"High-end hotels have long tracked customer information, right down to pillow preferences or history of complaints and bad experiences, and online retailers pitch products based on your buying history. But airlines have done very little in the field of "customer relationship management," known as CRM.
Airlines acknowledge they will never be the Ritz, but they are hoping to put such practices to use -- to the benefit of fliers. Several airlines, as well as suppliers of CRM systems, say airlines view better customer-related technology as crucial to retaining important customers in a declining economy and differentiating themselves from competitors."
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