Essay
Business level 3 unit 11 m1
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Analyse the ways in which relationship marketing activities can be used to support achievement of the strategic aims and objectives of a given organisation.
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By: rebecca-distinction • 3 year ago
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By: rebecca-distinction • 5 year ago
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By: maliksyamb • 6 year ago
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I will be discussing how specific customer focused strategies used by Southwest Airlines help themachieve a range of aims and objectives and their mission statement.
Southwest airline appreciate their customers every day and they believe they are a customer
service company and it is their mission to make a customer’s travel experience their best one and
they state that their customers mean everything to them. By SWA doing this it allows their
customers to trust and grow a relationship with them in the long-term which will increase SWA’s
sales. When customers are satisfied they will tend to recommend the business to other people
which will increase the reputation of SWA and when the customer is satisfied they become loyal and
this means SWA achieves their mission statement of their mission to make the customers travel
experience a great one.
Southwest airline travel to more than 98 destinations and they operate more than 3900 flights a day
and by offering customers many types of flight times and destinations this will help SWA attract
many types of customers who want to travel to these destinations and this will increase SWA’s sales
and profit. In terms of where they are in terms of competitive position it will increase their position,
which will boost the investor’s confidence to invest in SWA and it also increase their market share.
Also by having many destinations and times customers will recommend SWA and increase their
popularity.
SWA Provide low cost travel prices and there are no bag fees; the first and second bags travel free
no matter the weight of it. SWA doing this allows them to be unique because no other airline does
this which makes them ahead of their competitors. Also it allows them to make more sales because
their prices are low and bags are checked free customers will spend less money and recommend
people, allowing customers to check their bags for free and travel for free show the appreciation to
customer and it shows SWA want their customers to have a great travel experience which they
make as their mission.
SWA do not charge their customers charge fees for example if the customer made a mistake or has
a change of mind about their travel plans, SWA will not charge them to change it which other airlines
do. The only cost they will is the difference in cost fare if the change of travel plan increase the cost,
however they will not be charged a fee for changing anything. Charging change fees will decrease
the loyalty of the customer and it will make the customer will look at the company difference and
they may want to go to another airline because of this. SWA allowing the customers to make
changes for free it makes the customer loyal and SWA will make profit due to this because the
customers are likely to travel again and not go to another airline. Also the customer will be satisfied
and their needs are met which allows SWA to achieve their mission statement of providing excellent
customer service.
Southwest airline give their customers reward points which will allow them to collect points for free
flights. These points do not expire and one can travel any time of the year at the most popular times.
By doing this it will make customers travel more in order to get more points because they know they
can get a free flight if the points are enough and it does not expire so they use it whenever and this
increases the loyalty of the customer and the reputation of the business for being generous, it will
also boost their sales and profit and they are also achieving their mission statement while doing so.
SWA’s really low fares is only available on their website and it is not available for sale on other flight
website, which means the fares will be as low as possible because SWA will not have to pay sales
fees to those travel websites and they save money. They also have a low fare calendar which allows
customers to see the lowest travel prices and this will allow customers to see the best day to travel
to get the lowest fare or the price of the flight on the day they want to go. This makes it convenient
for customers and it helps them to achieve a flight within their budget without going above it. Doing
this will increase customer satisfaction and their sales because customers will be able to find a good
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