Digital Customer Relationship Management Strategies to Boost Direct Sales - Practice

The air transport industry has faced numerous challenges over the decades, from economic crises to rapidly rising operational costs. To remain profitable, airlines and airports have had to evolve - leveraging data, digital tools, and customer relationship management (CRM) strategies to create new revenue streams and strengthen direct sales channels.

This course provides participants with a practical understanding of CRM’s role in driving direct sales and optimizing the customer journey. Through real-world examples, participants will explore how to identify key touchpoints, apply behavioral and technological insights, and design strategies that maximize customer lifetime value and ancillary revenue.

Topics include CRM technology and distribution systems, customer journey mapping, data-driven personalization, and social media as a sales channel.

Participants enrolled in this class will receive access to the Digital Customer Relationship Management Strategies to Boost Direct Sales video course 14 days before the live sessions. It is strongly recommended that they complete it before the class begins.

Live sessions are structured with a one-day gap between them to allow time for assignments and reflection.

By the end of this class, participants will be equipped to:

1. Map and analyze the end-to-end customer journey for air travel
2. Identify online and offline customer touchpoints that influence purchase behavior
3. Apply CRM strategies to enhance direct sales performance
4. Leverage technology and behavioral insights to create personalized experiences
5. Use social media as an effective sales and engagement platform
6. Calculate and optimize customer lifetime value (CLV)

1. Airline and Airport Commercial Managers
2. Digital Marketing and CRM Specialists
3. E-commerce and Distribution Managers
4. Product Development and Loyalty Program Managers
5. Business Analysts and Revenue Growth Strategists