Listening to execs sharing insights into key airline marketing and business issues at The Mega Event 2010, I put together an airline loyalty marketing IQ test just for you.
The questions were raised and answered through a compilation of remarks from the following companies including, but not limited to: Aeroplan, American Express, Emirates Airways, Kobie Marketing, Millenium Aviation, Peppers & Rogers, Qantas, Sapient Nitro.
Here’s a Mega Quiz for you:
- Name a line of business in the airline industry that is barely 2 years old and now accounts for $14Billion annually.
- Name one aspect of air travel that is getting more attention from the Department of Transportation than helmet on helmet hits are getting from the NFL?
- Name the second air carrier in the world to spin off its frequent flyer program (FFP) after Air Canada spun off Aeroplan?
- Name the two most significant sources of profit for Qantas, the largest airline in Australia and the second oldest in the world?
- According to Google Chief Economist Hal Varian, what will be the sexiest corporate job over the next 10 years?
- We have Twitterati, Datarati, and soon will have Loyalarati. Who are these people?
- What percentage of Twitter conversations will be handled through automated means by corporate tweeters in the next 2 years?
- What are 3 synonyms for loyalty program “liability”?
- How important will Privacy issues be to business in the next 10 years?
- What is considered to be the growth industry of the next decade?
Answers:
- Ancillary Revenue a/k/a a conscious un-bundling of the air travel experience that generates profits but has potential to undermine customer satisfaction
- Ancillary Revenue (The DOT is considering implementing new standards for fee disclosures as part of a broad rule-making proceeding)
- TAM, the Brazilian carrier
- Profit from its FFP and operation of its low-cost carrier JetStar
- Statistician
- Datarati are those companies who make a commitment to using their hard fought customer data to drive business results, while the emerging Loyalarati will be those enterprises which deliver their respective brand promise with a unwavering commitment to customer engagement and enterprise loyalty which honors customers, vendors, shareholders, and partners to create unshakable competitive advantage.
- 20% minimum
- a) Deferred discounts (they only get cashed in when points/miles are redeemed); b) Current Asset (If the company has reserved cash to account for some or all of the value of unredeemed points/miles, there should be a stockpile of cash that can be used to drive innovation and business results); c) A “darn good thing” because liability is an outcome of customer purchase behavior and an indicator of the health of customer engagement across the business.
- What’s privacy? That dies just a little more each day as Millennials share more information and leading social networks leak personal data
- Loyalty Marketing!