Question 3

1.
(a) Customer's name, flight no. , class, depart location, arrival location
(b) the accumulated mileage
(c) Seat no.

2.Business benefit of using CRM:
- Increased customer satifsfaction
- Reduced direct-marketing costs
- More effective Marketing
- Lower costs for customer acquisition/retention
- Increased sales revenue
- Lower churn rate

CRM can captures and combines customer data from all over the organization, so that it can be analyzed and the results can be distributed to different people, systems and touch points.

By using a single software pacakge and a centralized database, CRM can provide data and analytical tool about customer, for example:
-how much each customer expected to spend on our products over his or her lifetime.
-identify the most loyal customers.
-identify the most profitable customers.
-What are the most profitable customers like? How can we find more customers like them?
-Find out what sort of product and services that the profitable customers want to buy.

The CRM software packages can also help sales staff increase their productivity; assign and manage cusotmer service requests; manage marketing campaigns and analyze the results and identifies opportunities for cross-selling, up-selling and product bundling.