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Implication Of Customer-Centric Strategy In Emirates

Emirates Air travel is one of the leading Airlines in the world that serves destination in 60 countries and is planning to serve more international areas. The airline targets diverse customer communities belonging to different culture, countries, region and competition which includes families, business people and individuals. With the passage of time and change on the market trends companies are actually moving towards customer-centric methodology instead of the traditional product-oriented approach. They have got known that customers are extremely very important to businesses and without them there will be no business.

Today Emirates Flight offers a number of special services to its customers matching to their needs and requirements. It really is a known fact that businesses only success when their customer are respected and respected. Because of this they focus on the current and future customers. Companies often concentrate on some concerns and variables when applying the customer centrality approach. This calls for informing the employees, training them well, learning and understanding the customer lifecycle, solving customer's problems and finally building long-term marriage with them. Besides this there are some ideas related to customer centrality which companies are using to be remembered as more involved with customer and effectively apply the approach to their company. At Emirates they are extremely customer-centric concentrating increasingly more on the employees and their welfare, their purpose is to help make the employees feel safe and make sure they are enjoy their trip. They have introduced technologically modified entertainment systems for entertainment and amusement of the people. They also have well trained and skilled staff who are always prepared to help the traveler, exquisite foods and extensive incentive systems.

Emirates Air travel is successfully making use of the customer-centric method of its business functions and making its customers happy and loyal.


The research newspaper is based on the Customer-Centric methodology that companies are employing this paper represents thorough and profound analysis of this way at Emirates airlines. This approach revolves around the clients and their welfare and requires steadiness and integration with customer at the important areas. Emirates airlines is one particular companies that take special care of its customers, by retaining its high quality requirements it has made a big name on the market and has developed and distinguished itself as an effective business of the 21st century.

Background of Emirates

Emirates Airlines is the most significant airlines of middle-east that is famous all over the world. It is one of the luxurious and most profitable airlines on the planet. It is the recognized international airlines of UAE that was founded in 1985 by the federal government of Dubai. The air travel was started with only two airplanes and since that time it is becoming a big name and influential name in the travel and travel business. The air travel is also known well because of its quality and criteria that are set and taken care of well (The Emirates Network (Five), 2007).

Even though the airlines is possessed by the Government of UAE it must face challenging competition from worldwide due to the open skies insurance plan of Dubai but it has helped the airline in expanding and maintaining its own special position and position in the world. Due to this coverage of Dubai the flight is trying hard to keep up its position and develop rapidly. The businesses of the air travel consists of an international cargo division, a global ground-handler, a full-fledged destination management and leisure department and air travel IT developer (Emirates, 2010).

Currently the business has a fleet of 34 airplanes that functions 100 vacation spots in 60 countries. The enlargement and development of the airline hasn't yet stopped they have bigger plans for future years to provide the better to its customers and provide them more. The flight seeks to possess a much better future by portion more international areas and customers. Today Emirates Airline is an extremely successful and highly accepted airline worldwide for its especially unique services and extraordinary treatment of the people.

The Target market of Emirates Airlines

Emirates airline strongly focuses on its target market and make an effort to fulfill their needs to make sure they are happy atlanta divorce attorneys possible way, because at Emirates they understand that customers means a lot to the business enterprise, their unhappiness and dissatisfaction can cause the business a high price and even inability sometimes.

On the basis of market segmentation the target market of Emirates airlines comes into the following categories (Small Business Notes, 2009):

Geographic segment: Emirates has operations in almost 60 countries of the world. So the marketplace in this category includes customers from worldwide i. e. from Asia, European countries, Africa, Australia, North America and South America. The airline addresses all the top destinations that individuals visit in order to provide its best services and hospitality.

Demographic portion: Emirates will serve a diverse customer group which include men and women as well as kids, men and women both and customers owned by different culture, races, earnings and profession as they have different facilities for different customers predicated on their position and needs.

Psychographic segment: People seeking luxury, convenience, safeness, a friendly environment and comfort will come in this category. As emirates airline is dedicated to its customer to the fullest, its purpose is to provide them the best services and a memorable airfare.

Behavioral section: the regular customers of emirates are devoted whenever they are traveling; they select for emirates because they are well alert to the assistance that the air travel provides (Liu, 2010).

Specific variables of focus for consideration in regards to to customer centrality

Customer centrality has turned into a requirement of companies to survive in the current competitive environment as it helps them to stay safe from the commodity hell. To focus on customer-centrality the firms have to:

First offer an open mind and also understand and solve the problems that the clients are facing and could face in future in order to meet the customer anticipations.

Then they have to analyze and study the client life cycle which includes their marital position, children, possession and other such customer related considerations. With the help of this knowledge the companies try to understand the customer behavior using their past purchases and buying behavior.

Make worker understand the needs and needs of the customers plus they should work together to serve the customers in a much better way in cross-functional clubs to attain the desired results.

Develop romantic relationship with customers which may have a long-term approach by giving them information, discount rates and other incentives. In this manner they can get customer attention and even more market talk about.

Collect the important and valuable information about the customers from the sales people and the front line managers who have a regular connections with them. These people and professionals should be empowered and very skilled in-order to mention and offer solutions to the customers related to any issue, issue or product. Companies should also have websites and help-lines where they can help the customers who are experiencing problems or who wants information. This will help companies to develop good and long-lasting relationships with the customers.

Utilize customized business streams (TBS) efficiently and effectively in order to provide customized offerings to the customers, which will ultimately result in low priced and increased customer satisfaction and enjoyment. (Booz Allen Hamilton, Inc, 2004)


Customer Centrality

With the passage of time the market has become customer-driven. Customers are given first inclination in everything as scheduled to upsurge in competition they have more choices available. To get the best results and even more profits the companies must control their businesses as collection of customers giving them importance and understanding what they really want.

Customer centrality is actually the degree to which the customer is involved in defining and creating value. This process creates better results for both company and the customers as the company gets income and market talk about as the customers get their desired product or services (Galbraith, 2005). So we can say that it's a mutually beneficial approach. In simple words additionally it is defined as the ability to absorb and respond to the changing customer needs and requirements (Mitreanu, 2005).

Key marketing concepts/theories and school of thought of customer centrality

The concepts in customer centrality give attention to the right customers for the business and growing long-term relationships with these key customers. Because they build marriage with these customer can make the business more profitable in the long-run.

Understanding the existing and future needs and needs: companies must give attention to and try to understand customer needs and needs even prior to the customer them self know them, as this will lead to superior client satisfaction. Customers must be involved in every step of new product development in order to make value for the customers and deliver them the best products and results.

Value addition: to fulfill the needs and wishes of the customers it is very important to include value to the end product that is being delivered to the customer. Organizations must take into notice and make sure that at level of its procedure value is added by the employees to provide top quality products to the customer. For this additionally it is very important that everyone in the organization knows the customers and understands their needs and requirements. Companies must take measure to assure that the clients are receiving the best products in an efficient and useful way at the cheapest prices.

Preparing for change: the company must always be equipped for adopting long-term change that will have an effect on the company. For this it is vital for the business to understand the complete procedure for customer- centricity and its requirements. And later the business must put into practice customer centricity to all or any the processes and departments of the business which includes: the organizational framework, strategic vision, information and technology, people and process. As customer centricity is becoming an essential requirement of businesses today the firms must be of an open mind and prepared to admit it and make attempts to bring in changes related to it in order to get the best results (Hewett, n. d).

Availability of information to the clients: companies should also offer information to the clients through internet and telephones.

Business scenario of the 21st century

With technology and globalization there has been a tremendous upsurge in competition, countries from all over the world have international as well as national competitors. On this age of high competition companies have become more customers focused and customer-centric. They can be focusing more and more on customer satisfaction and customer contentment as they know perfectly that it is the client with whom their business will are unsuccessful (Singhania, n. d).

Application of Customer Centrality at Emirates airline

Emirates Air travel has followed the customer-centric method of build a good reputation in the market and among the customer and position itself in a much better way and effectively manage competition. The business is concentrating on all its activities and hoping to make them convenient and better for the client by understanding the type and kind of the client. As people all over the world travel through emirates, the airline is trying its better to entertain and assist in these to the fullest. The team on the airplanes is very hospitable and trained. They are prepared to help the customers at all possible. The air travel is providing comfort along with exceptional services to its customers. The knowledge of journeying through emirates is legendary and traditional and makes customer loyal as they get attention and good facilities (The Emirates group profession centre, 2010).

Evidence of customer-centrality at Emirates airline

Emirate airline is considered as one of the world's best airlines which have a customer-oriented methodology. Their goal is to help make the customers happy and gratify their needs and demands. For this function these are constantly making changes and development and attracting new things that would make the customers happy. Following are the facilities that Emirates airline provides its customers:

Online Check- In: the airline provides 24 hour check-in-system to its customers which allow them to check on their emirate flights 24 hour before they arrive at the air port. Also E-boarding moves are offered to the clients who functions the same as the normal boarding passes. The business and high grade individuals of the air travel may also use the E-boarding pass to acquire entre to the Emirates Lounge.

Frequent flyer Programme: to its regular customer Emirates airline provides unique compensation programmes that happen to be:

Business Rewards: This is designed especially for the organizations that use Emirates for his or her travel needs. Through this the organizations acquire incentives whenever their employees travel by gaining reward items. The bonuses are by means of complimentary seat tickets to any destination of the Emirates Global Network. In case of charity related corporation and clubs that have around 80 business travelers the rewards and bonuses are even higher.

Skywards: this incentive system is created specifically for individual travelers. This course of action has three degree of membership that happen to be called as Blue, Silver and Gold, these entitles the passenger to lots of gratuitous services which include: access to exclusive lounge, goal on the hold out list, top priority check-in, seating allocated in advance, allowance for excessive baggage, warranty of seat reservation along with assistance on personal travel by committed travel coordinators (Southall Travel, 2010).

The different kinds of cabin classes: with technologically advanced and developed fleets and well trained and skilled international cabin crew Emirates flight offers comfortable and relaxing travels. Following are the three different types of cabin classes that Emirates Airline has:

First Course: this category has utmost relaxing and cozy sleeper seat. This class helps the passengers to access their desired location revitalized even after an extensive flight. This class even offers technologically updated hand-held controllers for custom-made luxury; it carries out several responsibilities like altering the seating and selecting films. The passengers vacationing through this course also get alert and approachable team that confidently speaks local dialects and English to be able to fulfill their needs and requirements.

Business Course: this category has special seats that are reclineable and flat specially designed to facilitate the passenger in this course, these seats also provide the passenger the services like Calls, SMS, laptop charging and e-mail. The aim of this category is to provide all the possible resources to the people to carry out their business ideally throughout their plane tickets.

Economy category: the cabins in this course are designed specially to provide more comfort, space and good services. This class's cabin includes splendid and wonderful in-flight leisure system that contains radio and Television set facility. Here they also play on-demand videos to be able to keep the passengers busy and amused throughout their long and exhausting flights (Emirates, 2010).

Lounges: witnessing the demands, targets and requirements of its regular customers Emirates Airlines has generated elegant and exclusive lounges in Mumbai, New York, Auckland, Dubai, Bangkok, Hamburg, Munich, Manchester, Kuala Lumpur, Beijing, Johannesburg, Paris, Frankfurt, Zјrich, Sydney, Perth, Brisbane, Dusseldorf, Hong Kong, Beijing and Singapore (Emirates, 2010).

Besides this they also offer complimentary usage of the passengers to 50 above associate lounges at the international airports within six continents. Also Emirates Flight provides unlimited entertainment, facilities and eating out options at its lounges to make sure they are feel relax and refresh before their next flight.

Meals: Passengers traveling through Emirates should be equipped for superb meals while in the mid of the sky. They offer extraordinarily designed regional menus specially created by professional chefs who are expert in cooking to their respectable passengers. On the Gueridon trolley they provide the seven course menu which they give for lunch break and dinners. The individuals on the first class get the opportunity enjoy considerable variety of complimentary drinks which includes Antique wines and champagne (not for the plane tickets for Saudi Arabia) and Cocktails on all plane tickets. There is also the luxurious option to order goodies and multi-course foods from exclusive ala carte menu whenever they want.

Entertainment and communication facilities on the airline flight: Emirates coddles its passengers by providing them the best entertainment by using world's number 1 complete in-flight entertainment systems. Individuals have the option to choose from amazing couple of around 1200 programs allowing them to watch their preferred movies, Television shows and sports programs. The passengers also have the alternative to hear music from all over the world, play video games and Dvd disks. The exclusive in-flight systems provided by the airline offers user a number of functions such as: stop, start, pause, fast-forward and rewind form their seats while a observing movie it permits the passenger to take pleasure from the movies to the fullest without moving. The system also offers distinctive Air show features which gives live views of the sky and aircraft from the airplanes exterior cameras. Emirates plane tickets also provide the In-seat telephone facility by using which the people can make international telephone calls by using bank cards or pre-paid calling cards. These phones can be used to talk to the passengers already within the airplane (Emirates, 2010).

Emirate airline is without doubt world's number 1 airline that delivers comfort and convenience to its passenger. Form all the evidences provided above it is quite clear that the airlines is customer-centric and feels to make customer happy by providing them amazing facilities and services.

effectiveness/or not. Ideas for concern/improvements:

The strategy of Emirates airline is very effective and has business lead to customer satisfaction and loyalty. With the help of its customer centrality methodology the airline in addition has received many honours and good name on the market. The awards Emirates flight has received are because of its excellent services, quality, entertainment and delicacies (THE ENTIRE WORLD Airline Prizes, 2010).

Even though the company is very successful and doing all it can there's a special need of getting customer feedbacks and judgment about the services and facilities as customer view matters the most it can further assist in making changes and improvements which will ultimately make Emirates more lucrative and famous.


Customer centrality can be an important and highly applicable procedure of the 21st Century to be able to compete internationally and establish and keep maintaining its position on the market. Companies all over the world understand this occurrence and are putting it on with their organizations for better results. The company understudy because of this newspaper is Emirates flight which is also applying and working on customer centrality methodology.

Emirates Airline is incredibly focused when it comes to customers. The aim of the Airline is to provide best facilities, services, good care, hospitality, comfort and convenience to the traveler. All of this requires Emirates to focus and apply the customer centrality approach. Being in the travel industry requires Emirates to be customer-oriented and fulfill the requirements and needs of the customer to realize their loyalty. By delivering the set of high quality and excellent services to the clients Emirates has made a large name in the national and international marketplaces. People from all over the worlds admire the services and facilities Emirates offers with their highly successful, well-trained and skilled team.

The process of Customer-centrality at emirates airlines is a planned one. As the aim of the business enterprise is to make the customers happy Emirates does its best by providing all the services that other airline provides combined with the special facilities of its own and some that the clients demand. By using customer's thoughts and opinions and views and by understanding their needs the Air travel has efficiently set up itself and its own procedures to gratify the customer's needs and needs and ultimately make them happy and dedicated.

The customer-centric approach is perfect as it creates the customer most important which actually is true because customers are incredibly important and critical for any organization to achieve revenue and desired results. Without the customers there will be no business also if the needs and would like of the customers are not satisfied the customers will proceed to competitor. To survive in this time of high technology, competition and globalization companies have to look at customer-centric procedure, because today's customers have grown to be very smart plus they know very well their importance and value. The bottom line is for a company to be successful customer-centric approach is the greatest strategy as any company's success is determined by its customers.


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