I’ve written about the importance of infatuation as a component to any successful business strategy as well as its extreme effect when infatuation tilts towards fanaticism. But what happens when companies or even entire industries seemingly go out of their way to sever the emotional connection with a large group of customers? Here’s what such a move can look like as described in a recent article about planned changes to frequent flyer programs at major US airlines.Via BusinessWeek:
The changes for both United and Delta, which will take effect on Jan. 1, 2015, mark a long-awaited shift in the way the industry measures customer loyalty. The new systems focus on passengers’ financial value to an airline instead of merely calculating who flew the most. The distance-only tallies had become easy to game due to the wide variety of fares on each flight and mileage junkies’ longstanding habit of racking up elite status with flights cobbled together at cheap fares. That practice has been facilitated by online chat boards where fliers trade the best mileage-boosting deals they find.