LOYALTY PROGRAMMES (FFPs) - WHY, WHEN & HOW TO IMPLEMENT?
LAUNCH DATE : JAN 2017
PRIMARY TARGET : Airlines
PROJECT FUNCTIONAL AREA : Sales & Marketing, Information Technology, Customer Experience
PROJECT FOCUS : FFP & CRM
PROJECT SPONSOR : Airsource Partners
Close to 200 different Frequent Flyers Programs (FFPs) have been launched since American Airlines rolled out the 1st Airline Loyalty Program of the airline industry in 1981.
If properly designed, implemented and managed, FFPs bring very valuable benefits to airlines. They also constitute the corner stone of a future CRM (Customer Relationship Management) strategy.
Airsource Partners’ marketing professionals help airlines design and implement best-of-breed FFPs. Our experts will help you build an FFP truly attractive to your passengers and your airline. Most importantly they will help you avoid the traditional pitfalls potentially hidden behind FFPs.
Loyalty programs have proven to be one of the most effective marketing tools to date in the whole consumer industry. The airline industry is no exception to this rule: close to 200 different Frequent Flyers Programs (FFPs) have been launched since American Airlines rolled out the 1st Airline Loyalty Program in 1981.
As powerful as they might be as marketing tools, many FFPs have lost some of their shine near the travelers during the past few years. This relative decrease in attractiveness is due to several reasons, the main one been certainly the ever greater difficulty for loyal customers to redeem miles on flights of their choice. This relative decrease in interest in FFPs often reveals however more subtle and hidden flaws in the design and management of the FFPs.
Yet, if properly designed, implemented and managed, FFPs bring very valuable benefits to airlines. They also constitute the corner stone of the airline’s future CRM (Customer Relationship Management) strategy.
Airsource Partners’ marketing experts help airlines design and implement best-of-breed FFPs. They build FFPs attractive to both passengers and airlines. Most importantly they help airlines avoid the traditional pitfalls hidden in some FFPs.
Airsource Partners’ experts also give existing FFPs give a new birth by making them more attractive. Alternatively they can help airlines currently under other airline’s FFPs build their own.
In all cases Airsource Partners’ experts help you build a program that will meet the goals commonly assigned to FFPs:
=> Build and expand loyalty among core customers
=> Create an additional source of revenue for the airline
=> Introduce an element of company and product differentiation vis-à-vis competition
=> Expand visibility and attractiveness of the airline
=> Serve as a starting point to Customer Relationship Management (CRM)
Other more airline-specific goals can be added for the design and implementation of a customized FFP.
First and foremost the resulting FFP needs to be competitive. Here again our experts can help you through:
=> Benchmark studies: to get the best out of the 200 FFPs present on the market and identify best practices in the design & management of FFPs
=> Program development: to identify the strategic objectives of your own FFP and the its components (miles or points accrual, rewards and benefits policy, partners, communication, implementation, etc..)
=> Operational program management: organization, IT solutions, partnership management, promotions, rewards management, promotional offers, performance assessment, fraud prevention, link to CRM etc.
Airsource Partners is NOT in the business of supplying Airline IT Solutions and does not offer IT systems for the management of FFPs. Our aviation marketing experts can however help you make your way through the crowded world of airline IT solutions providers through a detailed appraisal of all major FFP system providers.
Airsource Partners’ intervention can be limited to the drafting of the requirements of the new system to come. At the airline’s request Airsource Partners can also be more deeply involved in the search and selection of the best-suited vendor. Last but not least Airsource Partners can assist airlines and their selected vendors during the actual implementation of the retained solutions (see the « IT Vendors Appraisal » project in the Project Board).
Do not hesitate to contact us for a detailed estimate for the design and implementation of your new FFP.
Experts / companies available for this project
Ravindra has a hands-on experience in the design, implementation and monitoring of loyalty solutions for airlines. He has already successfully conceived and implemented scores of FFPs at several airlines of the EMEA region. He opened his own consulting practice in the domain of FFPs several years ago and is also very knowledgeable in the area of CRM.
Gabriel is a seasoned aviation top executive based in Lagos, Nigeria who has been in contact of the aviation industry for close to 30 years now. His previous tenures include the role of managing director of a Nigerian airline. Expert #55 currently owns and runs several businesses in the area of air transport, travel and IT.
NYC/US-based Justin is currently serving as a strategic advisor for a European airline. He has held several consulting posts in the past for various companies. Expert is a dual US/UK ctizen with full EU work rights
Paris-based Delia has strong on-hands aviation expertise obtained during her tenure at the then-leading African airline and projects undertaken by the aviation consulting practice she started over 10 years ago. She has also successfully led a number of projects for several African CAAs and other Governmental agencies.
North Africa-based Lotfi has over 25 years of airline experience. He has taken several managerial positions for an important flag carrier of the Maghreb region
Expert bio currently being updated. Thank you for your kind understanding. For any urgent inquiry contact Airsource Partners at email@example.com
Currently being updated. Thank you for your kind understanding. For urgent inquiry contact Airsource Partners at firstname.lastname@example.org
Michael Collins is a specialist in data strategy and Relationship Management. A Chartered Marketer and a Fellow of the Institute of Direct and Digital Marketing he has more than 30 years experience in the use of marketing databases and in providing direction on building relationships with both direct customers and distribution channels. An internationally acknowledged consultant, trainer and author, he has taught at several UK university business schools and has delivered his seminars and workshops to professional audiences across Europe, North America and the Far East.
Aérogestion is an independent consulting practice founded in 1996 by Marc Rochet and Dominique Gretz with the help of former collaborators from the airline industry. Aérogestion has developed a recognised expertise in the industry by accompanying first and foremost the success of French airline in their development or restructuring projects. The practice has developed its services in the international environment and more specifically on the African continent. Parallel to this geographical development, the practice has broadened its competencies, particularly in the field of Revenue Management, which constitutes today a recognised centre of excellence where Aérogestion practices for several airlines. At present, the practice counts more than a dozen consultants with an average of 20 years of expertise in their field and with competencies covering all of the fields of the industry, such as airline management, sales and distribution, airline operations, airline restructuring or change management. Aerogestion's vocation is to become the airline's partner to accompany the airline in each and every key step of its business or of its investments.