Customer Relationship management at Jet airways

1. CRM IN JET AIRWAYS
SUBMITTED BY:
GARIMA TAAK
501304016

2. 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

3. 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 737
jets and ATR72 turboprops.
• It carries about seven million passengers a year.
• Its reputation for punctuality and outstanding service
attracts a large proportion of business travellers.
• Jet's founder and chairman is Naresh Goyal, an
Indian expatriate living in London.
• In May 1974, Naresh Goyal founded Jet air (Private)
Limited to look after Sales and Marketing operations
of foreign airlines in India.
• Naresh Goyal took advantage of Open Skies Policy
of the Government of India and set up Jet Airways for
the operation of scheduled air services on domestic
sectors in India.

6. 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

7. 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

9. 1
THE ABOVE GRAPH SHOWS RELATIONSHIP BETWEEN THE CRM AND THE
VARIOUS NETWORKS RELATED TO HUMAN NEEDS.

10. 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

11. CUSTOMER RETENTION AND LOYALTY
JET 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

12. CUSTOMER RETENTION AND LOYALTY
JET 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

13. CUSTOMER RETENTION AND LOYALTY
JET 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

14. CRM ARCHITECTURE

16. CUSTOMER CARE/SERVICE SUPPORT
SPECIAL SERVICES
• Infant and child care, wheel chair assistance, expectant mothers (Expectant
Mothers, till the end of 35 weeks of pregnancy may be permitted to fly on Jet
Airways flights provided there are no prior complications. Expectant mothers
between the 36th week till 38th week of pregnancy may be permitted to fly on
Jet Airways provided the expectant mother has a 'Fitness to Fly' certificate from
her treating obstetrician and she is accompanied by at least an MBBS doctor. ),
unaccompanied minors, medical emergencies, travelling with animals and
carriage of stretchers.
• Jet Mobile
Jet Mobile is a real-time and fully automated service designed to provide our
passengers with instant flight information. With Jet Mobile service you can
request to avail instant flight status, schedules and alerts through SMS or
automatically receive flight delay messages. Jet Mobile will send you instant
flight delay information via SMS, if your flight is delayed for more than 15
minutes. The SMS will be sent as early as possible around-the-clock. Please
make sure you provide your mobile number while making your booking.

17. CUSTOMER CARE/SERVICE SUPPORT
• Jet Kids
Jet Kids is a special programme for the younger patrons, children between the ages
2 to 12 years, of Jet Airways. Jet Kids was launched in the year 1999 keeping in
mind that "how long the kid would be amused by clouds". It became an instant
success with the kids. 1st July, 2003 marked the launch of the new Jet Kids
programme with more exciting gifts and offers. Our endeavour has always been to
add 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 general
and special cargo. You can now send your cargo to New York and India daily.
Enjoy the reliability of world class professionalism and service with the
convenience of a daily flight. Make a change for the better with Jet Airways Cargo.

18. 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.

19. 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.
 CRM
o All Cabin crew, priority for supervisory
o Cover all CRM elements including the Threat and Error Management (TEM)
o Full 3 days program
o Joint training between Flight Crew, Cabin Crew, Dispatcher and operations staff.
 INTEGRATED HUMAN FACTORS
- Operations Division Personnel :
o Airport Operations
o Engineering & Maintenance
o Security
o Inflight Services/ Catering
o Cargo

20. 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.

21. SUGGESTIONS AND FINDINGS
• Concentrate on the gaps created
• Improvise on branding strategies
• Look into newer geographical regions
• Improving technology to overcome unfavorable weather
conditions

22. 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