The management of the company can make use of the information gathered by the CRM to conduct an analysis of the asset utilization, determine the activities and efficiency of the agents, identify the trend for air traffic by category of customers as well as determine the performance indicators of the various agents and customer booking options.
“The airline receives other indirect benefits too. The main one is detailed information about customers’ travel behavior. This information is enriched with other information about customers and their buying behavior, analyzed to identify customer segments and used for targeted direct marketing. A modern airline knows so much about its customers’ travel behavior that it can identify if a customer who regularly flies from A to B stops returning with the airline, can make the customer a bonus points offer for the next time they take a return flight on the same trip and can monitor the customers’ response to the campaign.” (Hill, 2009)