Loyalty Awards: the only awards voted for by loyalty professionals

This year’s Loyalty Awards went to Air Berlin, SAS and Swedish Rail. Air Berlin also received the additional distinction of the People’s Choice as voted by the delegates on site.

Air Berlin was recognised for its “My route” innovation, allowing elite members to designate one route of their choice on which they permanently earn double miles. SAS introduced a web-based technology, making highly individualised redemption suggestions to customers; matching their individual profile. Swedish Rail, finally, used its loyalty programme as key element in order to transform itself into a customer-centric organisation applying a far-reaching CRM strategy.

Commenting on Air Berlin’s success, Anita Hawthorne, Manager, Commercial Planning & Performance, Air New Zealand, one of the Loyalty Awards judges, remarked: “Air Berlin cleverly developed product innovation during a challenging commercial year – staying ahead of their customer status curve delivering both improved customer satisfaction and commercial return to Air Berlin.”
 
Andreas Koch, Director Miles & More Program- and Airlinepartnermanagement, Lufthansa commented on SAS’ award winning programme: “The key drivers in the FFP industry are segmentation and individualization. SAS EuroBonus has managed to combine these elements with innovative technology in their highly personalised MatchMe product.”
 
Swedish Rail’s loyalty programme was praised by Ajay Row, Vice President - CRM, Taj Hotels Resorts & Palaces: “In implementing its CRM strategy, Swedish Rail has done several things that are world-class, but what is perhaps most remarkable has been its transforming itself from a 150-year old public sector monopoly into a vibrant, dynamic, customer-centric organization with an incredibly sophisticated and successful customer loyalty program at its core within a very brief period of time.”

The Loyalty 2010 judges:
Andreas Koch, Director Miles & More Program- Airlinepartnermanagement, Lufthansa
Ajay Row, Vice President – CRM, Taj Hotels Resorts & Palaces
Anita Hawthorne, Manager, Commercial Planning & Performance, Air New Zealand
Ravindra Bhagwanani, Managing Director, Global Flight

Nominations for the 2011 Loyalty Awards will open in November this year.

 The Loyalty Award 2010 is sponsored by Sabre Airline Solutions.

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Previous winners

Air New Zealand was chosen by the 250 delegates at the 2009 event as the most outstanding loyalty programme. “Air New Zealand’s Airpoints loyalty programme combines the creative use of mobile and web technology to radically enhance its customer experience,” said Iain Webster, Loyalty Business Development Consultant, who was one of the Loyalty Awards judges. Read more here