Customer Feedback

Development of e-business led to perfect and timely communication between the company and its customers. This resulted to a stable and reliable customer relationship in the airline. The new electronic model was able to specify the type of relationship the company needs to establish with each customer. The website of the company provided an efficient communication channel for the passengers to forward complains and views concerning the services provided. The company transformed their model to radically different one, where customers personally have a direct communication with the customer service providers online. Delta used the analytic tools to provide qualitative data on site passenger behavior. Although it does not give a direct feedback, it is a popular way of getting direct information from customers. Customers could provide feedback, as verbal and nonverbal reactions to the communicated message. The management pay close attention to this feedback, as it is the only thing that can give confidence that the passengers has understood the message. (Rogers, 2004).The management at Delta established annual general meeting with its customers to ensure a complete communication. The online customer services could evaluate questions, suggestions and complains from the customers, which were then addressed during the meetings. Although not many passengers appeared for such meetings, the issues could be addressed hence improving company’s performance. Delta also developed online communication networks between the employees and customers. The strategy was used to improve the quality of services provided. To achieve this, Delta established wireless enabled network within the airports and inside the planes. Passengers enjoyed free internet services which enhanced customer-customer communication. The passengers could exchange ideas concerning the services provided and develop a common feedback to the customer service. (Rogers, 2004)Apart from online interaction, the company communicated with its customers through the media. Although media was one way channel, it was the most effective, cost effective and timely technique to globally communicate to customers. The company also used campaign trails to reach all its customers, especially in the outcasts. This included event organized to celebrate achieved missions and goals and also promotional events aimed at rewarding loyal customers. (Peppers, D., & Rogers, M. (2004). Managing customer relationships a strategic framework. Hoboken).