Disintermediation

Delta developed an online program used to reach all its customers over the world. Customers access the program freely. It is made up of online customer-care services providers who directly communicate with customer relating services, complains and customer rewards. This programed allowed the passengers buy tickets online hence increasing travelling convenience. The management argue that the company can communicate with over 250000 customers per day. The company also used written materials like journals and magazines to communicate with its customers (Ray, 1999). Delta’s annual journal contained the financial performance of the company and financial strategies aimed at satisfying customer demands. The journals also advertised different services of the company.

Customer is the backbone of nay operating business. Before Delta advanced digitally, it transacted physically through paper communication. Delta used its competent employee to reach its customers hence meeting their preferences. Recently, Delta developed a customer reward program (Ray, 2009). This was aimed at rewarding loyal customers hence maintaining them. The program increased the number of customers by 6% in 2 years. Economists argue that customer reward programs are the best and effective way to indirectly communicate with customer. Customers can easily raise complain when rewarded than other communication methods where unsatisfied customers will migrate to other airlines in the region.

The mission of Delta airlines is to dedicate the highest quality services to customers delivered with friendliness, individual pride, a sense of warmth and company spirit. To meet this mission, Delta used the media services to globally communicate with its customers. Delta used diversified media to advertise and communicate with customers. Offers, change in travelling schedules and other customer related services were broadcasted globally. (Ray, 1999) The company also developed Delta Quest media, marketing and media related services of delta airline. It is made up of a miscellaneous range of online services available for customers. All the communication channels used by Delta to reach its customer are considered effective and cost friendly.

(Ray, S. J. (1999). Strategic communication in crisis management lessons from the airline industry Westport).