CUSTOMER RELATIONSHIP

MANAGEMENT
DCM 3013

Muhammad Ariff Daniel Bin Mohd Don

B04DCM16F620
Puan Ayu Indayu Bt Mohd Zohdi
 INTRODUCTION/BACKGROUND
BRITISH AIRWAYS WAS CREATED IN 1974 AFTER A BRITISH AIRWAYS
BOARD WAS ESTABLISHED BY THE BRITISH GOVERNMENT.
FULL SERVICE GLOBAL AIRLINE, OFFERING YEAR ROUND LOW FARES.
BRITISH AIRWAYS IS THE 5TH LARGEST GLOBAL AIRLINES.
BRITISH AIRWAYS OPERATES FROM THE WORLDS BIGGEST
INTERNATIONAL AIRPORT, LONDON HEARTHROW.
45,000 EMPLOYEES IN AROUND 100 COUNTRIES WORLDWIDE ASSISTED
MORE THAN 40 MILLION PASSENGERS LAST YEAR TO GET THEIR FINAL
DESTINATIONS.
BRITISH AIRWAYS MAINLINE FLEET CONSIST OF JUST OVER 270 AIRCRAFT
OF 9 DIFFERENT AIRCRAFT TYPE.
 CRM IMPLEMENTATION
BA had to make drastic cost savings with external spend.

BA also started looking at ways to reduce the external costs

for campaign execution in North America by simplifying the

processes and the Carlson IT support costs at Minneapolis.

At this point BA took the decision to implement Teradata CRM

(TCRM) on ICW(intergrated Customer Warehouse)

 Complexity
The data structure was radically different to the previous system,
and was not designed for analytical purposes. This made it difficult
to understand and time consuming to use.
Query Response
Using customer data for analytical purposes involved many joins
which made queries slow and complicated and required advanced
programming skills to create SQL queries for even the simplest of
list generation
Performance
CDW was also being used as an operational data source for OCD
(Operations Customer Database) which impacted analytical users
Training
A lot of time and effort was required by contractors to train SAS
users on how to access and use data.
Data Quality
There were many questions with regard to data quality and so this
undermined the analytical teams confidence in the data
 THE FUTURE OF CRM

Step 1 Outbound communication sent to customers.

Step 2 Customer responds via pre-registration

TCRM identifies those customers who qualify for

Step 3 reward.

Step 4 TCRM executes targeted and relevant follow-up

communications, notifying reward recipients directly
via TCRM.