Corporate Blog

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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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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