“CRM system for Spicejet and business cycle”

Submitted by:
Akash Ram Kamble - 41179
Kiran Karki - 41187
Sheshank Shekhar - 41269
Shivam Gupta - 41271 Submitted to:
Satyam Thakur - 41259 Professor Sandeep
Sanjit Sarkar - 41255 Bhattacharya
Elements of data to collect:

 Demographics- Name, Age, Gender, Education, Income, Marital Status

 Traits and values- Beliefs, Food preferences, Anxieties, Ambitions,
Expectations
 Media consumption- Website, Movies. TV shows, Magazine, Books,
Music
 Brand Habits- Preferences, Trial barriers, Use patterns, Buying habits,
Brand expectation
 Personality- Introvert, Extrovert, Talkative, Self consciousness
 Lifestyle- Ability to spend, Willingness to spend, Preferences,
Premium/Economy preferences
 Customer touch-points
Post-
Pre- Airport In-flight
flight
Airport
• Promotion notifications • Airport check-in and • Baggage Storage • Gate connections
through app and sms.
seat-assignment
• Travel planning through • Meals • Baggage claim
app or website • Baggage check information
• Shopping
• Reservations and bookings
• Security • Baggage pick-up
• Ticketing • Connectivity
• Boarding pass and • Customer service
• Flight-delay notifications
boarding • Airplane safety and complaint
• Virtual check-in and seat instructions management
assignment via app and • Gate location
website

• Transportation to airport
via
cab booking assistant
service
3
Data collection:

 Social Media
 Online membership details
 Booking preferences
 Reservation, booking, ticketing
 Website browsing habits
 Email Responses
 Online Travel agencies
 SEO/ Ad words/ Ads viewed/ Bounce rate
 Online shopping/ orders
 Analysis
 From the research, report analysis that majority of the age group belong from the
age of 21-24. Whereas the age group 18-20 & age group 25-27 contribute
somewhat equally.
 The gender diversification of the consumer are 60% male and 40% female.
 Majority of the consumers are in Students as the forms was floated in our friend
circle.
 Majority of the respondents prefer Spice Jet and Indigo Airlines an these airlines
provide tickets at lower prices than the other airlines.
 Majority of the consumers travelled more than 3 to 5 times a year. These travels
were mostly for college vacations or job related.
 When asked that why did they prefer Spice Jet over other flight services providers,
30% of the respondents preferred Spice Jet because of Priority Check-In, 25% of
them chose because of Frequent Flyers Program, and 23% chose because of
SpiceMax (Extra Leg Room Service)
 The passenger mostly travelled in Economy class as they were traveling within the
country. Only some passenger chose Business class over economy class because
of the additional in-flight services.
Analysis (Continued)

 Those who have chosen Spice Jet as their flight service providers
are very satisfied with the services provided by Spice Jet.
 Of the people who have used Spice Jet, 80% of the total people
are very much satisfied with the current CRM practices done by
Spice Jet.
 About 55% of the total respondents have rarely faced any
problem or discrepancies in the service process of Spice Jet.
 It only took 1 or 2 calls to resolve the problems faced by the
consumer. The reason being the assistant were consistent with
the main problem faced by the customer. They interpreted the
exact reason why the customers were facing that particular
problem and what can be the viable solution.
Analysis (Continued)

 We had asked our respondents to rank several services provided

by Spice Jet. The highest rank was given to the “Overhead
Baggage Compartment” Many had also given a high rank to the
Hygiene Factors of the Aircraft. Punctuality or On-Time flight was
also ranked very highly as they were satisfied with the current
on-schedule flights. In-Flights meals was also one of the factor
that provided satisfaction to the customers.
 When we asked the respondents that what factor matters the
most while choosing a flight service provider, they stated that
“On-Time Flights, Smooth Check-In services, Loyalty Programs,
and Speedy Customer Services” were the factors that looked
before selecting a flight service provider.
 CRM Insights
 The company should focus on customer centric
approach rather than being price centric. 60%
customers are ready to pay premium for value added
services and excellent customer experience. They
need to maintain integrative CRM to assess the
behavior of the customers.
 The company needs to prioritize on 3 strategies to
increase good customer experience.
The key strengths as per the data analysis from the reports are:
 Low airline cost
 Connectivity
 Flight Attendant
The company has a scope for improvements to retain its customer
from another airlines company. The company have to focus on these
pillars.
 Flight Punctuality
 Greeting at airport
 Welcoming of Passengers
 Call Center.
The company needs to focus on enhancing customer experience
through excellent billing communications.
 RECOMMENDED DECISIONS
 Services should be customer centric rather than price centric.
 Preferred seating to the woman who are travelling alone should be included because
some women are hesitant to seat next to an unknown person.
 If preferred seat is not available for women, window seat or aisle side seat can be
provided as per their comfort. Also preferential amenitites should be provided to
elderly and handicapped flight attendants.
 Customer data should be recorded at every touchpoint as much as possible. Genuine
customer feedbacks can be collected if the onboarding staffs reciprocate for their
response with a thankyou note or token of love.
 Primary research says that customer are willing to pay premium price if they are
provided value added services and a unique and pleasant customer experience.
Providing customers with creative and unique travel experience and customer
beneficial services will make a positive image in their mind for a longer period of time.
 Facilitators at the airport: They will guide the customers and make them aware about
the unique services provided by spice jet.
 Spice Jet loyalty program: For every flight booking customer will get the spice jet
coins. Coins will get deposited in their wallet and sufficient coins can be redeemed
with some extra services like Netflix subscription or free tickets
 Better Infotainment System: Infotainment available at Spice Jet is limited with
resources. Now efforts has to be taken to improve the infotainment system.
 RECOMMENDED MARKET STRATEGY WITH TACTICS

• Data Collection Techniques: Solicit genuine feedbacks and comments from

customers about their flight experience with spice jet by engaging with them as
special customers. For example: Provide thank you note or Token of love before
engaging in conversation.
• Ask customers about what they liked the most about the services provided and
which services could have been better.
• Provide a standard flight meal for every customer within the ticket cost. For more
ranges of dishes, reasonable amount of premium can be charged.
• Gather as much data as possible with business and first class customers. Know
their names and preferences and surprise them the next time when they visit
again. This creates an unique customer experience and also helps to retain our
premium customers.
• Before the flight starts, the safety instructions that is provided to passengers can
be delivered in a unique way i.e. it could be in a funny or creative way that the
customer will remember the flight and talk about it with his friends or families later
on. Some flight companies have started doing it already.
• Preferential amenities should be provided to elderly, handicapped, women and
children to create a good image in flight attendant’s mind.
• Anonymous feedback notes box: Customer can write about their perception about
the flight services and drop in a box. Extreme feedbacks can be expected.