CRM IN JET AIRWAYS

SUBMITTED BY:

GARIMA TAAK

501304016

CONTENT

• INTRODUCTION TO JET AIRWAYS

• HOW CRM IS DONE IN JET AIRWAYS

• WHAT INFLUENCE TRAVEL DECISION?

• BUILDING CUSTOMER RELATIONSHIPS : UNDERSTANDING THE GAPS

• CUSTOMER RETENTION AND LOYALTY

• CRM ARCHITECTURE

• CUSTOMER CARE/SERVICE SUPPORT

• TYPE OF CRM TRAINING

• LATEST CRM NEWS AT JET AIRWAYS

• SUGESSTIONS

• CONCLUSION

INTRODUCTION TO JET AIRWAYS• Jet Airways (India) Private Limited is India's leading

private airline.

• It boasts a market share of about 29 percent.

• Jet operates a relatively young fleet of Boeing 737jets and ATR72 turboprops.

• It carries about seven million passengers a year.

• Its reputation for punctuality and outstanding serviceattracts a large proportion of business travellers.

• Jet's founder and chairman is Naresh Goyal, anIndian expatriate living in London.

• In May 1974, Naresh Goyal founded Jet air (Private)Limited to look after Sales and Marketing operationsof foreign airlines in India.

• Naresh Goyal took advantage of Open Skies Policyof the Government of India and set up Jet Airways forthe operation of scheduled air services on domesticsectors in India.

BUILDING CUSTOMER RELATIONSHIPS :UNDERSTANDING THE GAPS

CUSTOMER EXPECTATION – MANAGEMENT PERCEPTION• Seat allotment

• More variety in harder products

MANAGEMENT PERCEPTION – SERVICE QUALITY SPECIFICATION

• Reclining Feature

• Check-In baggage

SERVICE QUALITY SPECIFICATION – SERVICES DELIVERED• Unfriendly Check-In

• Unhygienic conditions

SERVICE DELIVERED – EXTERNAL COMMUNICATION• Time delay in Flights

• Emergency services

BUILDING CUSTOMER RELATIONSHIPS : UNDERSTANDING THE GAPS

JET AIRWAYS KINGFISHER INDIAN AIRLINES

RELIABILITY 1 2 3

ASSURANCE 1 2 3

TANGIBLES 2 1 3

EMPATHY 1 2 3

RESPONISVENESS 1 2 3

1

THE ABOVE GRAPH SHOWS RELATIONSHIP BETWEEN THE CRM AND THE VARIOUS NETWORKS RELATED TO HUMAN NEEDS.

CUSTOMER RETENTION AND LOYALTY

JET PRIVILEGE

JPMiles – The number of Base JPMiles earned is the direct travelled

distance between the origin and destination city-pair. JPMiles earned

are based on the fare and cabin travelled.

Blue Silver Platinum

GoldBlue Plus

CUSTOMER RETENTION AND LOYALTYJET KONNECT• Launched on 8 May 2009 to close down loss making routes

• Divert planes to more profitable routes with higher passenger load factors.

• Started 54 flights a week, rose to 125 flights, target of 160 flights a week

JET ESCAPES• A holiday package to a particular destination

• Option to earn JP Miles on each holiday availed

JET VIVA• Interaction forum for women travelers

• Modern fashion trends, spa getaways, high end cosmetics

CUSTOMER RETENTION AND LOYALTYJET MOBILE• Access information such as flight status, schedules, set alerts

or automatically receive flight delay messages

• Request for your Jet Privilege account details

• Search for the lowest fares on Jet Airways

JET LITE• Acquisition of Sahara Airlines

• Low cost carrier

• Wider reach

CUSTOMER RETENTION AND LOYALTYJET KERALA/ JET2INCREDIBLEMP• Tourism packages to Kerala and Madhya Pradesh

• Special offers during summer vacations and new year

ON-BOARD SERVICES • Check-In options

• Airport lounges

• Bus Services

• Cuisines

• Entertainment

CRM ARCHITECTURE

CUSTOMER CARE/SERVICE SUPPORT SPECIAL SERVICES

• Infant and child care, wheel chair assistance, expectant mothers (ExpectantMothers, till the end of 35 weeks of pregnancy may be permitted to fly on JetAirways flights provided there are no prior complications. Expectant mothersbetween the 36th week till 38th week of pregnancy may be permitted to fly onJet Airways provided the expectant mother has a 'Fitness to Fly' certificate fromher treating obstetrician and she is accompanied by at least an MBBS doctor. ),unaccompanied minors, medical emergencies, travelling with animals andcarriage of stretchers.

• Jet Mobile

Jet Mobile is a real-time and fully automated service designed to provide ourpassengers with instant flight information. With Jet Mobile service you canrequest to avail instant flight status, schedules and alerts through SMS orautomatically receive flight delay messages. Jet Mobile will send you instantflight delay information via SMS, if your flight is delayed for more than 15minutes. The SMS will be sent as early as possible around-the-clock. Pleasemake sure you provide your mobile number while making your booking.

CUSTOMER CARE/SERVICE SUPPORT • Jet Kids

Jet Kids is a special programme for the younger patrons, children between the ages2 to 12 years, of Jet Airways. Jet Kids was launched in the year 1999 keeping inmind that "how long the kid would be amused by clouds". It became an instantsuccess with the kids. 1st July, 2003 marked the launch of the new Jet Kidsprogramme with more exciting gifts and offers. Our endeavour has always been toadd value through various promotions, interactions, tie-ups and sponsorships.

• Jet Escapes

These are the special holiday packages

• Cargo

Jet Airways has been on the forefront in the transportation and handling of generaland special cargo. You can now send your cargo to New York and India daily.Enjoy the reliability of world class professionalism and service with theconvenience of a daily flight. Make a change for the better with Jet Airways Cargo.

TYPE OF CRM TRAINING CRM Initial

o Mandatory for all new cabin crew

o 1 day basic training covering all main topics

- Topics covered in CRM Initial

Culture

Teamwork

Communication

Situational Awareness/Stress

Problem Solving Decision Making (PSDM)

In addition to the above, they include module on Financial Defense – To inform crew on

the potential stress arise from financial problem.

Why Culture in CRM Training?

o Multi racial and multi national crew

o Application of Geoff Hofstede’s Culture four dimension:

Individualism/Collectivism

Masculinity/Femininity

Uncertainty Avoidance

Power Distance

Culture Familiarization Course

o For all foreign crew prior to operations

o 1 day training on understanding Culture differences in different countries.

o CRM Recurrent

o Mandatory for all cabin crew

o 1 day training, conducted annually.

o revised to every two years (dispensation from DCA(M) and meeting IOSA requirement).

o Latest generation of CRM (Threat & Error Management (TEM))

Safety Emergency Procedures Training Practical Drill

o Joint training between Flight Crew and cabin crew

o Application of CRM values in handling normal/abnormal situation

E.g. Bomb threat management, fire fighting on board, evacuation drill etc.

CRMo All Cabin crew, priority for supervisoryo Cover all CRM elements including the Threat and Error Management (TEM)o Full 3 days programo Joint training between Flight Crew, Cabin Crew, Dispatcher and operations staff.

INTEGRATED HUMAN FACTORS- Operations Division Personnel : o Airport Operations o Engineering & Maintenanceo Securityo Inflight Services/ Cateringo Cargo

LATEST JET CRM NEWS• IBM signs 10 year, $62 Million deal with aviation giant Jet Airways.

• IBM will be managing the IT infrastructure of Jet which will cover all the CRM operations

For Example-Frequent flier program, Central help desk support, Data storage and server

operation.

• Epsilon Fuels Jet Airways' Customer Relationship Management to inspire travel.

• Mercator, the IT division of the Emirates Group, has successfully implemented its CRIS

frequent flyer and customer relationship management solution at India's private carrier Jet

Airways

• Kenya Airways in Code Sharing Deal With Jet Airways

The deal will allow programme members of both partners to earn and redeem miles on entire

network of the other airline.-This will increase air traffic between India and Africa.

• Jet Airways rewards frequent flyers for Tripadvisor review.-

Jet Airways and TripAdvisor India have teamed up in a mutual promotion to attract both new

members for Jet Airways frequent flyer programme and to increase the number of reviews by

Indian travelers on TripAdvisor India.-. The promotion lets members of Jet Privilege, the

frequent flyer program of Jet Airways,earn basic JPMiles by writing hotel reviews on

tripadvisor.in.

SUGGESTIONS AND FINDINGS

• Concentrate on the gaps created

• Improvise on branding strategies

• Look into newer geographical regions

• Improving technology to overcome unfavorable weather

conditions

CONCLUSION

• Jet Airways’ can be ranked as ‘no.1’ for its guaranteed rewards (based on

survey). ‘Jet Airways’ services are excellent. They believe in

innovativeness and creativity to serve their customers satisfactorily and

keep them happy always. To compete with its competitors, in this day and

age, they however need to improve their services marginally to excel and

remain in the top bracket. After a thorough analysis and comparison with

Indian air lines and air Sahara, we can conclude by saying that jet air ways

is the most preferred air line on the sole basis of the quality of service they

provide. It is further seen that good service leads to customer satisfaction in

turn leading to loyalty of the customers. CUSTOMISED SERVICE =

DELIGHTED CUSTOMERS = BRAND LOYALTY