Ctrip Scientifically Managing Travel Services Case Solution

For acquiring new customers, they distributed free membership cards and made alliances with major airlines and banks for the promotion of their products. They equipped their staff with PDA to make efficient use of given information for customer handling and satisfaction, later they upgraded it to personal tablets.

2. What are the key elements of C trip’s scientific approach to managing?

C trip is the largest online travel company in China. At the heart of C trip's business model was their scientific, data-driven approach. Being a service provider on a large scale made them enable to generate a large quantity of data. They used that data to standardize their service and categorize their customers. They made different classes of their customers and set quality assurance metrics, which were also traceable. Their IT team's competitiveness played a key role in the quantification of all data and its analysis.