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Digital Training Academy

British Airways
Case study Digital Relationship Marketing (RM) Academy Extending the consumer journey with RM British Airways: Building brand, building loyalty

© 2009Digital Strategy Consulting & Partners. All rights reserved.

Digital Training Academy

British Airways

Creating new reasons to buy
• Using seasonal promotions • Finding reasons to re-contactcustomers
• Targeting high-value customers with

relevant messaging
• Building awareness of offers

© 2009 Digital Strategy Consulting & Partners. All rights reserved.

Digital TrainingAcademy

British Airways

Changing brand perceptions
• Tackling the issues of

From: British Airways Executive Club [mailto:BAExecutiveClub@my.ba.com] Sent: 11 September 2008 18:05 To: DannyMeadows-Klue @ Digital Subject: Yesterday at T5…

speed of check-in with clear evidence
• Using customers to

provide testimonials
• Sending messages that

are so timely they enjoy addedresponsiveness and attention

© 2009 Digital Strategy Consulting & Partners. All rights reserved.

British Airways

Selling loyalty to BA miles
• Using eRM to boost key

Digital Training AcademyFrom: British Airways Executive Club [mailto:BAExecutiveClub@my.ba.com] Sent: 21 October 2008 18:46 To: Danny Meadows-Klue @ Digital Subject: Greater Part Cash Part Miles flexibility for Executive ClubMembers

business goals
• Promoting “Greater Part

Cash Part Miles flexibility for Executive Club Members”

© 2009 Digital Strategy Consulting & Partners. All rights reserved.

BritishAirways

Boosting loyalty to programme
• Giving people reasons

From: British Airways Executive Club Academy Digital Training [mailto:BAExecutiveClub@my.ba.com] Sent: 11 November 2008 22:02 To: DannyMeadows-Klue @ Digital Subject: You‟re invited to enjoy Gold status with Starwood Preferred Guest

to engage
• Delighting loyal

customers
• Building brand image

and good will
• Creating...
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