And here's another:"We're on record here as supporters of the Big Three U.S. airlines migrating their loyalty programs from mileage-based to revenue-based earning structures. Grumbling and entitlements aside, the changes preserve the long-term financial health of the programs and re-focus them on the airlines' core constituency of high-revenue best customers."
But in The Wise Marketer's latest piece, Rick Ferguson (in a somewhat contradictory manner), appears to question whether the new program strategy is 100 percent perfect. In the spirit of fostering discussion and debate, The Wise Marketer has invited me to provide an additional perspective and some different insights."Those of us in the loyalty industry have long understood that the move to revenue-based earning was overdue; the legacy programs had grown too massive, and the program liability too untenable, for the airlines to continue to offer every flyer a mile per mile flown."
David Feldman is Director, Loyalty and Reward Program Strategy at Catchit Loyalty.
Want to stay on top of global trends, best practices and industry news in loyalty marketing?
Subscribe here for the FREE Wise Marketer weekly newsletter