9th August, 2021
Different fundamentals of airlines’ and loyalty businesses must be delved into and one should work out ways to translate loyalty into desirable business outcomes.
Speaking about the same at the Mega Event Asia-Pacific Symposium today, Paul Smitton, Director Customer Lifestyle at Cathay Pacific Airways, said “Harnessing customer loyalty translates into tangible business outcomes for the entire group.”
Even though the group took a number of loyalty-related initiatives, including one before and during the Covid19 pandemic, as Smitton underlined, the positive outcome revolved around the loyal customer. He referred to the significance of “deeply understanding” customers and making an attempt to “think like the customer”. He spoke about the communication strategy, sustaining relevance and building engagement in the travel downturn. “It’s important to remind members to keep believing, travel will come back,” he said.
“Customers look for a loyalty program that offers desirable, accessible and achievable rewards from a program with simplicity and integrity,” he said. “Travel is a highly desirable reward. It’s about a value exchange and relationship.”
“Our program is a customer ecosystem to maintain relevance and grow alternative revenue streams,” said Smitton, who referred to the importance of a strong airline brand and desirable currency that creates a desirable symbiosis.
By Ritesh Gupta
Ai Team
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