Alaska Airlines Picks Siebel Analytics for CRM

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Siebel Systems Inc., San Mateo, CA, said yesterday that Alaska Airlines selected Siebel Business Analytics as a key component of its customer-focused strategy.

Siebel Business Analytics will let the airline gain insights into its customer base as well as strengthen its ability to evaluate customer behavior, identify purchasing trends and design promotions that meet the needs of its expanding customer base, according to Siebel.

Deployed throughout the airline's marketing organization, the solution will be seamlessly integrated with its internal customer management systems and also incorporate data from electronic travel network Sabre. Among the expected benefits are targeted, data-driven marketing programs, yielding higher success rates of mileage plan, hotel, car rental and vacation promotions. Also expected are improvements in cross-selling and upselling.

Alaska Airlines uses a proprietary customer relationship management solution to manage its customer data.

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