We posted the question to members of the Loyalty 360 LinkedIn group, comprised of professional marketing leaders in the industry.
The majority of the participants focused on the total customer experience, noting that major US airlines need to get back to basics in regards to overall customer service. They also noted that after a long period of allegiance to a certain airline, the ability to migrate existing benefits to a new carrier is extremely important. Benefits at each level of a loyalty program should be clear and easy to use. And, airlines should consider providing refundable flights and waived baggage charges for its top tiered members.
Here’s more on what they had to say:
- “I am not as loyal to the airline programs I once was, because these loyalty programs have become devalued. Ideas that would win me back include making the program easy to understand, easy to upgrade (first class or other services), waive extra charges for high tier members – bottom line, make me feel like I am important to the company with special services!” Gerald Przybysz, Vice President of Marketing, GE Money
- “I believe the core issue is equity. The only way I would consider a migration is to ensure that my current program equity is not lost, either in miles or level. With airline travel what it is today, my level is just as important as my miles, as it helps with everything from upgrades to taking care of me when my flight is canceled. After the minor question of does this new airline fly where you want to go, the key element to switching my airline loyalty is equity migration.” T. Jack Williams, Chief Executive Officer at eCommLink
- “Many have point-based accounts with several different airlines. Wouldn’t it be great for one airline to consolidate and honor all of these points?” Amanda Carty, Marketing Manager, Thomson Reuters
- “Listen, this isn’t about points, upgrades, or other tactical issues; it’s about creating a better experience. If an airline could deliver a reasonable, CONSISTENT AND RELIABLE experience, they’d keep more clients. Southwest has invested more money in its employees and it shows. Wake up guys - would you really trade mediocre service for points?” Paul Allamby, Founder & Partner, Yew+Bamboo, Inc.
- “This is about the difference between treating people like a transaction and having a valuable relationship with their customers. I fly to 48 states every year and clients continue to ask me why I fly an airline that does not have first class seating. I always answer that I prefer the relationship I have with this airline over that of one that offers a “no class” experience. You can’t buy my loyalty, you have to earn it.“ Jeffery Summers, President at Restaurant Coaching Solutions
- “Here’s my suggestion. When a program member reaches a certain point level, all flights booked become refundable.” Ron Shevlin, Senior Analyst at Aite Group
- “These days, I would become loyal to the airline that actually had a flight take off and land on time. The last six flights I took were nightmares. All on major airlines. The worst was a 4 hour delay on the tarmac. We were not allowed to leave the plane.” Jeffrey Marks, Creative Director at Jacked Inc.
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