| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | SHK205.4B | Customer Service in the Cabin | Elective | 2 | 3 | 2 |
|
| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| To have knowledge and experience in customer satisfaction, complaint management and customer acquisition by examining the basic issues related to customer expectations and behavior. To be able to examine the concepts and ideas related to the problems in the aviation industry, to interpret data, to develop solutions based on research. |
| Name of Lecturer(s) |
| Öğr. Gör. Ayşen YEŞİL |
| Learning Outcomes |
| 1 | Can define customer complaints management | | 2 | Can grasp the customer value management process | | 3 | Know customer loyalty programs | | 4 | Can describe applications and behaviors in flight service disruptions in the aviation industry | | 5 | Can express the necessary responsibilities at all stages of the complex and simple operating environment |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| Introduction to Cabin Crew |
| Recommended Optional Programme Components |
| NONE |
| Course Contents |
| CRM and its importance, behaviors in flight and service failures, online and traditional customer behavior, cost of customer complaints, problem solving and complaint management |
| Weekly Detailed Course Contents |
|
| 1 | Course Introduction Reasons for needing CRM
History of CRM
What is CRM | | | | 2 | Customer centric approach
Customer-oriented goal setting
Customer experience management | | | | 3 | Strategy & CRM
Customer strategy
Service channels strategy
CRM strategy | | | | 4 | Customer relationship value
Customer value
Profitable customer groups
Customer lifetime value | | | | 5 | Segmentation
Behavioral segmentation | | | | 6 | Customer loyalty
RFM analysis
Measuring customer satisfaction
Cross selling techniques | | | | 7 | Midterm | | | | 8 | Campaign and channel management
Campaign outputs
Opportunity management based on the campaign | | | | 9 | CRM Systems
Data Warehouses
Choosing the right CRM system & return on investment (ROI)
Data analysis | | | | 10 | CRM Workflow edits
Workforce Automation Systems
Cloud systems | | | | 11 | Customer appeal and complaint handling
Customer Retention | | | | 12 | Applications in flight and service disruptions
Behavior styles | | | | 13 | Airline external controllers | | | | 14 | Ghost customer and audit method | | | | 15 | Final Exam | | |
|
| Recommended or Required Reading |
| Prof. Dr. Yavuz Odabaşı , Customer Relationship Management (CRM) in Sales and Marketing |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 50 | | Individual Study for Mid term Examination | 1 | 50 | | SUM | 100 | |
| Final Examination | 1 | 50 | | Individual Study for Final Examination | 1 | 50 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | | Work Placement(s) | | NONE |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 20 | 1 | 20 |
| Discussion | 20 | 1 | 20 |
| Individual Study for Mid term Examination | 1 | 1 | 1 |
| Performance | 17 | 1 | 17 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 1 | 1 | 1 | 1 | 2 | 1 | 3 | 3 | 1 | | LO2 | 2 | 1 | 1 | 1 | 1 | 2 | 1 | 1 | 3 | 1 | | LO3 | 1 | 2 | 1 | 1 | 1 | 1 | 1 | 2 | 3 | 1 | | LO4 | 1 | 2 | 1 | 1 | 2 | 2 | 3 | 2 | 3 | 1 | | LO5 | 2 | 2 | 1 | 1 | 2 | 2 | 3 | 1 | 3 | 1 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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