Are Frequent Flyer Programs The Gold Standard of Loyalty?

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Bill Hanifin view more articles

27 September 2010 04:30

Gearing up for the Mega Event 2010 next month, I’ve been thinking hard about where frequent flyer programs have gone astray and whether they still register with consumers as the Gold Standard of Loyalty Marketing.

I’ve assembled links here to a few posts on Loyalty Truth addressing the shortcomings and opportunities for FFP’s and invite your opinions.

My Miles Aren’t Worth Anything

Headwinds for Frequent Flyer Miles

Airlines Take Flight Without Data

How to Fix Frequent Flyer Programs in One Blog Post

Draw your own conclusions, but my opinion is that there is plenty of low hanging fruit for the airlines to pluck to create stronger relationships with their better customers. It would not take that much effort to deliver more relevant communications and meaningful offers to FFP members and in turn offset some of the anger currently directed towards the declining cabin experience on many airlines.

To me, the future of frequent flyer programs is in the hands of the airlines themselves and is a matter of will.

There is plenty of data available, but “will” it be used?
There are plenty of options to drive mileage redemption, but “will” some sacred cows be sacrificed?

Enjoy the read and let me know your thoughts. Hope to see you in Montreal.

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