Mktg relationnel
British Airways
Case study Digital Relationship Marketing (RM) Academy Extending the consumer journey with RM British Airways: Building brand, building loyalty
© 2009 Digital Strategy Consulting & Partners. All rights reserved.
Digital Training Academy
British Airways
Creating new reasons to buy
• Using seasonal promotions • Finding reasons to re-contact
customers
• Targeting high-value customers with
relevant messaging
• Building awareness of offers
© 2009 Digital Strategy Consulting & Partners. All rights reserved.
Digital Training Academy
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: Danny Meadows-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 added responsiveness and attention
© 2009 Digital Strategy Consulting & Partners. All rights reserved.
British Airways
Selling loyalty to BA miles
• Using eRM to boost key
Digital Training Academy From: 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 Club Members
business goals
• Promoting “Greater Part
Cash Part Miles flexibility for Executive Club Members”
© 2009 Digital Strategy Consulting & Partners. All rights reserved.
British Airways
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: Danny Meadows-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