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If business travelers aren't primarily price sensitive, and they certainly don't have the time or resources to follow discounts and promotions across all the airlines (in their free time? What free time?), then building loyalty falls onto the airlines' CRM efforts. And there is definitely an upside to building loyalty through CRM. Most business travelers use several airlines, some more than others depending on where they live, and there is often choice beyond the metric of pricing when booking travel based on routes, schedules, equipment type (example: some people don't like small planes).
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