Frequent flier programs were invented to drive customer loyalty. But a J.D. Power survey shows lots of frequent fliers are confused by changes at the Big Three U.S. airlines that have made loyalty programs less rewarding for most customers.
If you want to be completely satisfied with the way your preferred airline treats you as a high mileage member of their frequent flier/customer loyalty program, you probably should avoid the Big Three U.S. carriers: American, Delta and United.
"This is the third year in a row that we’ve seen airline loyalty program customer satisfaction hampered by a widespread lack of understanding of how to extract the most value from the programs," said Michael Taylor, who lead’s J.D. Power’s travel intelligence group."Many airlines are evaluating the success of their loyalty programs based on dollars spent by travelers rather than on miles flown.
Southwest Airlines, which actually carriers more domestic passengers than any other airline placed second in the category. Its Rapid Rewards loyalty program had an index score of 812. And Alaska Airlines’ Mileage Plan program was close behind with a loyalty program satisfaction index score of 810. Thanks to the global reach of their route networks the big U.S.-based global carriers have such large customer bases and loyalty programs that they apparently feel they don’t have to provide unique or extra services or benefits to their frequent fliers, or to deliver services with a special flair in order to retain their frequent fliers’ loyalty.
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