There was a close relationship between Customer Relationship Management and their Business Performance of the Kenyan Airways.
- In the case study 'Kenyan Airways Flies High with Customer Relationship Management', the progress of the Kenyan Airways of understanding the importance of Customer Relationship Management in their business.
- Essentially, Customer Relationship Management (CRM), was a business strategy that the airlines realized the importance of, in order to build an efficient business and increase profits.
- Until 2014, although the Kenyan Airways was one of the top airlines in Africa, for both domestic and international travel, it could not capitalize effectively.
- This was because they company did not procure any data on its customers, thereby, limiting their knowledge on them, and therefore, not being able to cater to their special needs/requirements.
- It was only after adopting the Oracle tools, that they were able to collect customer data, they were able to improve CRM and as a result, the increase in sales as well as profits for the company.
From the above, the relationship between CRM and the Business Performance of the Kenyan Airways is clear.
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