Read the 5 articles in this PDFso that you can discuss American Airlines in Discussion 1. Then read the My Twinn article for Discussion 2.
This week we have scratched the surface on making more intelligent use of corporate data. Large amounts of data about customers can be accumulated in Customer Relationship Management systems (CRM). For example, think of all the information Netflix is able to accumulate about customer behavior such as days of the week and times of the month that a customer orders or streams videos. Netflix could mine the data for customers who routinely order two items per month and make them a special offer such as "three for a just a little more than the price of two". They could read Chapters 11 and 12 to decide how they wanted to define "routinely".
Question 1: Read the articles about American Airlines. American Airlines treats some customers differently than others when they call or visit the web site. How do they get the knowledge required to do this?
Question 2: Name one other example of how an airline could treat customers differently based on knowledge they have about the customer.
Read the article on My Twinn.
Question 1: Why do you think My Twinn decided to outsource their customer call center?
Question 2: All of the outsourcing companies had good technology available to them for tracking capturing customer data and for managing call center agents. Why did Alpine Access do better than the other call center companies?
Question 3: What role (if any) did Information technology play in this success?
Question 4: Under what conditions would you allow people to work from home?
http://searchcrm.techtarget.com/definition/personalization
Definition of personalization
http://www.crn.com/it-channel/18807868;jsessionid=KIH13KJLLRTWPQE1GHOSKH4ATMY32JVN
American
Airlines web site personalization - 1
http://www.m-travel.com/news/2002/05/american_airlin.html
American Airlines Web site personalization - 2
http://blog.bookingbuddy.com/2009/01/american-airlines-gets-all-up-in-your-business.html
American Airlines personalization with a reference to Netflix
http://www.tuvox.com/blog/welcome-back-steve/ (No longer active--see the PDF)
American Airlines phone personalization