Social CRM in the airline industry

The process of including the so called "digital" users who regularly express their attitudes and needs via social networks poses a huge challenge to modern airline companies. Given that the implementation of technological innovations enables identifying, developing and retaining high-end travelers, this paper deals with the analysis of benefits of business concepts proposed by airline companies based on high-technologies, primarily Social CRM (Social Customer Relationship Management -SCRM). The use of social media has altered the users' expectations, and enabled airline companies to more rapidly adapt to changeable expectations of travelers. The results indicate that the attitudes and comments of users, based on the use of SCRM on the Internet and social networks, have become instantly available to vast number of new users, thus forming the chain reaction that can have immediate positive or adverse effects on future business performances and positioning of airline companies in the market.