This benefits SIA as it improves the digital side of their business. In addition to that, it also benefits the customers, specifically those with a Krisflyer membership. This also contribute to SIA’s goal of being the world’s leading digital airline. 

Background of SIA:

One example of the customer service that Singapore Airlines offers that makes it so good is the quality of in flight entertainment, seat comfort and in flight meals. By doing so, this shows how Singapore Airlines manages its Customer Relations Management as part of its many information systems.

Based on how much Singapore is investing in Singapore Airlines, both in terms of time and money, it is obvious how important the airline industry is in Singapore. Therefore, the products and services have to be upgraded as time goes by. An example would be how they upgraded the Suites to the New A380 Suites. Through this, it offers customers a more comfortable ride. It could attract more customers as it is something unique and an option from other airlines. 

Bryan: 
In a nutshell, Singapore Airlines has used the many information systems in order to make sure that their company can continue to keep up with this ever changing world and continue to offer their customers the best possible experience. Be it in terms of in flight amenities or buying tickets online or loyalty rewards. They make sure that their brand continues to stand well above the rest in order to remain the prestigious airline it continues to be.

Mirza: There are a few ways SIA used the CRM system to solve their problems.

Firstly, the CRM system helps integrate with all the social media channels which is beneficial as tracking interactions is crucial. Engaging with one’s customers on social media can aid you in understanding the customer better which will then enhance their experience. 

Secondly, it also helps remove out-of-date information . Customer data changes often and it is critical that SIA does not fall behind using old information. Regularly going through the data and asking the customers to verify their details are effective ways to ensure the data is still relevant. 

Thirdly, the marketing team of SIA can use CRM to make forecasting easier and more precise. They can foresee opportunities clearly and map out the the customer journey, giving them a better understanding of the sales pipeline. It also allows one to include information on their customers’ likes and dislikes about certain services provided by the company. 

In general, it creates a 360 view of the customer, recording their various interactions with the business and by producing the relevant information needed to have better conversations with customers. 

Syarah: A benefit of CRM is that it Improves customer retention. An example of a benefit that CRM has brought to SIA is the development of a new app. Using CRM, SIA recognises this particular target audience for this app. The new app, a digital wallet app, benefits their customers specifically the frequent flyer customers. The digital wallet app digitalises their mileage so that they can use that for purchases at retail outlets. The app improves customer retention as the frequent flyer customers would stay loyal to SIA as it brings about benefits such as this. Singapore Airlines has also introduced the Krisflyer program, for frequent flyers and it is described as a reward system for this group of customers. There are three tiers to this membership and members are rewarded the more they travel. the different types of membership are Krisflyer, Krisflyer silver, Krisflyer gold and priority passenger service club. The reward system that the program provides include using the miles earned for flight upgrades. SIA aims to reward loyalty of their customers using this system. Therefore, this improves customer retention as this would make them loyal to SIA due to the rewards they receive when using this airline frequently. 

Rosh: The quality in-flight entertainment, seat comfort and meals have consistently satisfied the airlines’ customers. This consistent high standard of quality maintenance regarding their products and services has allowed SIA to be rated as a 5-star airline. 

Regarding SIA’s customer relationship marketing, esthetic experience can be related to it. Esthetic experience is involving customer delight in an improved, extraordinary physical configuration. The abilities of the flight attendees in providing products and services are constantly improving due to initiatives of SIA. The satisfaction of personnel will offer better services to customers, overall establishing excellent customer service.