CRM INTIATIVES BY AIR INDIA

ABOUT THE COMPANY

Tata Airlines founded by J.R.D Tata in 1932. It was the first airline in India which provide
commercial airline services. Tata Airlines became a public limited company in 1946 after world
war II and Tata Airlines known by name as AIR INDIA. Air Indias first international flight
flew from India to New York via London in year1960.
Air India Subsidiaries:
Air India Express
Air India Regional
Air India Cargo
Air India Charters Limited
Air India Air Transport Services
KEY INFORMATION
Founded in 15 October 1932 (Tata Airlines)
Fleet Size: 108 (exclude subsidiaries)
Head Quarters: Airline House, Delhi, India
Key People:
Founder: J.R.D Tata
Chairman & MD: Ashwin Lohani
Parent Company: Air India Limited
Revenue: 215 billion (FY 2015-16)
Net Income: (26.36 billion) (FY 2015-16)
AWARDS AND ACHIEVEMENTS:
Air India won the National Environment Health and Safety Award 2015.
Air India include in top 50 service brands in India in November 2012 edition of Most Trusted
Brands survey by the Economic Times Brand Equity.
Asias leading airline Economy Class 2011. (World Travel Awards)
Indias leading airline award of 2012. (World Travel Awards)
CUSTOMER RELATIONSHIP MANAGEMENT BY AIR INDIA
Strategic CRM at Air India: Since1932, Airline industry evolved in India only two major airlines
Air India and Indian Airlines had lead aviation industry in India and in present situation so many
private players also come in this industry due to this competition become intense in this industry.
Although as a part of the government investment to build in airport and its related infrastructure,
aviation industry in India was strictly state controlled. The compelling reasons for this were-
dependence on strategic infrastructure such as airports, need to spread air connectivity across the
country and not restricted to certain players, market size limited due to high capital intensive.
3 major objectives behind adopted CRM practices are as:
Customer Acquisition
Customer Extension
Customer Retention
Air India attaining these three objectives by starting these activities and these activities catch the
attention of travelers:
Web check-in
Kiosk check-in
Mobile check-in
City check-in
Flight status
Redeem Miles
Flight schedule
Zero cancellation charges
Few CRM practices followed by Air India in last years as:
Flying Returns (FR): Indias first frequent flyer programme, and one of the most rewarded
Programmes in the region.
On taking memberships, you can eligible for its benefits and earn FR points each time you fly on
a qualifying fare (RBD) on any class or sector on the extensive network of Air India or 27 Star
Alliance airline operating more than 18450 flights every day to 1300 airports in 190 countries.
On purchase, higher worth ticket, such as business/first class, you get bonus FR points, and use
FR points faster. You accumulate points on select flights of code-share airlines. Points earned
with our non-airline conversion partners loyalty Programmes can be converted to flying returns
points and transferred to your FR account as per the partner program rules. The points come in
the FR account can be redeemed for award tickets for self or others, as per member account
status, for travel on Air India 27-star alliance member airline.
The highlights of Flying Returns Programme are as follows:
Membership extended worldwide
Update profile details online
Claim missing miles online
Redeem miles online at www.flyingreturns.co.in
No redemption threshold limit for redemption tickets
Purchase miles at Re.1 per mile on shortfall of redemption
Book your preferred seat:
The preferred seat scheme is available in every flight which is operated by Air India. These seats
which can be availed by a passenger in exchange of payment provide comfort of extra leg space
and that of deplaning much faster upon arrival.
At the level of CTO and ATO level, preferred seat facility will be available.
A passenger has a facility to booking preferred seat by Air Indias call center as well as in
exchange for a payment. The call center contact no. available on website.
Citizen charter sections:
It is customer care center of Air India where the airlines associates respond all the queries of
travelers.