Delta Airlines Marketing Assessment the Thesis

Throughout the uses of their website by these three dominant segments, Delta is also capturing click stream data to see how they can anticipate and better improve the automated processes on their website as well. Using technologies developed by DoubleClick and Overture from Yahoo in addition to those from Google, Delta is learning how to better define the navigational points on their website to better serve the three dominant customer segments they target today. They are also learning more intensive information about each of these three segments through the analysis of click stream data as well. Delta has an ethical and legal responsibility to manage this data in a secure and private environment to ensure it is not sold by employees or worse, stolen and used by competitors or marketers in related companies. Delta has an intensive it security strategy that seeks to protect the confidentiality of its customers on its website, including their interaction from the alerts and messages which form the basis of the company's strategy to create a more collaborative and trusted relationship with its customers.

Connecting with Customers to Gain Feedback

Delta leads other American airlines in its use of Web-based technologies including the extensive use of social networking to gain feedback and customer satisfaction data from its customers.One of the first companies to create a Facebook and Twitter accounts to create more opportunities for customers to connect and communicate with them, Delta continues to create online strategies for customers to share their opinions and recommendations with them. Delta's website provides opportunities for customers to write blog entries share their feedback in over a dozen different online applications and also has specific web pages just for feedback on specific services on flights.

In addition to all these efforts to stay connected with their customers and listen to them, Delta also has created a series of micro sites, or smaller Java-based websites that give their customers an opportunity to be more specific about their unmet needs and interests in future services as well. Delta's approach to charter service is a case in point, where the company has created a specific micro site for large groups wanting to charter an entire Delta jet for their travel plans. This is one of the fastest growing service areas of Delta right now as a result......