British Airways rolls out CRM

In an attempt to differentiate itself in the increasingly competitive airline market, British Airways is rolling out customer...

In an attempt to differentiate itself in the increasingly competitive airline market, British Airways is rolling out customer relationship management (CRM) software to support its marketing campaigns.

The move forms part of the airline's wider datawarehousing vision, which aims to bring together all of its commercial activity on a single platform by 2005.

Peter Blundell, knowledge strategy manager at BA, said, "It is important that we are much more focused on our most valuable customers. The CRM software will allow us to roll out intensive marketing campaigns to capitalise on their interest."

Blundell said BA has worked with software firm Teradata, which supplied the CRM package, to identify tangible returns on investment within a "tightly specified payback period".

BA wants all its commercial activity to run through one platform so that it can improve the overall decision making process. At the moment, the company has three separate platforms for operations, data exploitation and planning.

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