VLM Airlines Sales Soar 20 Percent in Eight Months using Salesforce CRM Sales and Salesforce CRM Service

Challenge

• Fast-growing European airline based in Belgium operating from multiple points of presence, with overlapping, disconnected databases, and customer management systems
• No unified, company-wide systems for customer sales, marketing and service
• 85 percent of airline passengers are business – which required the airline to adopt a more professional, cohesive approach to customer communications
• Rapid growth (e.g., founded 1993; four millionth passenger recently carried) meant airline had outgrown local customer databases
• Wanted a cost-effective and quick-to-deploy CRM system with rapid time to benefit

Solution

• Deployed Salesforce CRM Sales in just three weeks to all sales staff to create single, unified view of leads, opportunities, corporate accounts, and contacts
• Deployed Salesforce CRM's customer service application to underpin responsive, rewarding service
• Introduced Web-to-lead functionality, allowing customer comments and feedback to be incorporated directly and automatically into Salesforce CRM
• Customized system to create tailored customer care environment and customized marketing gifts application—w ithout involvement of technical staff
• Implemented Vertical Response AppExchange application to coordinate mailing and response to airline’s customer newsletter

Results

• Supported continued growth of one of Europe’s fastest-evolving regional airlines with an outstanding track record and reporting nine consecutive years of profit
• Airline grew 20 percent through increased sales and marketing productivity in eight months since deploying Salesforce CRM, with no commensurate increase in staff
• Helped reflect a highly professional, organized and efficient airline in customers’ minds and contributed to VLM Airlines winning the "Regional Airline of the Year"
• Introduced accurate, real-time view of customers, accelerating and enhancing decision making, such that decisions are now based on Key Performance Indicators, reviews, and analysis rather than on "gut feel"
• Transformed the quality of the customer experience via functions such as Web-to-case, automated escalations, and unified communications
• Frequent flyer and online booking system to be integrated shortly with Salesforce CRM