Social CRM in the Airline Industry: Engaging the Digital Natives

Download or read book Social CRM in the Airline Industry: Engaging the Digital Natives written by Laura Neises and published by LIT Verlag Münster. This book was released on 2013 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has found its way into most businesses as a tool to push sales. However, its potential to create long-term customer loyalty has not been fully exploited. In industries characterized by fierce competition, customer loyalty is key for sustainable success. How can companies attract future consumers? Born in the digital age, digital natives are powerful experts of social media and will dominate businesses. By focusing and building on insights from the aviation industry, this book develops an approach to use social media in a way that engages the digital natives in long-term customer relationship management (CRM). (Series: Internet Economics / Internetokonomie - Vol. 7)