For a number of years now Delta has bragged up being “a” U.S. News Best Travel Rewards program. They are not “THE” best because they have been behind Alaska’s program every single time.
Well, Delta wants to change that with a new hire.
They say, in a job posting on Delta.com this past week, that: “For three years in a row, U.S. News and World Report named SkyMiles a Best Travel Rewards Program in the #2 spot, but we want more.”
How are they saying they are going to go about this task of replacing Alaska at the top spot? Take a look at what “they” think will do that. They want someone who will “… support Member acquisition growth, deepen their interaction with Delta through targeted promotions, and manage performance tracking for loyalty metrics.”
Like most of us frequent flyers, I have an Alaska account and earn their points when I can. We should keep in mind Alaska still has published award charts (novel idea, right?), and just about everyone in the blogosphere respects the program. So now to SkyMiles.
Delta wants “acquisition growth” i.e. more SkyMiles members. Clearly, if you want to be number one you need lots of members. How do you get more?
Delta is planning for “targeted promotions“. Sigh. There is almost NOTHING more frustrating than seeing on the blogs a promotion from Delta you would like to be a part of but you get “a rock.” So if you are following along, step two will be to frustrate a bunch of existing SkyMiles members when they cannot be part of some new Delta promotion. I am sure that will work out well.
Delta is / will keep “tracking [our] loyalty metrics“. Delta is a pro at big data and you are your score if you will (yes you can look at some of the raw numbers if you want and Firefox browser tends to display the numbers the best). But Delta, as with step two, is going to go after those of us whom they deem valuable.
The rest of the job posting is what we have come to expect from Delta that is drive spend, drive revenue, drive value to Delta — not to SkyMiles members (unless you are giving to Delta that is).
Will any of the hard work by the new SkyMiles Project Manager push Delta to U.S. News #1? I can not see how? Nor will any of the many nasty devaluation moves Delta has made to SkyMiles during COVID drive them to be #1 in anyone’s eyes.
What will it take then to “Save SkyMiles” 2.0? Let’s save that for a bit of a rant I have for next week, shall we? – René
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