing the detailed non-numerical information in the context of the research matter.
Secondary method is attained by practicing various sources named as journals, articles,
books, authentic websites as well as various online and offline sources that support in

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enhancing the appropriateness of the research outcome. It is also analyzed that survey
through questionnaire method has practiced by study in order to get information that is
associated with the study work. Since this method aids the researcher to get the opinion of
selected research participants in the favour of the impact of technology on customer
relationship management a case of Air France KLM.
Data analysis
Data analysis consist of different techniques which are practiced by the research scholar to
evaluate the gathered data and these techniques are named as conversational assessment,
statistical and content evaluation (Hajli, 2014). In this way, the researcher has utilized
statistical data analysis technique to obtain the research goal and objectives. In the numerical
information evaluation tool, Research scholar has illustrated the assessed data by practicing
different sources like tables, column chart, pie chart, and bar diagram which aids scholar to
achieve desired research outcome of this research work. Along with this, MS-excel software
program is utilized by the research scholar for attaining a valid and precise conclusion of the
research study. It also leads the researcher to comprehend their understanding with respect to
the impact of technology on customer relationship management a case of Air France KLM.
Sampling method
The sampling technique is vital for obtaining the data in the favour of study matter. The
research scholar has practiced probability sampling tool and randomly selecting the
applicants for conducting the research. This tool is more appropriate because the customer
would be capable to get the depth information towards the research issue (Rahimi and Kozak,
2017). The research scholar has selected 40 employees Air France KLM and get their
responses towards the impact of technology on customer relationship management a case of
Air France KLM.
Ethical consideration

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Ethical consideration is an essential act that could be imperative for conducting suitable
behavior in a systematic manner. Ethical norms will be used by research scholar to get the
depth data in the favor of particular concern. It is illustrated that investigator could use ethical
norms for eliminating the issues from the study (Trainor, et al., 2014). The ethical issues
could be eliminated by the researcher through university guidelines. It is illustrated that the
investigator could get positive responses and increase higher possibilities of getting positive
responses.
Bibliography of material you intend to read and why
Paper Included/Excluded Reasons
Navimipour, N.J. and
Soltani, Z., 2016.
 (Yes) The research talks about
the impact of cost,
technology acceptance
and employees'
satisfaction on the
effectiveness of the
electronic customer
relationship management
systems
Trainor, K.J., Andzulis,
J.M., Rapp, A., and
Agnihotri, R., 2014.
 (Yes) The Authors talks about
Social media technology
usage and customer
relationship performance:
A capabilities-based
examination of social
CRM

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Rahimi, R. and Kozak, M.,
2017.
X No The Authors do not select
this because it does not
take the Impact of
customer relationship
management on customer
satisfaction: The case of a
budget hotel
chain. Journal of Travel
& Tourism Marketing.
This topic does not talk
about the actual concern
Sabherwal, R. and Jeyaraj,
A., 2015.
X No This topic evaluates the
Information Technology
Impacts on Firm
Performance: An
Extension of Kohli and
Devaraj (2003). MIS
quarterly hence this paper
could not be preferred by
the tutor
Agnihotri, R., Dingus, R.,
Hu, M.Y. and Krush, M.T.,
2016.
 Yes This study emphasizes on
Social media: Influencing
customer satisfaction in
B2B sales. Hence, the
research scholar will

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consider it in the study.
Timescales
The following table demonstrates a time scale that demonstrates the time as well as research
activity that will be considered in the study:
Research acts Time is taken to complete the
activities (in weeks)
1 2 3 4 5 6 7 8 9 1
0
Selecting the research matter
Developing a research issue
Development of literature review
Gathering information by considering the
primary and secondary method
Evaluation of data by entailing content
evaluation tool
Findings as well as the final report
Task 4: Carry out the research project and summarise the finding
Introduction
From the past, some decade of information technology becomes the key elements of the
business. Information technology drives business success by creating innovation and
efficiency. Innovation plays an essential role in the organization’s success and is the path of
productivity of business transactions and operations. Customer relationship management is a
key priority of any business and essential component of the organization’s success (Marinagi,

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Trivellas, and Sakas, 2014). Through better customer relationship the customers keep
interacting with their customers provide them updated information about the company and its
information continuously. Hence this is the reasons many organizations are investing in their
functions of customer relationship management. In order to ensure that their customer
services reach to the level that satisfies the customer needs many organizations having their
customer service system which include the various information technology and systems. The
aim of this report is to analyze the role of information technology with the case study of Air
France. The report evaluates the CRM process of the company and how many tools and what
types of tools the organization utilizes. The main objective of the report is to assess how Air
France maintains its customer relationship management by using various information
technology sources with the references of secondary sources. The research paper will include
the literature review, research plan design, and strategy.
Methodology
Research scholar has achieved the targeted goal of research work by interpretivism research
philosophy. Moreover, this research philosophy provides authentic research result because
current research work is subjective in nature (Navimipour and Soltani, 2016). As compared to
deductive research approach, Inductive research approach is more appropriate for performing
this research work. This approach facilitates the research scholar to obtain reliable data in
favour of research concern. Consequently, it supports the researcher for enhancing the
authenticity of research result. Survey through questionnaire method has exercised by
research scholar for current research work. This method is supportive for pooling the
relevant information related to the impact of technology on customer relationship
management in the case of Air France KLM. In addition, by executing this survey method
investigator has attained the authentic data in minimum time and low cost. For this research
work, descriptive research type has chosen by investigator because this research type assists

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in assessing the depth information about the research matter. Descriptive research type is
crucial for determining the causes and effects of the association amid various variables.
Different types of sources are considered by researchers such as action study, case study, and
questionnaire and interview method. Secondary data pooling tool is crucial in developing the
detailed non-numerical information with respect to the research dilemma. This tool aids the
researcher to get the opinion of selected research participants towards the impact of
technology on customer relationship management a case of Air France KLM. MS-excel
software program is utilized by the research scholar for attaining a valid and precise
conclusion of the research study. It also leads the researcher to comprehend their
understanding with respect to the impact of technology on customer relationship management
a case of Air France KLM.
The research scholar has practiced probability sampling tool and randomly selecting the
research candidates to conduct the research. The research scholar has selected 40 employees
Air France KLM and get their responses towards the impact of technology on customer
relationship management a case of Air France KLM. The sampling tool is imperative for
getting the information towards the research issue. The research scholar has practiced
probability sampling tool and randomly selecting the candidates to conduct the research. This
method is more suitable because a customer would be capable to get the depth information
towards the research issue (Navimipour and Soltani, 2016).
Data analysis: interview method
Question1. What is the role of information technology in customer relationship
management in the airline industry?
From the data analysis, it can be founded that most of the research candidates believed that
Airline industry has the vision of the better customer relationship where information

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technology plays an essential role and enable a company to help customers effectively with
their various operations whether it is a booking a flight or departure and takeoff services.
It is also addressed that most of the research candidates believed that the development of
technology also helps to drive down the company’s operational cost by decreasing the
dependency on contract with benefiting the customer at the same time. Hence various
industries focus on better customer relationship management (Benckendorff, 2019).
Implementation of information technology helps many organizations to improve the
relationship of the company with the customers in various ways. With the understanding of
rapidly and development of E-business among organizations is essential. As the organization
continuously communicate with their customers by providing their service and products
through technology portals.
Most of the candidates also believed that customer relations are an essential tool for
managing the relationship between customers and the company. Many organizations improve
their relationship through various CRM tools and techniques and this results in better
customer loyalty and profitability. CRM applications have three essential innovation parts
that are alluded to as client contact focuses, applications, and information stores.
From the data analysis, it can also be founded that most of the research candidates believed
Client contact focuses are the essential human interface with clients. This is the start of the
business procedure. Salesmen or client administration faculty speak with the client and
information into the framework. Or then again, with the web, this interface could be through
an online structure where the client is requesting more data. Applications are the product
interface between the client contact focuses and corporate databases. Information stores speak
to the information put away in the databases just as learning the executive’s frameworks
intended to decipher the information and guide out client purchasing propensities or
purchasing personal conduct standards.

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It can be concluded that most of the research candidates believed that however, some authors
Provide their critic view on this as it states that the growth of the information technology has
revolutionized and many organizations are keeping technology and change also upgrade this
technology with time. Hence the development of technology with the CRM leads to an
increase in the need for cybersecurity. With the implementation of information technology
airlines companies also maintain the various system to manage the security risk due to
security concern of customer’s data.
According to Article of Forbes magazine airline data breaches and other security challenges
continuously increasing. For instance, the latest victim is Cathay Pacific. The breach affects
the company’s net worth and it straightly affects the company’s customer base. Cathay
Pacific is not alone there are various organizations that faced many challenges with the
technology risks. Hence with the integration of technology, airline companies also have to
ensure the safety the customer data and manage the security risk. That helps to build effective
CRM.
Question2. How technology is performing a major role in improving CRM in Air
France KLM that contributes to the profitability of the company?
From the data evaluation, it is addressed that a large number of research candidates also
believed that Air France KLM is one of the leading global air transport players together with
its subsidiaries. The organization provides passenger and cargo services. They operate
through network Maintenance and in other segments. Most of the research candidates also
seek that the organization also provides aeronautics and other air transport-related services.
Air France KLM provides services in many countries including France, Europe, Africa,
Middle East, India North America, Caribbean, West Indies Indian Ocean, and South
America. Currently, the organization is working with a fleet of 548 aircraft. The organization
founded in 1919 and established in Paris France.

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In order to stay profitable, the organization utilizes a wide range of information technology,
and it helps the company to sustain in the competitive environment. Better customer
experience is the major driver of the organization’s profitability and also supports the
organization to maintain well-organized and efficient airline operations. Hence in order to
maintain effective CRM, the company utilizes effective technology.
Most of the research candidates also believed that most of the research candidates seek that
organization is the award-winning airline with its high-quality customer service by the
integration of the technology. The company uses AI and IS to understand and analyze each
stage of the passenger journey. With the technology integration strategies facilitate customer
service operations and activities and reduce the complexity of travel and support the major
issues. Effective technology an AI platform of the company leads to great results. The
company has been rewarded by several awards for high-quality customer experience. The
technology helps the company to minimize the churn.
Most of the research participants believed that a large number of the company has an aim to
provide the stress-free travel to all the passengers also assures that the company has provided
the best services and information at the right time to the respective customer. The company
has committed to personalizing their customer experience through better communication,
boking, check in- check out, arrivals and feedbacks with introducing advanced analytics.
From the data analysis section, it is stated that most of the research candidates believed that
this would help the company to ensure the expansion of the footprint of the data throughout
the company to analyze that the company provides effective services to their customer or not.
Hence these technology practices help the company to serve better customer experience to
their customers. This is the reasons that despite strikes of their employees, Air France
growing and its profit rise by 150 percent which is 409 million euros in the year of 2018.

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According to the research of some authors, technology plays a wide role in company’s every
business operation. Through better technology Air France KLM create effective
communication with the customer provide easier and faster services through the use of
effective communication. That leads to creating efficiency in companies in various business
operations.
Question3. What are the various technologies used by the Air France KLM in
improving the CRM?
From the data analysis, it is also founded that most of the research candidates believed that
many other airline companies Air France KLM making an effective contribution when it
comes to implement and integrate technology to enhance the customer experience. Most of
the candidates also believed that the organizations utilize various types of technology that
helps the company to sustain in the competitive environment. Many airlines company used to
utilize in the airline industry, many airlines companies utilize Customer Relationship
management utilizes frequent flyer program, customer complaint database as a data source.
It is also stated that the organization could use digital media sources and interact with their
specified participants and meet the organizational task.
Conclusion:
With respect to the above table and chart, it can be summarized that the information
technology could plays and imperative role in the organization as it eliminate the possibilities
of failure of organizational task. It can also be concluded that the organization could be
needed to comprehend the different kinds of technology for declining their manual process
and make decision effectively. The organization should use the CSR app by considering the
information technology and get positive result.

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References
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processes. Routledge.
Bharati, P. and Chaudhury, A., 2015. Current status of technology adoption: Micro, small and
medium manufacturing firms in Boston. Bharati, P. and Chaudhury, A.(2006), “Current
Status of Technology Adoption: Micro, Small and Medium Manufacturing Firms in Boston”,
Communications of the ACM, 49(10), pp.88-93.
Choshin, M. and Ghaffari, A., 2017. An investigation of the impact of effective factors on the
success of e-commerce in small and medium-sized companies. Computers in Human
Behavior, 66, pp.67-74.
Choudhury, M.M., and Harrigan, P., 2014. CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing, 22(2),
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Erkan, I. and Evans, C., 2016. The influence of eWOM in social media on consumers’
purchase intentions: An extended approach to information adoption. Computers in Human
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Hajli, M.N., 2014. A study of the impact of social media on consumers. International
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Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship
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Mao, H., Liu, S., Zhang, J. and Deng, Z., 2016. Information technology resource, knowledge
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commitment. International Journal of Information Management, 36(6), pp.1062-1074.

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Marinagi, C., Trivellas, P. and Sakas, D.P., 2014. The impact of information technology on
the development of supply chain competitive advantage. Procedia-Social and Behavioral
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