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London, January 23 2012
ICLP calls on loyalty operators to make the leap from insight to innovation
London, November 17 2011
ICLP, the global leader in loyalty marketing, is calling on brands in all sectors to match the innovative thinking of top e-tailers or risk seeing their loyalty strategies become outdated and overlooked.
ICLP’s managing director Mignon Buckingham says: “The world is changing fast. Brands need to change fast too and rise to the challenge of ever-increasing customer expectations. Traditional points and miles alone are no longer strong enough to drive customer loyalty.
“Customer-centric e-tailers like Amazon have, for example, introduced many customer relationship techniques that demonstrate the power of suggestion. The proven success of recommending purchases and activities, based on previous interactions, shows how easily the customer experience can be personalised to encourage loyalty. Equally, brands need to embrace the complex, interconnected benefits of the evolving social media world. Customers already love and include online social communities in their everyday lives. Brands that understand how they can play a more significant role within their customers’ social communities can create greater emotional connections. Brands must find innovative ways to add even greater value in these channels to increase their customers’ loyalty.
“From airline frequent flyer programmes through to B2B reseller programmes, many loyalty strategies have not progressed from outdated legacy business models. If brands fail to innovate consistently, and fail to find ways to differentiate their customer relationships from competitor offerings, they risk losing vital customers.”
Stuart Evans, general manager of ICLP UK, adds: “The frustration is that many companies, from financial services organisations, supermarkets and utilities providers through to airlines and hotels, already hold a vast amount of data and information on their customers. But they are not making the creative leap from insight to innovation. Fuel and air alone do not make a fire; to create unique customer value, you also need a spark.
“Listening to customers is a starting point, of course, but not always enough. Henry Ford once commented that had he asked his customers what they wanted, they would have just said a faster horse. Loyalty and marketing professionals in all industries need to show Ford’s foresight in understanding what the customer wants and then exceed those expectations with an innovative new proposition. In fact, the e-tailer ‘recommendation’ technique perfectly illustrates the point, highlighting to customers products that they might want but just not be aware of yet.”
Buckingham concludes: “We’re practising what we preach at ICLP, which includes revamping our website – relaunched today (www.iclployalty.com) – to include much more of the detailed and informative content for which the market and our customers have been asking. As well as the improved look and feel, we have also listened to the loyalty and marketing community and used this insight to evolve our thinking and ensure the website delivers a global hub of loyalty intelligence.”
About ICLP:
Dedicated to loyalty since 1987, ICLP is a worldwide leader in loyalty marketing and customer relationship management. ICLP offers a full range of B2B and B2C loyalty services – determining strategies, uncovering insights, engaging customers across multiple touch points, and delivering and operating loyalty programmes.
With a unique mix of experience, innovation, expertise and passion, ICLP has helped over 300 clients in 45 countries, across multiple industry sectors, to develop greater loyalty and more profitable customer relationships.
ICLP has offices in 17 key locations in 15 countries across six continents. ICLP is part of The Collinson Group, a privately-owned and independent organisation acknowledged as a global leader in specialist travel membership, insurance and marketing products and services.
Twitter: @ICLP_Loyalty
For more information, please contact:
David Langton
ICLP Global Marketing & Communications
T: +44 (0)20 7422 5515
E: david.langton@iclployalty.com
JetBlue names Stromer as VP, customer connections
London, November 11 2011
JetBlue Airways has appointed Michael Stromer to the newly created role of vice president, customer connections.
Stromer, formerly director, e-commerce and interactive marketing, will report to Marty St. George, senior vice president, marketing and commercial strategy.
He will oversee the airline's corporate social responsibility, e-commerce, and loyalty teams, said the airline.
BA to roll out cabin crew iPads across fleet
London, November 9 2011
British Airways is providing its cabin crews with Apple iPads holding consumer records of passengers to personalise the onboard service.
After trialling the tablet computers with 100 flight attendants over the past three months, the
Around 2,000 senior cabin crew members will be given a second generation iPad with customised software holding passenger data such as previous travel arrangements, special meal requirements, who they are travelling with, passenger loyalty scheme status and onward travel plans.
Such details have until now been given to the cabin crew on paper before each flight.
The computers will be updated before departure using 3G technology.
Conversely, any customer service issues during a flight can be sent on to ground-based personnel as soon as the aircraft arrives and the equipment re-connects to the network.
In addition to the passenger data, the computers hold general information such as timetables, safety manuals, customer service updates and destination guides.
Frank van der Post, BA's managing director of brands and customer experience, said that "our crew worldwide will be able to offer a premium and more thoughtful onboard service to customers in every cabin".
American and Kingfisher enter frequent flyer agreement
London, November 3 2011
American Airlines and India's Kingfisher Airlines have entered a frequent flyer agreement, allowing the loyalty programme members of both carriers to earn and redeem their miles.
Under the deal, American's reward members can earn miles on Kingfisher's domestic and international services, while Kingfisher members can earn miles on American Airlines flight globally, said the American carrier in a statement.
Kingfisher is expected to join the Oneworld alliance in early 2012, the statement added.
"Kingfisher's addition will expand Oneworld's network to 800 destinations in almost 150 countries," said American Airlines.
Kingfisher said on 6 October that Oneworld will give the carrier an opportunity to expand its premium market.
The Indian carrier made the comment in a statement defending its decision to pull out of India's low-cost market and focus on its premium business, which it hopes will generate higher yields and build the company's brand.
