16. This allows you to
segment your customers into
different groups
17. Engagement
(points redemption)
Low High
Low Not worth pursuing? Encourage to redeem
High Keep in touch Love them!
Frequency of Flying
For example, some airlines are already
segmenting their customers like this:
24. But you may recognise some of these
5 common
customer groups
25. CUSTOMER 1
l This customer travels on long haul
flights at least once a month
l They earn a free trip easily and
accumulate points rapidly
l They see value from your program,
but only see the rewards as a way to
get free trips…
l So their custom may be at risk, if
made aware of a program with better
opportunities
26. CUSTOMER 2
l Travel four or five times a year
l It takes them quite a long time to
collect enough points to redeem
something like a free flight
l They find it difficult to see the
value in your program – and
probably don’t feel connected or
loyal to your brand
27. CUSTOMER 3
l Travels reasonably frequently
for business
l A passive collector – they accumulate
points but are not engaged in
the program
l This customer does not actively
choose your brand
l Due to the time spent travelling for
business, points towards a free flight
will not motivate them to engage
28. CUSTOMER 4
l Only travel once or twice a year but
accrues points whenever possible
l In the short term, this customer
does not appear important…
l However, due to their age you
want to get them invested in your
brand as could end up being a
life-long advocate
29. CUSTOMER 5
l Customers with busy schedules
l They need to book seats on specific
flights and do not have time to wait
for a reward seat to become available
l Participating in your program
can often be a frustration for this
customer
30. These are 5 very different
customer groups
and there may be many more
31. So how can you keep them all
happy and engaged?