Taking Frequent Flyers To New Heights

Emirates’ phenomenal growth in destinations and passenger numbers is well known, but just as astonishing is the growth of its frequent flyer programme – Skywards. We have been working with Skywards to develop their CRM strategy to help them increase the value of this incredible asset to their business.

Together, we developed a customer lifestage model and used the insights to create a triggered and programmatic communications programme to engage members at all stages of their relationship with Emirates. We also created a measurement framework and dashboards to evaluate and optimise activity and determine ROI. Together we are now looking beyond the initial CRM remit to help evolve the Skywards proposition moving forward.