Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Five ways to drive frequent flyer redemptions

The paper, entitled 'Accelerating Redemption', identified and explained the five strategies the company believes airlines should adopt, based on its experience of managing multiple international airline loyalty programmes. In brief, the strategies are as follows:

1. Give customers something to dream about
   And apart from feeding their dreams and aspirations, also give customers something to keep them going. Offer programme members transparency in terms of what they can expect to achieve and ensure they receive plenty of 'sweeteners' on the route to attaining their chosen gift or service.
2. Become part of their world
   Offer members a wide range of gifts and services which are appropriate to their broader lifestyles and tastes. Blackout dates for redeeming free flights frustrate customers where there are no seats at the lower or even standard mileage levels.
3. Make the programme appealing to all members
   Allow redemption through a range of devices and tablets, not just PCs and Macs, and ensure that there is an attractive mix of both exclusive or aspirational and readily-attainable items.
4. Don't overlook lower-spending passengers
   Lower spenders, or less frequent flyers, arguably have the greatest potential for increased usage, so implement a programme that allows members to 'top up' their points with cash in order to access preferred rewards more quickly.
5. Keep in touch with programme members
   Have a clear strategy for communicating with members using a range of channels including newsletters, websites and email. Allow self-selection of preferred communication channels.

"No rewards programme, however well-researched, well-funded and well-intentioned, genuinely drives customer relationships and improves sales unless customers actually redeem their points," explained said Dan Martin, commercial product manager for Collinson Latitude. "The programme can only add value when they start redeeming, so it's vital for airlines to kick start that redemption habit as soon as possible. But with US$16 billion worth of rewards earned each year going unredeemed, it's clearly proving to be a hard habit to instil."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)