MEAUSE Customer Relationship Management Pilot Project Executive Summary civil air navigation services organisation
Acknowledgement MEAUSE would like to thank CARC and HE Mohammed Amin Al Quran for the commitment to undertake the MEAUSE CRM pilot project and their continued involvement as a CRM Champion to roll out CRM within the ME region. MEAUSE would also to thank the Project Leader Eng. Daoud Abu-Daoud and the entire CARC Pilot Project Team for their excellent work on this activity. CARC would like to thank the MEAUSE CRM Support Group Nicola Jordan (NATS), Ruby Sayyed (IATA), Hanan Qabartai (CARC, CANSO MESCC Chair), Gudrun Held (DFS, MEAUSE Chair) and Achim Baumann (IATA MENA, MEAUSE Vice-Chair)
Summary of MEAUSE Customer Relationship Management (CRM) Pilot Project 1 Background MEAUSE (Middle East ANSP, Airspace User and Stakeholder Engagement) is the Middle East regional platform on which all ME stakeholders of the aviation value chain: States, civil and military airspace users (customers), airports, air navigation service providers, suppliers will engage and continue to work on joint initiatives with the aim of transforming air traffic management (ATM) in the region. One of the first key objectives agreed by the founding members was to tailor the CANSO Guide to Customer Relationship Management for use by ANSPs in the Middle East Region. The CANSO- IATA Middle East Guide to Customer Relationship Management was published in 2011. This was followed by a well-attended CRM Seminar in December 2012 and a CRM Pilot Project undertaken in 2013. 1.1 Why Implement CRM An effective relationship between ANSPs and their airspace users is a crucial driver for ATM transformation and performance improvement. Effective customer relationship management is a powerful vehicle to improve overall performance, and is based on the following fundamental principles: Mutual trust and understanding Early involvement of customers True consultation Clear and focused agenda Clarity of proposals, the rationale and their impact Clear communication Tailored processes Constructive participation Convincing rationale shared following final decisions Further information about each of these principles is available in the Middle East Guide to Customer Relationship Management. The guide can be downloaded from www.canso.org/middleeast 1.2 Middle East Guide to Customer Relationship Management The CANSO-IATA Middle East Guide to Customer Relationship Management was developed through collaboration between CANSO and IATA to support the aviation community in its need to sustain growth, while maintaining safe and economic operation in and out of the ME Region. It was produced in 2011 with input and feedback from ANSPs, civil and military airspace users and airports. The Guide is intended to serve as a reference document for all ME Stakeholders that wish to embrace the CRM principles and wish to apply the ME Customer Relationship Management Process and tools. The material presented within the guide is based on the principles contained in the CANSO Guide to Customer Relationship Management and tailored to the needs and regional specifics of the ME Region. The objectives of the guide are: To create awareness of the benefits of effective CRM To provide ME ANSPs / airspace users and all stakeholders that wish to embrace CRM with a reference document tailored to the needs of the ME Region Offer a ME approach to CRM jointly developed by IATA and CANSO Showcase best practice examples from within and outside the ME Region The Guide is a living document and will be updated with CRM lessons learned and regional examples of CRM
initiatives, including from this pilot project. 1.3 MEAUSE CRM Seminar CANSO and IATA held their first joint CRM Seminar on 5 December 2012. Attended by 36 participants from across the aviation value chain, the seminar used hands-on worked examples to demonstrate the tools and concepts presented in the CANSO-IATA Middle East Guide to Customer Relationship Management. Feedback from the seminar was extremely positive and the participants gained a greater understanding of the value of CRM and CRM processes. Participants at the joint CANSO-IATA CRM Seminar (Amman, December 2012)
2 CRM Pilot Project Background During 2013 MEAUSE and CARC-ANSP cooperated to undertake a CRM pilot project. This built on previous MEAUSE activities to enhance CRM in the region. MEAUSE The CRM project will: Deliver a tangible example of CRM enhancement within the region Share experiences with the region at the MEAUSE conference Develop a CRM flyer to share within the region At the end of the project there will be a CRM Champion within the region to promote further roll-out of CRM initiatives within ME. Objectives and Project Framework The agreed objectives for the pilot project were as follows: CARC-ANSP The CRM pilot project will achieve an improved relationship with key customers through: Enhanced customer understanding of the CARC business Development of a CRM manual for use within CARC Enhanced understanding of customers expectations The pilot project will provide CARC-ANSP with a strong platform on which to continue building an enhanced CRM system. The project activities followed the ME Customer Relationship Management Process published in the CANSO-IATA Middle East Guide to Customer Relationship Management:
Achievements The project achieved a number of tangible achievements within its nine-month duration. Highlights include: Establishing customer focus: Buy-in and enhanced understanding of CRM benefits and processes within ANSP achieved through awareness campaign with top and middle management CRM roadmap defined CRM manual developed for ANSP staff Identifying customer requirements, needs and expectations: Agreed action plan with customer for joint activities including: Pilot visits to ANSP and vice versa Review of existing MoUs with customers Enhanced understanding of each other s organisational structure Established focal points within customer and ANSP organisations Review of existing CRM processes and MOUs with customers Sharing experiences: Experiences shared with the ME Region at the 2013 MEAUSE Conference Lessons Learned and Recommendations A number of lessons learned and recommendations have been highlighted by the pilot project. These include: Engagement and buy-in: Ensure top management buy-in and middle management support for both ANSP and customer A clear, common understanding of CRM and its benefits by the project team is essential (e.g. through wellplanned kick-off workshop for whole project team) A clear, common understanding of project objectives is important (e.g. through well-planned kick-off workshop for whole project team) Early involvement of the customer(s), and involvement of the right people from both customer and ANSP Project management: Define clear project objectives and a project plan with targets, including both short and long term activities. Progress against the plan should be regularly reported Agreement of a joint action plan with clear activities and timelines Create strong project team with representation from across ANSP business Appoint a strong project leader Project scope: Focus on enhancing the relationship with one or two key customers to start with get some tangible quick wins progressed Recognition that CRM enhancement is a continuous improvement process and an important part of an organisation s quality management system Sharing experiences: Recognition of the difference between managing the ANSP-customer relationship (tailored for individual customers/customer groups), versus formal consultation.
WANT TO KNOW MORE? For further information about MEAUSE, please contact: CANSO: Director Middle East Affairs, Hamad Alaufi hamad.alaufi@canso.org IATA: Director Safety and Flight Operations MENA, Achim Bauman baumanna@iata.org The Civil Air Navigation Services Organisation is the global voice of air traffic management and its Members support over 85% of world air traffic. Members share information and develop new policies, with the ultimate aim of improving air navigation services. CANSO represents its Members views to a wide range of aviation stakeholders. CANSO has an extensive network of Associate Members drawn from across the aviation industry. www.canso.org/middleeast The International Air Transport Association (IATA) is the trade association for the world s airlines, representing some 250 airlines or 84% of total air traffic. With its mission to represent, lead and serve the airline industry, IATA continues its efforts to be the force for value creation and innovation driving a safe, secure and profitable air transport industry that sustainably connects and enriches our world. www.iata.org