Frequent flyers – PartnerPlusBenefit and Miles & More
Do you or your employees fly frequently on business trips? Then no doubt you’ll have heard about the frequent flyer programs offered by various airlines. But have you heard about PartnerPlusBenefit? Lufthansa’s frequent flyer program for companies, PartnerPlusBenefit, allows members to earn BenefitPoints for their company account, while simultaneously earning miles for their personal Miles & More accounts.
Get to know PartnerPlusBenefit. Lufthansa's extensive free corporate bonus program offers small and medium-sized enterprises unprecedented opportunities to save on travel costs for business trips while motivating employee productivity with award flights, upgrades, vouchers 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 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.
In response, investments in systematic customer loyalty management should be a top priority for companies. Additionally, the full potential of a customer, such as high and stable profits and a good relationship, can only be fully tapped over time.
Satisfied and loyal customers often recommend the supplier to others – making this word of mouth the cheapest 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 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 programme – a good example of customer loyalty
Almost every airline currently offers a frequent flyer program. Here, frequent flyers benefit from the frequent use of the same airline through receipt of flight and product awards and benefits related 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 attractive and convenient for travellers. After all, it offers more options for earning points.
Many frequent flyer programs work in partnership with other companies, 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 bonus program for businesses