Hong Kong Express Airlines

Hong Kong Express Airlines

Company’s Background

Hong Kong Express Airlines is an airline company founded in March 2005. It started its operations on 3 September 2005. It is a recognized airline company with the name Hong Kong Express Airline Limited. It is fondly known around the world like Hong Kong Express. It is an affordable airline company wholly owned by the Cathay Pacific Airways. Hong Kong Express provides daily routine airlines around twenty-seven known places around the world (Sze et al. 2018). The places mostly serviced are areas or cities around Asia. The destinations include mainland China, Japan, Korea, Cambodia, Vietnam, Taiwan and Thailand. The HK Express also provides airline transport services around the U.S territories (Schwieterman, 2014). The airline’s central Hub uses a fleet that consists of the Airbus A320 family. In 2016 Hong Kong Express became a founding member of the U-FLY Alliance.

The HK Express is one of the leading airline companies in  Hong Kong and China at large. Being one of the leading airline companies, its essential to understand how it compares to other traditional airlines in Hong Kong. The Hong Kong Express company’s flight fee is almost half of the subsequent cheapest airline company((Kingsley, 2016). This reduces the average cost of transport hence ensuring the company never lacks clients. Everything in the Hong Kong Express airlines requires different add-on payment for various services as opposed to the traditional airline companies. Hong Kong Express is an affordable airline to a client planning to undertake movement around Asia.

Classification of the Hong Kong Express as a Budget Airline

This is a question that bothers many customers. As the airline cost is almost half the next cheapest airline Hong Kong express is therefore considered a budget airline. Due to being a budget airline, it provides more transport services around the world than any other Chinese airline company. It is one of the busiest airline companies around the world, mostly the flights to and from China and even Japan (Kingsley, 2016). The airline company even acquired a worldly recognition status for being among the top ten low-cost carriers considered the safest.

Customer Relationship Management

With the numerous strict regulations in place, Hong Kong Express is brought under scrutiny. Hence it ensures the safety of customers and proper customer relationship management for the sake of customer retention despite being a budget airline. Therefore Hong Kong Express Airlines uses it to manage the interaction between customers and potential customers with the airline crew and the management. One of the services offered by the Hong Kong Express is Electronic Ticketing. It carries the same information as a paper ticket. It is stored in the airline company’s information system (Chung,  Tse & Choi, 2015). It, therefore, does away with the need for carrying the traditional standard paper ticket. This eliminates the use of the printed tickets offered by other airlines hence ensures the retainability of tickets. The client’s information stored on the printed tickets is stored electronically.

Recommendations to Improve Customer Relationship Management

There are specific ways for Hong Kong Express Airlines to improve its Customer Relationship Management, which is basically an approach to manage the company’s interaction with current and potential customers. Customer relationship management can be improved by activities such as improving the systems of customer relationship management that compile data from a range of different communication channels such as the social media, the website of the company, email, live chat,  and different marketing materials (Chung,  Tse & Choi, 2015). This will greatly help the company to gather as much information as possible about their audiences ad this at the end of the day will help the company to be able to fully cater to the needs of their customers. When the company is able to diversify the source of its information, it is guaranteed at least reliable information from the customers. Some of the causual or non-official sources like Facebook and Instagram are best to get information from because their people speak out their hearts without any fear. All this will help the company to be in a position to know what the customers really want or what displeases the customers and work on that.

Another way to improve customer relationship management is to train all the employees about customer relationship management. When all employees of the company have a deep knowledge of the subject of customer relationship management, it becomes very much easier for the whole company to speak the same language of customer relationship management. This is because such knowledge will help the employees to interact with the customers, both the existing and the potential customers in a way that will make them come back again for the services. The reason for equipping every employee with the knowledge about customer relationship management is that every employee or worker in the company will at one point directly or indirectly interact with the customers and whether they have the knowledge of customer relationship management or not can greatly affect the impression that a customer will at the end of the day come out with. Training all the employees on customer relationship management will help to create a positive culture in the company (Baxter & Srisaeng, 2018). Everyone in the company will have in mind that there I always a great need to interact well with customers and once this culture is created even the new people who will come to work in the company will just flow with what is happening in the company and at the end of the day it will make the management of the whole company become very easy.

Another feasible recommendation to improve customer relationship management is to keep data up to date. Keeping data up to date will significantly help the company to be able to make major decisions quickly and with more ease, which at the end of the day it will always help the company to surge forward anytime there is a difficult. Keeping data up to date will also help the company to be able to predict the customer behavior at any given point or anytime there is an occurrence of any crises and thus it will help the workers or the employees of the company to know how to relate with the customers at such a particular moment. An updated data, for instance, of fluctuating or reducing attendance, can help the company to reconsider improving the customer relationship management. An updated inventory data will also help the management to know what facilities that are necessary for customer relationship management that is lacking in the system and this will keep the management on toes to find these facilities so that it can be easy for them to maintain the good relationship with the customers (Baxter & Srisaeng, 2018). An updated data will also greatly help the management to trace the customer behavior cycle throughout the year and this will be useful in making important decisions concerning how to relate with the customers. This will give the customer relationship management department an opportunity to follow up or interact with their customers both during their travels and even after they have offered up their services to them.

                                                                     References

Baxter, G., & Srisaeng, P. (2018). Cooperating to compete in the global air cargo industry: The case of the DHL Express and Lufthansa cargo ag joint venture airline ‘AeroLogic.’ Infrastructures, 3(1), 7.

Chung, S. H., Tse, Y. K. & Choi, T. M. (2015). Managing disruption risk in express logistics via proactive planning. Industrial Management & Data Systems.

Kingsley-Jones, M. (2016). Express delivery… Asia’s cargo kings… Very special freighters. Flight International, 158(4746), 43-6.

Schwieterman, J. P. (2014). Express air cargo in the Pacific Rim: evaluation of prospective hub sites. Transportation Research Record, (1461).

Sze, C. M., In, L. W., Ngai, L., & Yan, O. W. (2018). The budget airline industry in hong kong. International Journal of Trade, Economics, and Finance, 6(2), 129.