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It's the Customers, Stupid

Friday, 31 October 2008
The path to growth and success is through customers. Marketing to existing customers rather than other focusing on acquisition is proven to be more profitable. As simple as this sounds, not everyone gets it.

More on the Decline and Fall of Frequent Flyer Mile Values

Tuesday, 19 August 2008
Our thoughts on the devluation of frequent flyer miles is echoed in an article from The New York Times.

By Invitation Only

Tuesday, 12 August 2008
Unpublished loyalty programs and exclusive customer benefits are examples of effective customer marketing strategies that allow brands to more meaningfully connect with customers.

Frontier Does it Right

Tuesday, 12 August 2008
Frontier Airlines provides a good and timely example of an airline communicating with its customers.

More Frequent Flyer Program News

Thursday, 7 August 2008
American Airlines announced some changes to AAdvantage following a review similar to Delta's. Frequent flyer programs are changing, some more and better than others.

The Opportunity for Integrating PR and Customer Communications

Monday, 4 August 2008
Delta's recent SkyMiles changes, announced to the press and not to SkyMiles members, illustrates how far companies still need to go in thinking about customers first.

Do the Math: The Continuing Decline In The Value Of Frequent Flyer Miles

Saturday, 2 August 2008
The changes being made to frequent flyer programs such as Delta SkyMiles are devaluing frequent flyer miles.

Saying Thank You to Customers

Monday, 23 June 2008
Saying thank you to customers is one thing. Getting customers to thank you is something entirely different, and a much more noble endeavor in terms of loyalty marketing.

"Loyalty Is Expensive"

Sunday, 27 April 2008
Loyalty is not expensive if you consider that you can directly measure its impact on revenue and profitability.

"At Least Kiss Me When You Do That!"

Wednesday, 20 February 2008
As readers of this blogue know, last year I qualified for Platinum Medallion (elite) status in Delta Air Lines SkyMiles for the first time.  Being a bit of a loyalty "geek" (as you might expect), I knew the exact flight on which&n

The Emperor Now Has Clothes

Sunday, 17 February 2008
Introducing Comp Customers, a better metric for tracking retailer performance.

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Frontier Does it Right

« H E email
posted Tuesday, 12 August 2008

With all the new fees and frequent flyer program changes going on, it's refreshing to see an airline doing the right thing and communicating directly with its customers rather than relying on the media.  Today Frontier Airlines sent an email to its Early Returns members from their President and CEO, Sean Menke.  It is a good but all too uncommon example of an airline thinking about and communicating with its customers.

The timing is pretty good, as in USA Today there was a big story on the increasing financial pain being shared with (inflicted on) passengers by the airlines.

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comments (1)


1. Todd Wilson left...
Wednesday, 27 August 2008 8:02 pm

While Frontier's online CRM program is a little lacking overall, this is a great example of how they continually take the interests of their most loyal customers and their brand into consideration. Their Early Returns program is still one of the best and easiest in the country.

Most airlines as they continue to roll out their "unbundling" of services are pounding their own brands by making buying a seat more complicated than trigonometry (with the clear exception of Southwest, and kudos to them for keeping it simple). Unbundling makes sense to the internal financial teams, but no amount of spinning it as "giving fliers more options" is going to make it pretty. It's still lipstick on a pig. Frontier (and others) would be wise to keep it simple as well.