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Venue

Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

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Friday, April 29, 2011

11:55 AM - 12:40 PM
Track: Loyalty and the Customer Experience View Track

CASE STUDY: WINNING CUSTOMERS BY THE MILES—DELTA AND AMERICAN EXPRESS RISE TO INDUSTRY CHALLENGES

Victoria Oakman, General Manager of SkyMiles Partnership Marketing, DELTA AIR LINES
David Rabkin, VP, Delta and Hotel Co-brands, AMERICAN EXPRESS

Achieving a three-point landing with airline customers can be an arduous task these days, as rising costs force major carriers to make difficult choices about the services they provide. But which are the right choices? Delta and American Express relied on their long-term relationship and the rich customer knowledge gained over the years to identify what was of the greatest value to their SkyMiles members. In this session, executives from Delta and American Express will discuss the delicate measures required to balance the ongoing needs of their best customers with the demands of rising costs in a competitive industry. This means constantly engaging their members through direct messaging, surveys, monthly mile reports and newsletters. But it also requires continued support from American Express and its support staff, as well as those at Delta to keep the joint program aloft.

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