IBM商业白皮书-客户真的忠诚吗？让交通运输客户忠诚度培育项目更具价值、相关性和差异化.pdf

IBM Global Business Services IBM Institute for Business Value Travel and Transportation Committed customers or captives? Making travel loyalty programs more valuable, relevant and differentiating IBM Institute for Business Value IBM Global Business Services, through the IBM Institute for Business Value, develops fact-based strategic insights for senior executives around critical public and private sector issues. This executive brief is based on an in-depth study by the Institute’s research team. It is part of an ongoing commitment by IBM Global Business Services to provide analysis and viewpoints that help companies realize business value. You may contact the authors or send an e-mail to iibv@ for more information. Committed customers or captives? Making travel loyalty programs more valuable, relevant and differentiating By Brian Goehring, Anand Janardhan and Maureen Stancik Boyce Customer loyalty programs have suffered as travel providers have been hit with multiple challenges over the past few years – bankruptcies, skyrocketing fuel prices, new imperatives from private equity owners, an increasing number of competitors and deteriorating customer satisfaction. As a result, the industry risks further commoditization, while other industries continue to innovate. Many travel customers feel “trapped,” remaining loyal primarily to avoid losing status 1 and accumulated rewards. How can travel companies replace reluctant allegiance