[Author’s Name]
[Institution’s Name]
Essay on Frequent Flyer Programs And CRM
Introduction
Managers are under intense pressure to create value. But value creation by improving operational efficiency-through such initiatives as outsourcing, business process reengineering and workforce reduction-has limits in terms of morale and potential. Companies must couple such efficiencies with innovation and new business development. Internally generated profitable growth is at a premium.
Even the best companies have struggled to create new markets or sustain a high rate of commercially successful innovations.
The Evolving Sales and Marketing Landscape Marketing and business development professionals are confronting a rapidly different and changing business landscape. The traditional business model that was once the standard is now being transformed due to technology drivers that make advanced marketing and sales capabilities possible.
The business model of yesterday supported mass marketing, mass production, and standardized cookie-cutter products and services. Enterprises will have fall behind the competition if they continue to rely and operate on this substandard model. Today, companies are re-engineering their operations and investing in enhanced IT infrastructures, which enable them to provide customized, personalized, information-rich products and services.
The new objective for marketers and business developers involves understanding the needs of their clients and the markets that they serve. This new focus on providing customer value is redefining business processes. Professionals, who understand and anticipate this shift, are positioning themselves ahead of the competition.
The Impact of Technology Enabled Business Processes
There is no denying the effect that technology has had on the way we conduct business.
History
First, let's look at the history and development of frequent flyer (FF) programs. In 1981, American Airlines introduced a program called AAdvantage. Their purpose was simple: to reward customers for using the airline and promote future customer loyalty. American started the program by using their customer database. They tracked the members' number of....
