Page 350 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 13: Emerging Trends in CRM

Notes
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Case Study Local Search Engines: Useful or Not?

Name: Dandan Meng
Occupation: Masters Student
Dandan Meng is studying at Lulea University of Technology Sweden.
Pre-purchase eCRM Features
Dandan subscribes herself on different airline websites for getting emails. She said these
emails contain information about different cheap offers and are sometimes helpful. She
gets some junk e-mails as well which she believes that she never subscribed them and
hence dislikes it. She could not found ‘Site customization’ feature on travel websites and
believes that she can use websites easily without this feature. She prefers to send an email
for contacting the company where as in case of emergency she likes to call the company
for immediate reply.

She found the presence of ‘local search engine’ very useful and said that she could search
flight schedules and fares easily by mentioning her desired travel locations and time
preferences.
Dandan has to ‘Log in/Sign in’ only when websites force to do that otherwise she prefers
to use the website without use of ‘Log in/Sign in’ it. For ‘Log in/Sign in’ she has to fill up
the form first time which she does not like because she believes that it is a wastage of time.
Presence of ‘site information’ in the form of ‘introduction page’, ‘site tour’ or ‘site map’ is
immaterial for her because she said she can browse every travel website easily.
She could not found ‘online forums’ on travel websites. She tells her experiences to her
friends in real life. If she will found any ‘online forums’ on travel websites, she will not
communicate with other customers as far as the travel service is good. She said that she
will tell other customers only in case website cheats her or she experienced any bad
experience with the website.
At-purchase eCRM Features

Dandan said that she is getting opportunity from one of the travel website to get some
points on the basis of using ‘loyalty program’ because she is a regular customer of that
airline. She said she will get benefit of free travel on this basis. Dandan mentioned that the
process of buying tickets is quite easy on the internet and that she could buy tickets any
time of the day, but there are some websites where she has to buy tickets three days before
travel. As a whole she preferred buying tickets online rather than from a travel agent.
Dandan said that she could found all the information about services whatever she wants
on the website easily moreover she explained that does not want to download such
information. Dandan said that she could choose whether to sit in economy class or other
class, she could choose insurance as well. She could also choose sometimes how many
bags to book. It is important for her to read ‘purchase terms and conditions’ because some
times she gets useful information from this. Dandan said that she always choose credit
card option while purchasing e-tickets. When websites shows her different other alternatives
while in the process of purchasing tickets according to her selection, she usually chooses
the cheapest one as against her desired selection.

Contd...

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