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SimpliFlying Client Case Study: BalticMiles

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This is a case study of SimpliFlying's consulting work with BalticMiles, the loyalty program of airline airBaltic. Find out how BalticMiles, leveraged on social media to modernise its loyalty program …

This is a case study of SimpliFlying's consulting work with BalticMiles, the loyalty program of airline airBaltic. Find out how BalticMiles, leveraged on social media to modernise its loyalty program and received a huge boost of confidence from both frequent and non-frequent flyers.

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  • 1. BalticMiles Crowdsources Growth Strategy with Its Customers BalticMiles, the loyalty program of airline airBaltic, leverages on social media to modernise its loyalty program and received huge boost of confidence from both frequent and non-frequent flyers, winning global recognition with Loyalty 2013 award.The ChallengeWhere the story beginsBalticMiles is a multi-partner loyalty program that rewardsmembers for their interactions with the airline airBaltic, and for Strong regional competitionshopping at partner retailers.While it is an extensive rewards program, airBaltic is not part ofany airline alliance. As such, it faces strong competition from Need to growloyalty programs such as FinnAir Plus under oneworld alliance customer baseand SAS EuroBonus.To optimize customer loyalty and results, BalticMiles Sought activeapproached SimpliFlying to help it build closer relationships memberwith its customers, as well as expand the customer base by feedback andtapping into the network of its partner merchants. participation
  • 2. SimpliFlying’s Expertise at WorkAdvise – Conceptualize - CoordinateOver the course of two days, SimpliFlying acquainted the BalticMiles team with case studiesof airline loyalty programs from around the world. We facilitated an intensive brainstormsession to come up with ideas that would effectively leverage BalticMiles biggest advantageas a small program - flexibility. Not being part of an airline alliance program meantBalticMiles could quickly innovate in accordance to the latest trends and feedback.In June 2012, BalticMiles Brainstorm program, was launched on Facebook to solicit frommembers ideas for creating the worlds first user-generated loyalty level. Conceptualizedwith SimpliFlying and the application developed by Napkin Labs, Brainstorm sought to drivefurther engagement by putting its customers at the center of the companys growthactivities. The Idea Bal$cMiles  Brainstorm  is  a    crowdsourcing  pla5orm   that   allows   members   and   fans   to   directly   impact   their  use  of  the  loyalty  program.   How It Works Members  could  contribute  ideas  on     •  The   poten$al   merchant   partners   to   include   in   the  loyalty  program   •  The  types  of  benefits  or  privileges  desired  for  a   par$cular  membership  level   Making it Work Ideas   were   voted   through   Facebook   “likes”−   with   the   top   being  awarded  with  a  bounty  of   100,000  mileage  points.     The   winners   would   also   be   invited   to   work   with   the   Bal$cMiles   team   to   further   develop  the  their  ideas.    
  • 3. Results & Impact BalticMiles and customers working hand in hand Over 420 new ideas and 6000 Within a month of the program launch, BalticMiles received a comments twentyfold boost in “likes” on its Facebook page, saw over 400 ideas and a swath of new page visitors. By the end of the campaign, BalticMiles Brainstorm had fielded about 6,000 comments. First fan-inspired project Three months later, BalticMiles announced their first fan- implemented inspired project– a rewards project that sets a personal goal within three months for each user. This not only encouraged shopping among the members, it helped to raise awareness about BalticMiles’ network of merchant partners, especially to the less active Won award at members. Loyalty 2013 As a result, 5% of BalticMiles’ most active database segment has further multiplied their rewards points by 3.5 times. In 2013, BalticMiles Brainstorm received the Global Innovation in Technology Award at Loyalty 2013. Currently, BalticMiles is embarking on the second phase of the initiative, bringing in the winners of BalticMiles Brainstorm to form a board that would be working closely with the team to develop and implement the ideas.What BalticMiles has to say: “We  were  very  happy  to  work  with  SimpliFlying  team.   Their  exper$se  allowed  us  to  excel  with  a  truly   innova$ve  campaign  that  was  very  much  appreciated   by  our  members.” - Gabi Kool, CEO, BalticMiles

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