Customer relationship management (CRM) encompasses the capabilities, methodologies, and technologies that support an enterprise in managing customer relationships. The general purpose of CRM is to enable organizations to better manage their customers through the introduction of reliable systems, processes and procedures.

To be effective, the CRM process needs to be integrated end-to-end across marketing, sales, and customer service. A good CRM program needs to:

Identify customer success factors
Create a customer-based culture
Adopt customer-based measures
Develop an end-to-end process to serve customers
Recommend what questions to ask to help a customer solve a problem
Recommend what to tell a customer with a complaint about a purchase
Track all aspects of selling to customers and prospects as well as customer support.

The customer is always right. Airlines are usually pathetic at customer relations so I wish you luck.

having flown Rex every week for the past 6 months i can assure you their service is TERRIBLE. i have written a letter of complaint to customer service (Candice Theo) and received a patronising and ineffective reply. I have now stopped flying with Rex and am using Qantas and Virgin.
A word of advice: use someone else for your assignment Rex couldnt care one bit about their customers