CRM in Airlines : A Look at Ethiopian FFP

A close look at many airlines show that although they have created huge amounts of customer data extracted from their interactions with their customers, they are far behind applying it in designing comprehensive CRM programs and strategies Fickel (as cited in Tefera, 2002).Similarly, the FFP of Ethiopian Airlines (Ethiopian) known as Sheba Miles enable the organization to possess pertinent data about its customer’s individual flight activity and personal details stored in a database. However like other airlines the research gaps addressed in this study are whether the airline has developed a comprehensive CRM strategy to be competitive in the dynamic travel industry? And how can CRM strategy will be developed for Ethiopian in particular and airline industry in general?