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"At Least Kiss Me When You Do That!"
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 I qualified and was greatly disappointed that Delta did not acknowledge this for weeks. Ahh the challenges of triggered email campaigns!
So when I fell just short of requalification for 2008, I was fully prepared to be downgraded to Gold Medallion. Lo and behold it is late February and guess who is still a Platinum Medallion!?! Of course this is wonderful and keeps me engaged and loyal to Delta, but as a loyalty practitioner, it is compelling to point out where Delta is really missing out on a great opportunity.
When designing loyalty programs, one thing we look for is an opportunity to package and merchandise things that companies are doing that they are not getting proper "credit" for from their customers. Things that need a bit of romancing in order to bring them to life and create more customer value. We love the often cited line from "When Harry Met Sally" where Billy Crystal and Meg Ryan's characters are, let's say, beginning to engage in physical intimacy, and she says to him, "At least kiss me when you do that!"
Delta should consider kissing everyone that they soft land as they are not getting proper credit. Members might feel grateful and appreciative, but they also might be thinking that Delta made a mistake and thus it's only a matter of time before they're downgraded. Or worse they might not fully realize that their status is the same and switch carriers!
Whatever the reason (even if it is cost savings - i.e., by not having to re-fulfill credentials), Delta should take this opportunity to kiss its customers.
