Frequent flyer programmes – It’s just good business
Do you or your employees fly frequently on business trips? Then you’ll have heard about the frequent flyer loyalty programmes offered by various airlines, but have you heard about PartnerPlusBenefit? With Lufthansa’s frequent flyer programme for companies, employees earn BenefitPoints for the company as well as additional miles for their personal Miles & More accounts.
Get to know how PartnerPlusBenefit can benefit your company. Lufthansa's extensive free corporate bonus programme offers small and medium-sized enterprises unprecedented opportunities to save on travel costs for business trips and to motivate employees with award flights, upgrades, vouchers and numerous more rewards.
Background information on this topic
Customer loyalty – a definition
Customer loyalty programmes include all the measures a company takes to intensify and build a lasting relationship between suppliers and buyers. 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 factor
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 encourage this customer to repeatedly 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 their supplier to others – making this the cheapest form of marketing to gain new customers.
Various tools for gaining customer loyalty
Customer loyalty programmes have become ubiquitous and are offered across all industries by almost every major company.
In particular, individual retail or service companies utilise these programmes most frequently.
The most commonly observed instruments for customer loyalty are:
- Bonus programme
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 programme, 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 programme – customer loyalty
Almost every airline currently offers a frequent flyer programme. Here, frequent flyers benefit from the frequent use of the same airline through receiving flight and product awards and benefits related to their frequent flyer 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 attractive and convenient. After all, it offers more options for earning points.
Many frequent flyer programmes also work with other related industries, such as car rental or hotel chains. This means that the use of their services is also recognised within the frequent flyer programme.
Lufthansa frequent flyer programme
Lufthansa offers two large, free frequent flyer programmes:
- Miles & More: The Lufthansa frequent flyer programme for individuals
- PartnerPlusBenefit: The Lufthansa corporate bonus programme for small and medium-sized businesses