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Hanifin Loyalty tracked Frequent Flyer email from 5 major US airlines during 2007 to determine how they use the medium to communicate with their best customers.
Key findings include that relevance could be vastly improved if existing data were better leveraged and that personalization is virtually non-existent.
There was a noted difference between the approach of Discount and Legacy carriers.
Airlines can differentiate from competition and take leadership in digital communications as they resolve to use the data they possess to drive offer relevancy and personalization.