It’s hard to imagine today’s airline industry without loyalty programs. They are vital to keeping customers engaged and standing out from competitors. However, implementing or upgrading a loyalty system can be challenging, especially with legacy systems, complex data, and a global customer base. But what if you could launch a fully functional loyalty system much faster than expected?
That’s exactly what we achieved with Azerbaijan Airlines, rolling out their enhanced loyalty program in just five months. Continue reading to discover actionable tips and best practices for airlines looking to implement or upgrade their loyalty programs quickly and efficiently.
Start with a Clear Vision and Scope
Implementing a loyalty system isn’t just about picking the right technology; it’s about having a clear strategic vision. Before diving into any technical details, it’s important to define the program’s goals and what you aim to achieve with the new system.
Ask yourself:
- Are you looking to increase customer engagement through more personalized offers?
- Do you want to optimize operational efficiency by automating manual processes?
- How will you scale the program to accommodate growing membership?
For example, Azerbaijan Airlines wanted to modernize their Azal Miles loyalty program to enhance customer experience, while also streamlining the management of 200,000+ members. By having a clear vision from day one, we were able to stay aligned throughout the project and focus on rapid, impactful outcomes.
Pro Tip: Create a project scope document that outlines your objectives, key deliverables, and timeline. Keep it lean and flexible to accommodate any last-minute changes.
Choose a Modular, Scalable Platform
When it comes to airline loyalty programs, a one-size-fits-all solution rarely works. Airlines need loyalty platforms that are customizable and scalable. This is where a modular system can make all the difference. Instead of trying to implement a bulky, all-in-one solution, opt for a platform that allows you to pick and choose the modules you need.
In our case with Azerbaijan Airlines, we implemented the Comarch Loyalty Management in a modular way, focusing on three key components:
- Business Administration
- Contact Center
- Data Hub
By implementing the most crucial features first, we were able to meet the airline’s immediate needs while leaving room for future enhancements.
Pro Tip: Look for a platform with a modular architecture. This will allow you to launch key features quickly while giving you the flexibility to add more functionality as your program grows.
Align Your Teams for Speed and Collaboration
Successful implementations rely on strong collaboration between your internal teams and external partners. The more aligned everyone is, the faster the project will move.
At Comarch, we’ve found that working closely with client teams right from the scoping stage helps us identify potential bottlenecks early and tackle them head-on. For the Azal Miles project, our team worked in tandem with Azerbaijan Airlines’ IT and marketing departments, ensuring that technical, operational, and customer experience aspects were covered from all angles. Weekly check-ins kept the entire team on track.
Pro Tip: Establish a core project team that includes both technical and business stakeholders. Regular check-ins and clear communication channels can significantly accelerate your project timeline.
Prioritize Data Migration and Integration Early
Data migration and system integration are two of the most time-consuming aspects of implementing any new loyalty program. This is especially true for airlines, which typically operate with vast amounts of customer data across multiple touchpoints—bookings, flights, and partner services.
To avoid delays, prioritize data migration from the very beginning. Set aside enough time to map out your data fields, clean the data, and ensure compatibility between the old and new systems. For Azerbaijan Airlines, the smooth integration of the Data Hub allowed them to centralize their customer data and provide a more seamless loyalty experience across all touchpoints.
Pro Tip: Start with a small pilot of data migration and testing to identify any gaps early on. This will prevent costly and time-consuming issues down the line.
Fast-Track Testing and Rollout with Agile Methodologies
Agility is key to getting your loyalty system off the ground quickly. Instead of following a traditional, linear approach, consider implementing your system in phases using agile methodologies. By breaking the project into smaller, manageable parts, you can test individual components before rolling them out on a larger scale.
For Azerbaijan Airlines, we implemented the loyalty system in phases, testing each module individually to ensure a smoother final rollout.
Pro Tip: Utilize agile project management techniques such as sprints and iterative development. This way, your team can quickly adapt and deliver incremental progress without sacrificing quality.
Post-Launch Optimization and Support
Launching your loyalty program is just the beginning. Once your system goes live, continuous monitoring and optimization are essential to maintain performance and adapt to evolving customer needs. This is particularly important for airlines, where loyalty programs must evolve to keep up with shifts in travel behavior and partnerships.
After the launch of Azerbaijan Airlines’ loyalty system, we’ve been providing ongoing support to help them fine-tune the program based on real-time feedback. We can make quick adjustments and improvements to ensure the program continues to meet its goals beyond the initial implementation.
Pro Tip: Establish a post-launch plan that includes regular performance reviews, customer feedback analysis, and system updates to ensure your loyalty program remains competitive.
Conclusion: Speed with Precision
Implementing an airline loyalty system in record time is no small feat, but it’s achievable with the right strategy, tools, and team alignment. Our experience with Azerbaijan Airlines demonstrates that even large-scale loyalty programs can be deployed quickly and effectively, provided you prioritize collaboration, modularity, and agility.
For any airline looking to enhance customer engagement and drive loyalty, these best practices can help you navigate the complexities of implementation while keeping your timelines intact. For expert guidance, contact the Comarch team — we’re here to walk you through the project, not just at launch but for years to come.
Iana Filinova, Key Account Manager at Comarch
Iana.Filinova@comarch.com
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