Smart-End State Goals
(S) Classic Airlines will continue to see increased profit and customer loyalty by using customer service surveys to see where improvement is needed, and implementing cost saving solutions.
(M) The new rewards program will increase in membership by 15 percent over the next one to three years.
Obtain 150 new clients in or from the airline industry over the next one to three years through networking and marketing activities.
Objectives and Obstacles
In order for marketers to be successful they have to consider all the objectives and obstacles in order to make the best decision for Classic Airlines. The objectives of Classic Airlines are to improve customer loyalty and reduce cost. To be successful Classic Airlines needs to know and understand the money and business aspects of the business in addition to understanding the customer’s needs, wants, and demands. The top level executives should take calls and listen to the customer’s sometimes to know what customers are looking for. Customer loyalty is not going to improve overnight so in order for it to improve steps need to be taken to reach the goal. Each customer complaint should represent an obstacle that needs to be worked on. Customer complaints, as a yardstick for customer requirements, is a measure that has been suggested in the logistics literature.[ 7] It provides a valid measure to compare customer satisfaction between carriers given the assumption that dissatisfied customers file complaints at about the same rate for all carriers in the study(Dresner & Xu,1995). It is important for Classic Airlines to reach those objectives Classic Airlines must also know that improving performance on one customer service variable in particular, mishandled baggage claims, and was found to increase airline carrier performance (Dresner & Xu, 1995). The obstacles that Classic Airlines faces are having a CEO that does not believe in alliances, their...