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nced a ticket, it is unpermitted to downgrade the ticket to a lower class until the ticket is booked by other customer even the lower class seat is available.    

The customer experience management is employed as the second process of the CRM. Customer experience management is considered to be a method for delivering value for customers. Enhancing the customer experience allows the company to enjoy the benefits from customer satisfaction and customer loyalty, lower the customer acquisition cost, increase customer acquisition, help customer development, increase revenues and profits and achieve long-term success (Bernd, 2003, pp 42). Qantas adopts the following CEM frame to implement customer experience management. Segmentation & Targeting: Qantas segments its customers according to their different attributions. Qantas identifies its customers and builds a deep understanding of them. Services, products and offerings from Qantas are optimized according to the segmentations, and targeting of Qantas has insight into the customer experience so as to meet the requirements from different customer bases.

Poisoning: Qantas Group has diverse business, but it still positions the corporation and the brand in flight business. The flights from Qantas are positioned with the labels of low price and high quality so that a strong image is formed to be meaningful for the customers. 

Branding: In Qantas, the experimental world of the customers is well understood, and the corporation is focusing on improving the customer experience with the brand. 

Service: The customers care about the attitude of the customer service and booking process when they purchase flight tickets from Qantas. Qantas trained its employees in Qantas Centre of Service Excellence in Sydney for better service, and simplified the booking process on its website. 

Qantas focuses on customer intimacy strategy and customer-centric strategy to be competitive through achieving customer intimacy and operational excellence. In 2010, the customer loyalty program which is called as Qantas Frequent Flyer was established to connect with the customers for achieving customer intimacy. Qantas can learn the attitudes of the customers towards the services, offering or products from the corporation. In order to hear the real voice of the customers, the Qantas program cooperates with the Communispace to build a private online community where the customers can join through the invitations to tell their needs, complains and advices and the leaders can connect the customers for the first time to know what kind of improvement they can make. The communication with the customers is enhanced so as to improve the customer relationship. There are some examples of Qantas applying customer-centric strategy. In 2008, Qantas financially compensated the passengers on the A330-300 plane which made a terrifying plunge. During the plunge, some passengers were scared, tossed around and injured. Qantas focused on the passengers experience and compensated every passenger with the airfare refund, and in addition, travel vouchers at the value of a flight of Australia-London was also provided to all these passengers on the plane. In 2011, Qantas provided the further compensation and refund to the customers who suffered from the grounding event. These exa本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。