Building Stronger Relationships with Frequent Flyers
With more than 70 frequent flyer programs worldwide, travelers have no lack of opportunity to be rewarded for their patronage. In the United States alone, there are 235 million members in the top six programs and more than 10 million rewards are issued per year. Enrollments and redemption, however, are not the measure of success for a frequent flyer program—it is the building of profitable, long-term customer relationships.
We partnered with loyalty marketing expert Carlson Marketing on a groundbreaking research study designed to understand the strength of customer relationships with airlines and to address the three most critical questions on the minds of marketers in the industry. These include:
- Which airlines are most adept at building strong customer relationships?
- What impact do strong customer relationships have upon business outcomes, such as the likelihood to recommend the airline and to fly it more?
- How can strong customer relationships be developed —especially through the use of a frequent flyer program?