Customised frequent flyer programs
Do you or your employees fly frequently on business? Then you’ll have heard about the frequent flyer programs offered by various airlines, but have you heard about PartnerPlusBenefit? With Lufthansa’s frequent flyer program for companies, employees can earn BenefitPoints for their corporate account, as well as additional miles for their personal Miles & More accounts.
Get to know PartnerPlusBenefit. Lufthansa's extensive free corporate bonus program offers small and medium-sized companies the opportunities to save on travel costs for business trips, while motivating employee productivity with incentive rewards such as: award flights, upgrades, lounge access, retail merchandise and travel vouchers.
Background information on this topic
Customer loyalty – A definition
Customer loyalty programs include all the measures a company takes to intensify and build a lasting relationship between suppliers and buyers, customers and clients. Here, the efforts of the company are not focused on attracting new customers, but on its already existing customer base. The purpose of customer loyalty is the achievement of repeat business transactions by building commitment and brand loyalty.
Customer loyalty success factors
Many companies consider the acquisition of new customers a key factor for economic success, even though the increased intensity of competition in many industries is leading to rising costs in acquiring them. In fact, studies show that from a statistical perspective, acquiring a new customer is seven times more expensive than efforts to keep an existing customer and motivate this customer to purchase from the company again.
Therefore, investments in systematic customer loyalty management should be a top priority. In addition, the full potential of a customer, such as high and stable profits and a good relationship, can only be fully realised over time.
Satisfied and loyal customers recommend the supplier to others, making this word of mouth marketing the cheapest form of advertising to gain new customers.
Tools for gaining customer loyalty
Customer loyalty programs have become ubiquitous and are offered across all industries by almost every major company. In particular, individual retail or service companies utilise these programs most frequently and effectively.
The most commonly observed instruments for customer loyalty are:
- Bonus program
Consumers receive a bonus, by earning miles or points, for example.
- Discount card
Customers are granted a direct discount on their purchase by presenting a corresponding card.
- Customer cards without regular incentives
The holder of such a customer card receives discounts or premiums only sporadically.
- Points-related promotions
Customers receive adhesive dots for purchases over a certain value, which can be exchanged for a reward at a later date.
The customer receives a bonus or a discount by presenting a coupon.
When choosing the right customer loyalty program, many factors must be considered. Here, the industry, the business model, the positioning, the operational and technical capabilities and the brand itself all play a key role.
Frequent flyer programs – Customer loyalty in the skies
Almost every airline currently offers a frequent flyer program. Here, frequent flyers benefit from the frequent use of the same airline through the receipt of flight and product awards and benefits that relate to their status.
Due to agreements between airlines or airline alliances, the use of other airlines is often recognised in a frequent flyer program, making the program even more convenient and beneficial for passengers. After all, it offers more options for earning points.
Many frequent flyer programs also work with other industries, such as car rental or hotel chains. This means that the use of their services is also recognised within the frequent flyer program.
Lufthansa’s frequent flyer programs
Lufthansa offers two large, free frequent flyer programs:
- Miles & More: The Lufthansa personal program for individuals
- PartnerPlusBenefit: The Lufthansa corporate program for companies