Your 3 Step Check for FFP Success
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A THREE STEP CHECK TO FREQUENT FLYER PROGRAM SUCCESS 2 3
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Do your frequent flyer program (FFP) rewards engage all of your customer groups? Try our 3-step check to find out.
Transcript of Your 3 Step Check for FFP Success
A three step check toFrequent Flyer progrAm
success2
3
Frequent Flyer progrAmmes (FFps)
Are complIcAteD BeAsts
they VAry By sIZe AnD By regIon
AnD oF course...
VAry By people
people Are unIque
so It’s sIlly to thInk thAt your
sAmerequIrements
FFp memBers WIll hAVe the
memBers hAVe DIFFerent FlyIng pAtterns AnD DIFFerent reDemptIon
rAtes AnD leVels
It’s reAlly not A
one sIZe FIts All
solutIon
98765432110
so, hoW Do you
mAnAge these multIple requIrements?
AnD hoW Do you keep your memBers engAgeD AnD
DrIVIng reVenue?
£ €++
the FIrst step Is
sImple
DAtA!
gIVes you VAluABle InFormAtIon ABout your customers
DAtA!
DAtA!the
ActuAlly Are
In your progrAm WIll tell you
Who your memBers
hoW Frequently they Fly
theIr regulAr DestInAtIons
WhAt purchAses they mAke
thIs AlloWs you to segment your customers Into
DIFFerent groups
EngagEmEnt(points redemption)
Low HigH
Low not worth pursuing? Encourage to redeem
HigH Keep in touch Love them!
FrEquEncy oF FLying
For exAmple, some AIrlInes Are AlreADy segmentIng theIr customers lIke thIs:
Better tArget
your promotIons
WIth thIs InsIght you cAn
tAIloreD promotIons AnD
oFFers
By oFFerIng
thIs helps to IncreAse personAlIsAtIon
my PromotionS
WhIch the moDern-DAy consumer
noW DemAnDs
so, hoW Do you check thAt your reWArD progrAm Is
ADequAtely personAlIseD?
4
4
4
your DAtA WIll Be
unIque
DAtA!
But you mAy recognIse some oF these
5 common customer groups
customer 1l this customer travels on long haul
flights at least once a month
l they earn a free trip easily and accumulate points rapidly
l they see value from your program, but only see the rewards as a way to get free trips…
l so their custom may be at risk, if made aware of a program with better opportunities
customer 2l travel four or five times a year
l It takes them quite a long time to collect enough points to redeem something like a free flight
l they find it difficult to see the value in your program – and probably don’t feel connected or loyal to your brand
customer 3l travels reasonably frequently
for business
l A passive collector – they accumulate points but are not engaged in the program
l this customer does not actively choose your brand
l Due to the time spent travelling for business, points towards a free flight will not motivate them to engage
customer 4l only travel once or twice a year but
accrues points whenever possible
l In the short term, this customer does not appear important…
l however, due to their age you want to get them invested in your brand as could end up being a life-long advocate
customer 5l customers with busy schedules
l they need to book seats on specific flights and do not have time to wait for a reward seat to become available
l participating in your program can often be a frustration for this customer
these Are 5 Very DIFFerent
customer groupsAnD there mAy Be mAny more
so hoW cAn you keep them All
hAppy AnD engAgeD?
We’Ve come up WIth A
three step check
to help
2
3
your range of rewards should reflect the regions, cultures, ages – as well as other demographics – of all of your members
1. choIce
make sure your program features the most relevant and up-to-date products, not end-of-line stock or obvious bulk buys
2. AttrActIVeness
give your customers discounts they weren’t expecting, and make sure your products are competitively priced
3. prIce
Why Don’t you Apply thIs
check-lIst…
… to see IF your
FFp reWArDs
progrAm...
… Is engAgIng All oF your DIFFerent customer groups
