Airline passengers don’t learn how to redeem loyalty program rewards
Many airline loyalty programs are failing woefully to deliver on the intended purpose because members don’t realize how exactly to redeem the awards they accumulate. Today based on the 2019 Airline Loyalty Program Satisfaction Study released, nearly half (45%) of program members say they don’t learn how to redeem their miles and/or points. This insufficient understanding includes a significant negative influence on overall client satisfaction.
Following are some key findings of the 2019 study:
•Insufficient understanding program details negatively affects satisfaction: While overall industry satisfaction increases to 789 (on a 1,000-point scale) from 776 in 2018, airline loyalty program member satisfaction climbs 135 points when members learn how to redeem points and increases 129 points when members learn how to earn points. Yet, nearly half (45%) of general loyalty program members say they don’t completely learn how to redeem rewards and 43% say they don’t fully understand how exactly to earn miles/points.
•Recognition goes quite a distance toward building customer loyalty: Overall satisfaction scores increase 102 points when passengers’ names are employed by airline staff, yet this occurs just 35% of that time period. Similarly, overall satisfaction climbs 68 points whenever a known person in the airline staff recognizes a loyalty program member’s status through the booking, check-in, flight or departure. However, this happens over fifty percent (53%) of that time period.
•Most significant perks: Among specific benefits and rewards used through airline loyalty programs, discounts on airport and limousine services drive the most important upsurge in overall satisfaction (+102 points), accompanied by waiving same-day change fees (+95) and lowest rate guarantee (+94).
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•Increased mobile app use connected with higher satisfaction: Mobile app usage among loyalty program members has increased 10% in the past year, with 56% of program members reporting they have this type of mobile app on the smartphone or tablet. Loyalty members with mobile apps tend to be more satisfied overall (+70 points) than members minus the mobile app.
The 2019 Airline Loyalty Program Satisfaction Study measures member satisfaction with airline rewards and loyalty programs predicated on four factors (to be able worth focusing on): earning and redeeming rewards (34%); program benefits (27%); account management (24%); and member communication (15%). The scholarly study is founded on 3,188 responses from rewards program members and was fielded in August-September 2019.
JetBlue Airways TrueBlue, with a score of 821, year ranks highest in overall member satisfaction for a third consecutive. Southwest Airlines Rapid Rewards (812) ranks second and Alaska Airlines Mileage Plan (810) ranks third.