INTRODUCTION

Roland Berger has developed an approach to Customer Relationship Management (CRM) for
airlines that focuses on a customer-centric strategy. CRM means giving the right customers the
right treatment at the right customer contact points. Therefore, the Roland Berger approach
focuses on three key ingredients: customers, touchpoints, and processes. CRM is about three
essential issues: 1. Who are your most valuable customers and what are their key needs? 2. How
do you build a relationship with your customers through touchpoint interaction? 3. How do you
establish structures and systems to manage the CRM process across your organization?

Consequently, the Roland Berger approach to CRM for airlines starts with a detailed
understanding of customer value and customer needs. Secondly, based on the notion that
building a customer relationship takes place at the touchpoints (customer contact points), a
comprehensive concept to intelligently manage interaction across multiple touchpoints is created.
Thirdly, processes and systems are developed to translate the idea of CRM into actions. As a
result, it will have a clear understanding of how to offer what treatment to which customers at
which touchpoint and will have defined a comprehensive CRM concept.

BACKGROUND OF AIR INDIA EXPRESS