Programme Bachelors of Business Administration (BBA)

Course name Computer Information System (MIS105)

Semester Spring 2017

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Report/Assignment Title

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Information System improves Organizational Performance: Emirates Airlines

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Table of Contents
1. Introduction......................................................................................................................... 1
2. Description of the Company..............................................................................................1
3. Information System in the business.................................................................................2
3.1. Information system at work:.........................................................................................2
3.2. Objective of CRM:........................................................................................................3
3.3. Three distinctive characteristics of CRM:.....................................................................4
3.3.1. Customer Centric Decision.......................................................................................4
3.3.2. Easy Integration.......................................................................................................4
3.3.3. Positive impact on customer satisfaction..................................................................4
4. Result of CRM on Organizational Performance:..............................................................4
5. Evaluation of the Impact of Web 2.0 on the Business Practice:.....................................5
5.1. Web 2.0........................................................................................................................ 5
5.2. Factors that are influencing WEB 2.0:..........................................................................6
5.2.1. Organizational factors:.............................................................................................6
5.2.2. Technological factors:..............................................................................................6
5.2.3. Environmental factors:..............................................................................................6
5.3. Impact of WEB-2.0 in the business of Emirates Airlines:..............................................7
6. Conclusion & Recommendation:......................................................................................8
6.1. Conclusion................................................................................................................... 8
6.2. Recommendations.......................................................................................................9
6.2.1. Operational Cost......................................................................................................9
6.2.2. Control the negative feedback:.................................................................................9
Appendix.................................................................................................................................. 10
1) References..................................................................................................................... 10
2) Picture Reference for Web2.0........................................................................................11
3) Bibliography................................................................................................................... 13

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1. Introduction

In this recent phenomena the use of enterprise applications are booming in a large
number. The availability of Smartphone and business concern made this system well
known to everyone. It is now popular because people are feeling reliable in their
business by knowing many things very easily. So the users are more acknowledged
with this application. Airline industry provides air transportation service to their
clients. They need to get the satisfaction of customer and continue it by providing
better service than before. Therefore, they need proper information system to
maintain the satisfaction. An exact information system may help Emirate Airline to
gather customer satisfaction. It always creates different opportunities in business
sector. Therefore, there is always a demand of new technology as new opportunity.
For describing the use of technology and the information system, we targeted Airline
industry. The airline always has the need of using the information system. The
intension of this report is to know the airline industry and the information system they
use like customer relationship management. The targeted company is Emirates
Airlines. In this report, the discussion will be about the management of customer
relationship (CRM) an essential part of information technology. The main objective of
this report is to know and provide some ideas for businesses like airlines with the
use of any essential part of information system.

2. Description of the Company

Emirates Airlines is one of the biggest and successful airline in this industry in Asia
and Middle East. In airline industry, all companies try their level best to satisfy the
customers and try to endure that consummation. They use CRM as their information
system and their appropriate utilization CRM made them successful in this industry.
They very carefully maintain the territory and analyse the psychology of their
customers that made the CRM system successful. Emirates is an Airline that provide

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flying service to its customer from country to country. They use the best technologies
in their services. They use CRM as information technology.
The vision of Emirates is to become the leader and successful in this aviation
industry by providing best service, protecting the element of environment, ensuring
the safety of their customers, gathering the reliability of customer, gaining the
satisfaction of their customer and maintain it by providing continuous better service
to them. To be a big part of the Global Network by their service is their main vision.
The mission of Emirates is provide desirable service worldwide, making highest
quality of service, improvising the comfort ability, reducing the accident numbers,
clearing the bad reputation of service, investing in new technology, confirming the
best use of information system. Emirates provide three types of cabin like Fast,
Business and Economy class. Their catering is one of the best in the world. They
also provide in flight system of entertainment. They also make better communication
available for the clients. They provide many other services to their clients and they
work for maintaining customer relationship as well. There are many competitors of
Emirates in the airline industry. Qatar Airways, Etihad Airway, Turkish airlines,
Lufthansa ,Singapore Airlines these are the main competitor of the Emirates airlines.
In the competition Emirates is fast-forwarded by their quality service.

3. Information System in the business

3.1. Information system at work:

Emirates handle all aspects of Quality, Maintenance, Planning, Engineering, and

Logistics. With hard works blended with a dedication to the quality standard and
excellent levels of safety has assisted Emirates Engineering to build its world-leading
position in airline maintenance. Every step of information systems is equally important
and it is interlinked to each other.

Information systems in operational level:

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Operational Information System is information system which provides information base

for the regular operation of the airline. In this system the information about lights,
passengers, crew, situational, and environment gather. Some of these flows are carried
by additional information such as passenger booking via the internet and form the travel
agencies.

Emirates Transaction Processing System is one of the current systems that support of
transaction and analytical processing on newly received operational information.Order
Processing System is another system of Emirates, which is used in operational level
and keeps track of daily orders and transaction. They are also using windows based
CRM application.

3.2. Objective of CRM:

In Emirates, strategic level senior managers need to develop their skill of making the
best decision possible. This type of decision usually concerns about general
direction, long term goals. These decisions are the least structured but they could
have significant impact on the future of the organization. One type of decisions that
is made in the strategic level is planning for gaining long term benefit, which is the
Emirates' objective. This type of decision could require managers to add new
destination in their flight schedules. Buying a new aircraft is a strategic decision
because manager should consider this decision is it going to benefit them in future
or not. They provide some customer relationship management tactics, some unique
facilities are

i) Provide Wi-Fi service during flight time.

ii) They provide their up to date information and offer via E-mail.

iii) Their website also gives online communication option for customers.

iv) For their loyal and regular customers they provide special ‘Loyalty Card’.

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v) Passenger can buy accessories from in flight boot.

3.3. Three distinctive characteristics of CRM:

3.3.1. Customer Centric Decision

Here is the overall strategic management process of Emirates and consider what is
happening in the environment in order to judge how those happening may affect the
organization. It considered organizations. The company can easily take their valuable
decision for customer satisfaction.

3.3.2. Easy Integration

Emirates CRM of choice should not require to put in a lot of work upfront. Emirates
CRM is a CRM which let quickly and easily import data from existing databases. Instead
of wasting time copying information various sources by hand, should be able to get
straight to business and put CRM to good use right off the bat.

3.3.3. Positive impact on customer satisfaction

At the heart of every CRM, as the name obviously suggests, is maintaining positive
customer relationships. So Emirates follows a good CRM which is more than just a
complicated address book - it should let employees see a comprehensive customer
profile. Emirates CRM should also enable to easily answer customer questions and
offer them relevant services. This way a CRM not only makes appear more
professional, but also positively affects in Emirates revenue.

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4. Result of CRM on OrganizationalPerformance:

Gaining quick profitability

This System could help the organization to catch this aim. Profit planning system
sets a profit target for the coming period. It is like a summarized version of estimated
income statement. It starts with a forecast of expected sales and desired percentage
for gross profit keeping in view the market conditions. Another information system
used in Emirates is which helps manager access to external information decides
where to locate new facilities. This type of system will help in gathering, analyzing
and summarizing the key internal and external information used in the business.

Speed up decision making process

It occurs when a system can be accessed by several people, regardless of their
position (geographical, functional, hierarchical, etc.) in the organization. - The
intelligence problems: for example, supply management, monitoring of sales linked
to a model trigger controls managed by computer, allows the manager to identify
faster and better products "problem”. - The speed and quality of decisions: occur
through the use of models, the use of expert systems, and the possibility of
simulation before the election, etc. - The storage Organizational resulted in the
storage of information.

5. Evaluation of the Impact of Web 2.0 on the Business

Practice:

5.1. Web 2.0

According to Tim O’ Reilly -

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Web 2.0 is the business revolution in the computer industry caused by the move to the
internet as a platform, and an attempt to understand the rules for success on that new
platform.[CITATION Web \l 1033 ]

Ross Mayfield stated that,

Web 2.0 is contrasted with web www prototype defined as Web 1.0, which, unlike Web 2.0
was not such user – centered and rather offered a complete product than invited to
collaborative creation.[ CITATION Ros \l 1033 ]
Web 2.0 is the way to describe a 2nd generation of the World Wide Web (WWW) that is
focused on the capability to collaborate and share information through online. Web 2.0 is the
current state of online technology as it compares to the early days of the Web, characterized
by greater user interactivity and collaboration, more pervasive network connectivity and
enhanced communication channels. Facebook, Twitter, YouTube, Wikis, Blogs, Tag cloud
etc are the examples of Web 2.0

5.2. Factors that are influencing WEB 2.0:

5.2.1. Organizational factors: In case of Web 2.0 adoption, IT budget and

barriers perceived by CIOs, CEOs, and owners for the adoption are the
most significant factors influencing the adoption of Web2.0. Top
management support is positively related to the degree of adoption of Web

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2.0 in businesses. In addition, IT staff size is also a factor in adoption of

Web 2.0 in business. IT budget is another crucial factor for the adoption of
Web 2.0.

5.2.2. Technological factors: Perceived benefits of IT, a technological

factor, influences the adoption of IT innovations by organizations (Shin, et

al., 2009). Perceived benefits of adopting IT are positively related to their
degrees of adopting Web 2.0. On the other hand Perceived barriers to
adopting IT are negatively related to the degree of adoption of web 2.0
.Mainly nearly 92 percent of businesses had Web sites that accept user–
generated content, provide social networking features and social media
applications, or support content management systems. The technical
support does not seems to be helpful enough for implementing Web 2.0
since businesses face the highest number of barriers to designing,
developing, and maintaining Web 2.0 sites.

5.2.3. Environmental factors: In the organizational context, a wide range

of institutional, social, and political factors influence their intention to adopt

Web 2.0. With the widespread use of social media, organizations’
interactions with external actors like customers, suppliers, government
regulators, competitors and media, and internal actors, mainly employees at
varying levels of authorities, may equally influence IT adoption decisions by
organizations. External support for IT adoption is positively attached with the
adoption of Web 2.0.

5.3. Impact of WEB-2.0 in the business of Emirates Airlines:

Advanced sharing and maintaining technology is the impact of web 2.0 .It has
changed many aspects of various functions of Emirates. Since social networking is
emerging and has hit its tipping point, conventional networking sites are
cannibalizing and competing with each other for members. Today, Web 2.0 is

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extremely changing customers' expectations and behavior. Social networks such as

Facebook, MySpace, and YouTube etc. will change industries than the Internet
since they allow customers to communicate with each other, without the involvement
of companies. Social Networking, incorporating Web 2.0 technologies, has been
credited with the ability to expand social contacts, accelerate business processes,
cost-effective recruitment of high-caliber staff and the improvement of morale,
motivation and job satisfaction among staff.
 Availability: With the advantage of Web2.0, it’s now very easy to get
availability of information, ticket from anywhere any time.

 Variation of media: The variety of media is now much more expanded;

there’s Facebook, Twitter, YouTube and many other places where Emirates
can easily connect to their target segment. Though there’s a huge possibility
of positive impact of besides probability of negative impact too because Web
2.0 allows people to communicate and share each other’s views .So an
unsatisfied customer can easily provide negative feedback which may effect
on the Brand image.
 Provides real-time discussion: Emirates provides real time discussion
service like 24/7 online live chat service where a plenty of experts answers
of all the queries regarding Emirates flights, tickets or other valid queries.
 Ease of usage: Because it’s very easy to use more efficient tools to find
information so the mass people can easily get information regarding
Emirates details of flight, ticket etc from their home.
 Updated information: Updates in Emirates’ wiki are immediate and it offers
more sources for researchers.
 Collaborative: Emirates websites, blogs is much more informative and user
friendly.

6. Conclusion & Recommendation:

6.1. Conclusion:

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In the huge market of Airline Industry Emirates Airline creates a good defense against its
competitors through its strategy and market position. To be positioned as a pioneer in the
airline field it has created a strong brand name and customer relationship in the market by
implementing the latest technologies in its services. Emirates Airline has created their own
Windows 8 based CRM application; it has also created its own business application known
as Knowledge-driven In-flight Service (KIS). It’s the first company in the Middle East used
KIS. There is another application which is used by Emirates airline is known as Customer
Relationship Manager Information System (CRIS), which is a window-based web-site
running as a client/server application. It has achieved high profits yearly by enhancing its
market position through differentiating in its strategies and making the service more
customers centric. As Emirates use web 2.0 tools it becomes easy to be linked with
customer and supplier as well. With the help of web 2.0 Emirates Airlines got a platform for
effective marketing, sharing information about their innovative service, loyalty program and
membership for its customer and better access to knowledge. However, similar to other
tools and systems customer relationship management (CRM) and web 2.0 has some
limitations. As Emirates Airlines is using customized CRM based applications it requires the
continuous maintenance, updated information and system which has increased the
operating cost. Sometimes it also becomes difficult to integrate with the other management
information system. Security issues can be occurred because of the openness as everyone
has access to the information pool. So the risk of spamming is high. As web 2.0 allows
people to communicate and share their ideas, thoughts to each other, there is a high
possibility that negative feedback from unsatisfied customer can hamper the brand image.

6.2. Recommendations:
The following recommendations are for Emirates airlines:

6.2.1. Operational Cost:

Due to huge investments on technologies, aircrafts and best quality services the
operational cost of Emirates is pretty high. Emirates can decrease the cost by
improving and developing the operations activities. Emirates can reduce the cost
through advancement in its technologies by investing in technologies and in this

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way labor cost can be minimized. For instance it is strongly recommended to new
installation of self check service system on all airports.

6.2.2. Control the negative feedback:

Through varieties of media such as Facebook, Twitter, YouTube Emirates can

make positive impact obviously but it can’t avoid the possibility of having negative
impact on the company because of the negative review. Emirates can control the
review section. They can also give instant feedback to those unsatisfied customer
and try to reduce the dissatisfaction so that those negative review can’t effect on
the brand image.

Appendix

1) References

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i) Topics: Emirates Bangladesh. (2017). Our Company | About Emirates |

Emirates Bangladesh.Source: https://www.emirates.com/bd/english/about/
[Accessed 22 Mar. 2017].
ii) Topics: Skyjourneys.blogspot.com. (2017). Vision, Mission and Values of
Emirates. [online] Source: http://skyjourneys.blogspot.com/2015/11/vision-
mission-and-values-ofemirates.html [Accessed 22 Mar. 2017].
iii) Topic: Stangarone, J. (2017). 5 big enterprise application development trends
of 2016 - mrc's Cup of Joe Blog. [online] mrc's Cup of Joe Blog.
Source:http://www.mrc-productivity.com/blog/2016/01/5-big-enterprise-
application-development-trends-of-2016/ [Accessed 22 Mar. 2017].

iv) Topic:Web 2.0 adoption

Source: http://www.emeraldinsight.com/doi/abs/10.1108/PROG-02-2012-0005

v) Topic: What is Web 2.0?

(a) Source:https://www.znetlive.com/blog/web-2-0/

vi) Topic Web2.0 (PDF Download) Source:https://www.google.com.bd/url?

sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&uact=8&ved=0ahUKEwjv6J3drt
_SAhUGu48KHRkTD7wQFgg7MAQ&url=http%3A%2F%2Fwww.adam-europe.eu
%2Fprj%2F7398%2Fprd%2F9%2F2%2F2.%2520Web
%25202.0%2520definition.pdf&usg=AFQjCNFyNwiwZN496lIYt_DGzRZmJMqfJQ&b
vm=bv.149760088,d.c2I

vii) Topic:How companies are benefiting from Web 2.0

Source: http://www.mckinsey.com/business-functions/digital-mckinsey/our-
insights/how-companies-are-benefiting-from-web-20-mckinsey-global-survey-results

viii) Topic:Web 2.0 adoption

Source:http://firstmonday.org/ojs/index.php/fm/article/view/5419/4112

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2) Picture Referencefor Web2.0

i)

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ii)

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iii)

iv)

3) Bibliography

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Mayfild, R., n.d. [Online]

Available at: https://www.google.com.bd/url?

sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&uact=8&ved=0ahUKEwjv6J3drt_SAhUGu48KHRkTD
7wQFgg7MAQ&url=http%3A%2F%2Fwww.adam-europe.eu%2Fprj%2F7398%2Fprd
%2F9%2F2%2F2.%2520Web%25202.0%2520definition.pdf&usg=AFQjCNFyNwiwZN496lIYt

Reilly, T. O., n.d. Web 2.0. [Online]

Available at: https://www.google.com.bd/url?

sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ved=0ahUKEwjv6J3drt_SAhUGu48KHRkTD
7wQFggtMAI&url=https%3A%2F%2Fwww.znetlive.com%2Fblog%2Fweb-2-
0%2F&usg=AFQjCNG9Ugl05Cro7DVaFcpcLfNM_2q5rw&bvm=bv.149760088,d.c2I

Information System improves Organizational Performance: Emirates Airlines