Interesting Guest Lectures in Customer Relationship Management and Direct Marketing
As part of this year’s Customer Relationship Management and Direct Marketing (CRM & DiMa) course, lectured by Dr. Claudio Felten, two guest lectures were invited to the Chair of Marketing Management to provide practical course-related insights from their experience.
In a first guest lecture related to CRM, students were introduced to Dr. Rob Britton, the former managing director of American Airlines who shared the successful story of America’s first loyalty program for airline companies - AAdvantage. Having travelled all the way from the United States to Münster it was a great pleasure for all students to get the chance for an in-person presentation by Dr. Britton. After a short overview of the airline business and its challenges, Rob Britton outlined the history of AAdvantage from its start in 1981 up to its current performance. He concluded that the loyalty program clearly is a good and consistent business for American Airlines. In addition, he finished his presentation stating how loyalty programs have been the most powerful marketing strategy in the entire commodity industry. In fact, the data available to airline companies due to loyalty programs helps build stronger customer relationships that increase acquisition and retention. Also, loyalty programs help companies of every industry to differentiate themselves from the competition making CRM tools indispensable.
At the end of both presentations, students were given the opportunity to ask questions and get in contact with the guest speakers.
The Chair of Marketing Management would like to thank Dr. Rob Britten as well as Alexander Lohse and Mert Can Sahin for their visits and hopes to welcome them again in next year’s lecture.