Monday, April 19, 2021
Techiexpert.com
No Result
View All Result
  • Login
  • Register
  • Home
  • Tech news
  • Startups
  • AI
  • IOT
  • Big Data
  • Cloud
  • Data Analytics
  • ML
  • Blogging
Techiexpert.com
No Result
View All Result

Business of Loyalty: Using Big Data to Measure Sentiment Across Loyalty Programs

Srikanth by Srikanth
August 7, 2017
in Big Data
Reading Time: 3 mins read
A A
0
Business of Loyalty Using Big Data to Measure Sentiment Across Loyalty Programs2
9
SHARES
127
VIEWS
Share on FacebookShare on Twitter

Loyalty programs used to have a different meaning once upon a time when the new travellers were always the target of all discounts and offers. However, as time has shifted, businesses have understood that the customers who shell out more for the products are more likely to be loyal to the brand and hence, rather than volatile newcomers, the attention has been shifted to constant customers. Having said that, the world takes a minute to pose upside down in the business universe.

Hence, understanding the shifting customer sentiment with such trimming of loyalty rewards have played a major role in deciding how and what the royalty program should be. In the age of big data, even happiness and unhappiness can be quantified. This is hardly far from truth as a recent study reveals that aggregation of data across channels to measure the unhappiness of loyalty programs can help you understand where you are going wrong.

An example through an airlinesBusiness of Loyalty: Using Big Data to Measure Sentiment Across Loyalty Programs

The study focused on the Marco Polo program introduced by Cathay Pacific airlines. This loyalty program underwent a significant change during 2015 and a study of its effectiveness was required. Hence, the study took upon the analysis of 13000 members, that too of elite band. The study, quite obviously, sought to understand the reasons of unhappiness and departure from the program.

ADVERTISEMENT

However, the understanding was not straight forward and probably, it is here big data has intervened in the most important manner to provide insight that cannot simply be derived from intuition. Big data helped locate what are the kinds of shifts that may result in the loss of a loyal customer. So, if you could see any of the following utterances, you may need to act fast or you will be one customer less.

The finds of the study

The study showed that whenever a particular airlines is frequently mentioned all of sudden, it is likely to have a negative impact on the existing company. Similarly, if a customer starts enquiring about another airline, the individual is likely to switch programs. In fact, only 10 percent of the total number of elite members had defected from the program after the changes. Surely, it goes without saying that while the study is limited to a particular airlines, such study may well be conducted across various other careers.

In fact, there has been clear cases of customer disillusionment with this sudden change in policy as the loyal but not-so-elite customers immediately shifted to new airlines. Often, customers complain regarding the elitist nature of rewards and the few award positions handed out to the customers. Merged airlines, for example, often lessen award positions and often, the quality of service shifts drastically.

Changing times in airlines

Drop of standards, accompanied by increased passenger discomfort are some of the key factors in turning the loyal customer against you. Hence, once passengers understand that the benefit is reserved for the elite and the basic economy fares come with almost no facilities, there can be a mass exodus. Hence, targeting the elites only may well be a dangerous ploy, unless your customer base is dominated by this class. Hence, expenditure-based programs can lead to shrinking customer base and the lack of customer care in general.

Unless that is your strategy, you should understand that loyalty programs are not an either-or scenario where you either favour the budget traveller or the elite member. Rather, providing the right benefits to the particular section of people can help you keep both sections happy and let your business grow. Follow the insights of big data and your airlines will no longer face the wrath of customers.

Tags: BigData usecases
Share4Tweet2Share1Pin1
Srikanth

Srikanth

Passionate Tech Blogger on Emerging Technologies, which brings revolutionary changes to the People life.., Interested to explore latest Gadgets, Saas Programs

Related Posts

What is model risk management?
Big Data

What is model risk management?

by Srikanth
April 13, 2021
How China's big data market to exceed $10 billion
Big Data

How China’s big data market to exceed $10 billion

by Srikanth
March 31, 2021
Big Data in Hospitality Sector
Big Data

Big Data in Hospitality Sector

by Srikanth
March 29, 2021
Global Big Data Analytics Market Fueling Artificial Intelligence 2020 Predictive Analytics and Security Applications Present Key Growth Opportunities
Big Data

Global Big Data Analytics Market Fueling AI Predictive Analytics and Security Applications Present Key Growth Opportunities

by Srikanth
March 15, 2021
WHAT ARE THE BIG DATA CHALLENGES FACED BY BUSINESS ENTERPRISES
Big Data

14 Big data Challenges Faced By Business Enterprises

by Srikanth
February 2, 2021

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms & Conditions and Privacy Policy.

Latest Stories

Vymo collaborates with Microsoft to power its intelligent personal assistant
Tech news

Are intelligent toilets worth the money?

by Sony T
April 19, 2021
Role of cryptocurrency and Blockchain in changing Entrepreneurship
Tech news

How can bitcoin prompt companies to waive off the losses and enjoy good profits?

by Sony T
April 19, 2021
4 Major Threats Faced by Crypto System! 2
Tech news

4 Major Threats Faced by Crypto System!

by Sony T
April 19, 2021
How artificial intelligence assists in improving customer experience
Tech news

How artificial intelligence assists in improving customer experience

by Sony T
April 19, 2021
Load More
Techiexpert.com

© 2020 All Rights Reserved

  • Terms of use
  • Privacy Policy
  • About Us
  • Contact us
  • Write For Us
  • Cookie Policy

  • Login
  • Sign Up
No Result
View All Result
  • Home
  • Tech news
  • Startups
  • AI
  • IOT
  • Big Data
  • Cloud
  • Data Analytics
  • ML
  • Blogging

© 2020 All Rights Reserved

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

*By registering into our website, you agree to the Terms & Conditions and Privacy Policy.
All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.
Newsletter ?

What is Expected ?

  • Newsletter
  • eBooks
  • Tech Reports
  • Infographic
  • Webinar
  • Event Tickets
We would like to show you notifications for the latest news and updates.
Dismiss
Allow Notifications