How does Alaska Airlines build customer loyalty?
When you hear Greg’s thoughts, you know you’re talking to an industry veteran. Alaska Airlines is well known for having very loyal customers, partly due to the rewarding loyalty program that they have, but there are many other factors, as I discovered. Greg reveals that Alaska Airlines is religious about focusing on its primary brand differentiators, which drive customer loyalty, such as its caring customer service (for which the airline has won numerous awards.) Moreover, since what gets rewarded gets done, employees were rewarded at least $900 each last year, when customer service metrics were met. Alaska Airlines also involves its customers in being part of the brand – literally. Senior executives are in close touch with the frequent fliers, they have customer panels, and recently even got a student to design a plane’s livery through a “Paint-the-plane” competition! And passengers then return all this love back, by choosing the airline over its competitors.
