Thanks to reader Randy we have some real insight on “How Airlines Measure Loyalty Using Big Data & Analytics” and it has some remarkable findings and information.
One of the things that always makes me the most upset is when some flyers say something to the effect of:
I wish Delta would do away with these people who game the system to earn points.
Delta needs to do away with credit card elite points all together rewarding those who pay for tickets.
Well we now know for a fact:
“Mike Hecht from Delta noted that they don’t mind whether their customers are loyal due to credit card spend, or due to bum-in-seat flying – either way they’re being loyal and should be rewarded with status.” – smartdatacollective.com – BOLD MINE
And it goes much further as we well know. Today, even if you are a 1, 2 or 5 million miler this means nothing to Delta. Your upgrade is yes, dependent on your status primarily and then the fare, but we all know that “empty” seat is most likely to be sold for as little as $10 rather than reward your loyalty. That is – spending is what matters to Delta.
This spending is not limited to tickets or upgrades. Clearly Delta values the relationship with AMEX and Delta AMEX cards. But they also very richly value the monetary benefits all the partners bring. This is why you are constantly pushed and asked if your hotel and car reservations are all set or if Delta can help you. Partners matter.
This is also why so many partners that we could so benefit from are now blocked from us, that is, Delta has decided many earning partners like e-Rewards, Thanks Again and others including such useful tools like Award Wallet are now banned. They are clearly not providing the level of partner income and real value Delta requires. If they did, they would be open to us.
It is also interesting, again considering the smartdatacollective.com piece, how much I do that makes me of little value to Delta (and likely you, my dear reader, as well). We push to not over spend on award. We clearly are not stupid enough to flush the value of our SkyMiles on drinks in the Sky Club or Magazine etc. Keep this in mind when you think of just what your “real” value score is to Delta. Are you really doing all they want you to?
Lastly of interest to me is the “influence” score. We see Delta, especially on Twitter, is very quick to respond to those who have great influence on others. Clearly there is a great deal that will impact just how Delta views us all. Interesting times.
So has this information changed the way you interact with Delta or your perception of what value you bring to the company? – Rene
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