Your 3 Step Check for FFP Success

A three step check to
Frequent Flyer Program
Success
2
3

FREQUENT FLYER PROGRAMMES (FFPs)
ARE COMPLICATED
BEASTS

THEY VARY BY SIZEAND BY REGION

and of course...
VARY BY people

SO IT’S SILLYTO THINK THAT your
SAME
REQUIREMENTS
FFP MEMBERS WILL HAVE THE

MEMBERS HAVE DIFFERENT
FLYING PATTERNSAND DIFFERENT REDEMPTION
RATESAND LEVELS

IT’S REALLY NOTA
ONE SIZE FITS ALL
SOLUTION
987654321
10

SO, HOW DO YOU
MANAGE
THESE MULTIPLE
Requirements?

AND HOW DO YOU KEEP
YOUR MEMBERS ENGAGED AND
DRIVING REVENUE?
£ €
++

gives you
valuable
information
about your customers
DATA!

DATA!THE
ACTUALLY ARE
in your program
will tell you
whoyour
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 1
l 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 2
l 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 3
l 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 4
l 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 5
l 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 groups
and 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
FFPREWARDS
program...

… IS engaging
all of your different
customer groups

Have any questions?
Like to know more?
get in touch
info@collinsonlatitude.com
@C_Latitude
#ChangingHorizons

Your 3 Step Check for FFP Success

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