Leo CRM is a feature-rich and multi-user program used by airlines to manage passenger loyalty. The program is based on the collection of information about the client, his preferences, inquiries, purchases. And on the basis of this knowledge, the system makes it possible to automate passenger loyalty management processes, form both special offers and build a sales strategy. And also allows you to flexibly respond to trends and changes in passenger demand.
That is, initially, with the help of this system, the airline accumulates information about the client in a single information space and forms its consolidated profile, which includes: information about the wishes and interests of the passenger, flight preferences, service classes, seats in the cabin, additional services, participation in loyalty programs ... everything, including methods of payment for tickets and services, exchanges and refunds. Thus, the history of the company's relationship with the client is collected.
We can say that at this stage a "Client Profile" is formed, moreover, it is supplemented both automatically and, if necessary, and manually. The client's profile helps the company to understand the wishes and possibilities of the passenger, offer him personal promotions, service packages, make offers on fares, both for flights, and form personal offers for additional services. As snobbishly as it may sound, Leo.CRM lets you know more about the client than he knows about himself.
And then the toolkit for managing this knowledge, which the system provides, comes into play. For example, you can use Leo.CRM as a constructor of business rules, segment customers by analyzing their actions, purchases, preferences from all sides, and, based on the analysis, assign a certain status to the profile of each passenger. Such a tool allows you to select target audiences based on the demand for individual products of the Company.
On the one hand, this allows Leo.CRM to create special, most popular offers for a specific target group, conduct sales, promotions, make informational e-mail and SMS mailings. On the other hand, the data processed in the CRM system helps the company to identify aspects that determine the quality of marketing, sales and customer service. And, importantly, you can even conduct targeted marketing - an analysis of the prospects for certain marketing solutions, make these proposals and their promotion more effective.
For example, the airline plans to supply an aircraft with a high-class cabin in a promising tourist destination. It is imperative for the company to understand the demand and sell these expensive locations. An airline specialist conducts a research of the passenger base for prospective customers, whose profile corresponds to such a proposal. Of course, this is not done manually across the entire database, but a special business rule is created.
As a result of applying the rule, all customer profiles that meet the specified parameters are assigned to a group, according to the code of which data is sampled and an address offer is formed with further mailing. Thus, the company, having carried out a preliminary analysis of the prospects of this proposal, also increases the efficiency of ticket sales at the early stage of opening sales, having received working capital. At the same time, there is no need to cancel flights due to under-sales of tickets and lose the loyalty of passengers.
Or, for example, the use of such a sales promotion tool as "promotional codes". Having selected passengers using the segmentation mechanism (or search by specified parameters), the airline generates a rule for applying a discount on a flight, destination, or even in a specific booking class. And then the existing mechanisms of informing target groups are used. This mechanism is most often used to stimulate sales in the off-season.
Each passenger can simultaneously be in different, segmented according to different business rules, groups. The main thing is that these groups in any case correspond to his preferences and capabilities as much as possible, and he will definitely receive his information letter about an offer or promotion. Moreover, it will be targeted and, it is possible that with an offer to purchase transportation and other services with a personal discount.
We can say that Leo.CRM is a tool for communication between a company and its client.
The main functions of the system:
- Automated database formation;
- Automatic segmentation of passenger profiles according to the specified parameters;
- Creation of individual offers using promotional codes available to both all passengers and selected groups;
- Using specialized templates for sending messages;
- Automatic distribution of messages with information on flights, promotions and personal offers to selected passengers or groups of passengers.
At the same time, it is possible to segment clients, both by a set of parameters, and by one, separately taken parameter (direction, cost, luggage, etc.). Moreover, the system allows you to work not only with segmented groups, but also with an individual passenger. Leo.CRM works as a separate module of the Leonardo passenger service system and downloads data from the inverter system and from the electronic ticket server system, and in the future from the DCS and the frequent flyer system. It is also possible to enter data into the passenger's profile manually if the passenger contacts the call center or the commercial service of the airline. Including it is even possible to enter any comments of the operator about the characteristics of the passenger and his requirements, so that the company, opening this profile, could have an idea of this client.
A person who has administrative access in the airline can transfer, in whole or in part, the rights to manage the system or its various sections to other users (operators), or provide access without the right to make changes, solely for acquaintance with the information.
The mailing module allows you to generate letters, both in text format, and create graphic files. In this case, you can organize one-time mailings, or you can create some "events" in which a specific offer will be sent both to a group and to an individual passenger, for example, on a birthday.
When implementing Leo.CRM, the Sirena company, in addition to standard presets, makes personalized reporting settings for the requests of each airline. This also applies to the collection of statistics on the operation of the system, and marketing information. Uploading such information is possible in any convenient format: word, excel, pdf ...
The company's specialists can customize the system even for the sale of services to subsidised passengers, providing a check on those parameters that correspond to this category (region, registration, attitude to the privileged group of the population ...). For this, a link is carried out with the databases of regional MFC and the portal of State services. This is another case that helps airlines use the Leo.CRM system, in this case for subsidised flights.
Despite the fact that Leo.CRM is an application of the Leonardo passenger service system, if the airline wishes, it can be “tied” to other inverter systems. Sirena also provides technical and user support to operators, helping to customize templates, reports, and troubleshoot failures.
Simply put, Leo.CRM is a toolkit that allows you to make very fine, individual settings, and then everything depends on the skill of the one who uses this toolkit.
