Purchase Solution

Customer Relationship Marketing & American Airlines

Not what you're looking for?

Ask Custom Question

Read this article, posted online, about an American Airlines employee who was fired. The author of this article suggests the employee was just being "engaging."

Robles, Patricio. American Airlines Fires an Employee for...Customer Engagement.

http://econsultancy.com/blog/4936-american-airlines-fires-an-employee-f or-customer-engagement

Based on what you know about CRM, what are your views on this article.

(1) Was the employee truly engaged or was he overstepping?

(2) Based on readings of fairness, do you think the employee was fair to the customer? And was the company fair to the employee?

==> Demonstrate understanding of 21st century developments on CRM

==>Take a strong position (not wishy-washy)

==>Avoid repeating definitions

==>Evidence of use of required references and background materials (necessary for a grade of "B" or higher)

==>Few quotes and absolutely no copying or close paraphrasing from any source without appropriate citation

==>No definitions and no summaries from the text

Purchase this Solution
Solution Summary

This detailed solutions looks at a case in which an American Airlines employee was fired for responding to a public blog. It discusses if this was right or wrong on the part of the employee and the company. It uses examples and supplies links and takes a strong point on the issue.

Solution Preview

Customer Relationship Marketing has evolved in the 21st Century to adjust and include the presence of social media. In the past companies could control messages to customers through mass marketing efforts, advertising campaigns, and letters from the customer service department, vetted through a customer service manager. The advent of Facebook, Twitter, email, and blogs has changed customer relationships. There are more forums and less control over the message. Brand loyalty, however, continues to be the end goal and even greater vigilance must be taken against brand terrorists who are defined as "customers so unhappy that they speak out against a poorly delivered service at every opportunity" . http://www.zunch.com/zunch/files/Zunch_CRM.pdf). With Customer Relationship Marketing the sale is not the goal, enduring profitable growth through loyal customers is the goal. In this manner it is key to monitor and react when unhappy customers speak out against the company.

In the ...

Solution provided by:
Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
Recent Feedback
  • "Thk u"
  • "Thank you!:)"
  • "Thank you!:)"
  • "Thank you!:)"
  • "Thank you!:)"
Purchase this Solution
Free BrainMass Quizzes
Introduction to Finance

This quiz test introductory finance topics.

Writing Business Plans

This quiz will test your understanding of how to write good business plans, the usual components of a good plan, purposes, terms, and writing style tips.

Learning Lean

This quiz will help you understand the basic concepts of Lean.

Academic Reading and Writing: Critical Thinking

Importance of Critical Thinking

Accounting: Statement of Cash flows

This quiz tests your knowledge of the components of the statements of cash flows and the methods used to determine cash flows.

View More Free Quizzes
Related BrainMass Solutions

  • Classic Airlines

    Second possible solution is that the customer relationship personnel should be retrained to improve the relationship with customers. Third possible solution is to enter into a marketing alliance with a foreign airlines.

  • American Airlines: Marketing tools

    138156 American Airlines: Marketing Tools Describe American Airlines in relation to their marketing tools and apparent Customer Service (no less than 200 words). Provide at least two references.

  • Southwest Airline Corporate Culture and Management

    ., (2008) "Evaluation of the Customer Management and Relationship Marketing Plan for Southwest Airlines" Relationship Marketing Retrieved December 2, 2010 from: http://works.bepress.com/grace_thomson/24 Weiss, D.M, (2008) Operational Hedging Against

  • Marketing Plan for Classic Airlines

    American Airlines is the world's largest airlines and has a strong positive image.

  • Marketing Promotion: Southwest and American Airlines

    Now, the market promotional activities of American Airlines will be focused upon.// Promotion of American Airlines American Airlines uses different marketing promotional methods to attract the customer in the airline industry.

  • The Southwest Airlines Website

    - In June 2010, the American Customer Satisfaction Index ranked Southwest Airlines number one among all airlines for the 17th year in a row. References: Grabbers (2005).

  • Competitor Analysis of Southwest Airlines

    Another big marketing advantage enjoyed by American Airlines comes from the partnerships they have developed over the last decade.

  • AT&T and Southwest Airlines

    In case of Southwest Airlines, there was an orchestrated effort made to reinforce a relationship between the employees and its customers.

  • Classic Airlines

    At a time when other airlines are offering newer incentives to customers and are striving to improve customer relationship, Classic Airlines is still bogged down by its past and current labor union contract.

View More Related Solutions