filed in Airline, Customer Experience, Telco on Apr.14, 2011
The practice of Loyalty Accounting has become increasingly important as programs have matured and the value of deferred financial liability on corporate balance sheets has grown.
The key offset to the balance sheet liability is breakage. It is the word used to describe the value of the accumulated points that go by the wayside and is [...]
filed in Airline on May.01, 2010
In the midst of checking a slew of emails, it would have been easy to ignore this short message from American Airlines:
“We would like to provide you with an important update to the American Airlines AAdvantage® program. Effective July 1, 2010, the Marriott Rewards program will no longer offer AAdvantage miles for stays at Marriott [...]
filed in Airline on May.01, 2010
In the midst of checking a slew of emails, it would have been easy to ignore this short message from American Airlines:
“We would like to provide you with an important update to the American Airlines AAdvantage® program. Effective July 1, 2010, the Marriott Rewards program will no longer offer AAdvantage miles for stays at Marriott [...]
filed in Airline, Measurement & Metrics on Feb.12, 2010
Actually, I’m just scratching the surface, but pose a few questions to improve frequent flyer programs and make airline travel a bit more bearable for the masses.
What if the airlines …… ?
… would allow frequent flyers to use miles to pay for a bag check charge or, better yet, waive them for higher tier members? [...]
filed in Airline, Loyalty Asterisk™ on Mar.05, 2009
Not only are the airlines missing a significant opportunity to engage their best customers based on data they already possess, they are eroding their value proposition by adding fees to multiple aspects of the in-flight experience as well as their frequent flyer programs.
In a WSJ “Middle Seat” column dated 2/3/09, I was reminded of the [...]
filed in Airline, Customer Experience, Customer Satisfaction, Database, Loyalty Asterisk™ on Mar.25, 2008
That’s the cry heard from an increasing number of frequent flyers today. When primary research is commissioned to help diagnose the complaint, it may be surprising to learn that the same program features are often reported as both a Key Complaint and Delight.
Three examples:
Program Feature
Delight or Complaint
Options to earn miles
Lots or not enough
Ability [...]
Loyalty Truth covers all aspects of Loyalty Marketing, Customer Strategy and all things Customer-Centric. The author, Bill Hanifin, has worked with top companies in virtually every consumer facing industry across North America, Europe and Latin America. His insatiable curiosity to understand how consumers make purchase decisions leads to valuable insights used by business to establish enduring brand loyalty.
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