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Marketing Essay

1996 words - 8 pages

Classic Airlines must rebuild customer satisfaction with both the internal and external customers by looking at the needs of these individuals. Classic Airlines has the data on the customer’s needs and wants within the company. Therefore, Classic needs to look at this data to make process improvements, and market towards those improvements. The airline also has noted that the moral within the employees has decreased over the years. Classic should look at the needs and wants of the employees in order to create process improvements to increase employee satisfaction. Increasing employee satisfaction can be the first flight Classic Airlines should take in order to create a customer friendly ...view middle of the document...

Looking at what is important to the customer will help to create a company/customer bond that once in place is difficult to break. This bond is what will assist with the creation of a successful customer relationship and loyalty programs within Classic Airlines.
Marketing Alternatives
According to McDonald, in order to create a marketing strategy, the organization must determine what type of market to be within. The organization must determine if alternate markets are necessary to enter, or how to maintain or grow within the current target market (Marketing Review, 2006). Classic Airlines is a well established company within the global airline market, therefore, growing within the current market is the objective for Classic Airlines.
The challenge Classic Airlines currently faces is the need to create a successful marketing strategy without creating a large expense. Recent data indicated that customer loyalty and staff moral have both drastically decreased recently. In the past Classic Airlines has looked at customer comments, needs, and wants. However, at this point changes have not been made or discussed in order to accommodate those customer desires. Also, staff comments, needs, and wants have not been taken into consideration for staff satisfaction purposes as well. Therefore, Classic Airlines has not looked into process improvements to fit the needs of those important to the organization.
First of all, Classic Airlines will take the customer service data and look at process improvement initiatives to create a customer friendly organization. Many process improvements which can help create an increase in customer satisfaction are not expensive when one can look at the customer gain. Therefore, once process improvements are made, marketing will be based upon how Classic Airlines creates better service which is a cut above the rest. Service marketing can be a way an organization can easily market company process improvements. Marketing of such process improvements can help to create a customer and organizational bond. Creation of such a bond can help create customer loyalty and create a market gain of new customers as well (International Business Resource, 2011).
Customer satisfaction improvements are difficult to achieve when employee moral is low. Therefore, focusing on staff satisfaction will also have an impact on customer satisfaction (International Business Resource, 2011). Classic Airlines also has data that indicated staff satisfaction and moral which is currently down from the past. Therefore, creation of staff satisfaction process improvements will also be indicated. Having staff who are satisfied with their jobs will help create satisfied customers. Once staff satisfaction has been addressed within each department within Classic Airlines, customer service education will be implemented.
Customer service education is a tool in which Classic Airlines can help to create a service campaign. According to Pereira, marketing...

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