Embracing the Social Element in the Loyalty Programs

With the rise of social media, companies need to redesign the current structure of loyalty programs and integrate the social element to offer enhanced customer experience. Organizations can then reward not just the high value customers based on the transaction amount but reward social advocates as well.

Loyalty program, also known as FFP (Frequent Flyer Program), is one area which has shown tremendous growth, since first such initiative was launched 30 years ago. In order to stay relevant in today’s context, airlines need to make some design changes in the current structure of loyalty programs. One exercise in this direction which will define the future is Social Loyalty – Effort towards rewarding not just the high value customers based on the transaction value but rewarding brand advocates as well. This change in design of existing loyalty programs will ensure that the brand evangelists are motivated enough to post good reviews and share their experiences with the brand at various social forums.