Customer Relationship Management

Treats the customer relationship in aviation businesses not as a software or campaign matter but as a management capability built on data, process, measurement and authority. The course opens with who the customer is, the touchpoints of the passenger journey, segmentation and data, service quality and its measurement, and expectation management.

Its second half is built on disruption and compliance: complaint management and root cause analysis, service recovery, passenger rights legislation and the protection of customer data. The term closes with loyalty programmes, customer value, channel integration and personalisation. Aviation's distinctive condition is the backbone of the course: the passenger lives a single experience, yet that experience is produced jointly by the airline, the airport, ground handling and public agencies. As a term project students map the journey of an airline or airport and prepare an improvement proposal for one touchpoint.