In terms of implementing CRM in Malaysia Airlines Berhad, management needs to identify who the airlines' customers are and what the needs and aspirations of their customers are. If airlines were not receiving profits from customers, how can they be sure they are offering the best to customers and applying their value to all business decisions? If airlines had the means to do both, profits would be gone. Not only would airlines become more efficient, but shareholders would also see an investment in their only true source of revenue, the customer, and the significant profits that would result. With so few new revenue opportunities, do airlines need more planes? Or instead airlines should consider a customer relationship management program that uncovers and maintains shareholder value. Airlines need to know and understand the customers who contribute the most to their profits. Providing customers with a good experience however and whenever they choose to contact you is a key part of managing relationships with them. Ovum defines customer relationship management (or CRM)