Frequent flyer programs – Personal & corporate rewards
Are you, your colleagues or your employees frequent flyers? Then you’ll have heard about the numerous frequent flyer programs offered by various airlines, but have you heard about PartnerPlusBenefit? With Lufthansa’s loyalty program for companies, employees earn BenefitPoints for the company account as well as additional miles for their personal Miles & More accounts.
The PartnerPlusBenefit program offers small and medium-sized enterprises (SMEs) unparalleled opportunities to save on costs for corporate travel while simultaneously motivating employees with rewards such as award flights, upgrades, FlyNet vouchers, lounge access, retail products and more.
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. 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. Infact, 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 tapped in time.
Additionally, satisfied and loyal customers recommend their supplier to others – making this the cheapest and easiest form of marketing to gain new customers.
Customer loyalty tools
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.
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 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 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, product and benefit awards 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 inclusive. After all, it offers more options for earning more points.
Many frequent flyer programs also work with other companies in related 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 frequent flyer program
Lufthansa offers two large, free frequent flyer programs:
- Miles & More: The Lufthansa frequent flyer program for individuals
- PartnerPlusBenefit: The Lufthansa corporate loyalty programme for -businesses