Loyalty and CRM

Why loyalty leaders should care about microservices architectures

Why loyalty leaders should care about microservices architectures
While technology professionals are well aware of the advantages microservices architectures deliver, why should business leaders in loyalty actually care? Why not just let the IT team worry about such complicated technical topics? In short, because it has a direct impact on your loyalty business. Successful loyalty programs add value to their members, which translates into revenues for the program provider. Creating an engaging loyalty program involves facilitating everyday earn and burn opportunities for members so they can extract full benefit from the scheme. And that involves launching new...
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Five keys for transforming your Frequent Flyer Program into a Customer Engagement Program

Five keys for transforming your Frequent Flyer Program into a Customer Engagement Program
I spent 14 years across different Revenue Management and Marketing roles at American Airlines before joining the AAdvantage leadership team.And it took another few years in AAdvantage until I came to a powerful realization – airline loyalty programs should be much more than just Frequent Flyer Programs (FFP). They should really be Customer Engagement Programs (CEP). While this realization seemed so clear to me, it quickly became apparent that it's a difficult concept to help airline leaders understand. And I can't blame them because I only saw the light after digging deep into loyalty myself. ...
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Is your airline's loyalty platform holding you back?

Is your airline´s loyalty platform holding you back?
Airline loyalty programs are a prime asset for developing deeper engagement with members and packaging personalized offers. Yet, in too many customer conversations, including my former experience at AAdvantage, the topic of inflexible loyalty platforms comes up. Airline loyalty teams have fantastic ideas but often can't launch them to market either because their technology doesn´t support their ideas or the time and cost it would take to develop and adapt systems is prohibitive. Just as bad – launching watered-down versions of potentially great products or services because of technological lim...
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How pooling can give loyalty programs an extra edge

How pooling can give loyalty programs an extra edge
Loyalty schemes have taken center stage during the pandemic, even becoming financial lifelines, as airlines seek to boost revenues through program member engagement and retention. In our recent eBook, "Four low or no-cost ways to improve the value of airline loyalty currencies", we looked at different tactics that airlines can apply to increase loyalty program value. In this post, I would like to focus on "the pooling effect". What is the pooling effect? Also known as "Family Accounts", "Householding", and "Mileage Pooling", the idea is gaining traction across the industry and is based on huma...
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Targeting ‘The Actors', or ‘Their Actions’ for detecting Loyalty Frauds? – A defender’s Dilemma

How 'Actors' and 'their Actions' lead to the formation of fraud?
How 'Actors' and 'their Actions' lead to the formation of fraud? If fraud is assumed to be a staged process, actors (in this context, fraudsters) and their actions decide the success or failure of this planned show. In the last 2 to 3 decades, since digital became the way of life, we have seen a spate of incidents, where actions of distinct actors led to erosion of trust in the ecosystem and resulted in a complete overhaul of practices across the board. Irrespective of the actors, be it internal or external, the losses have accrued to the entities in various forms, such as smeared reputation, ...
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