Delta Air Lines is redefining customer loyalty through a holistic approach focused on emotional connections, rather than solely on earning and redeeming miles. According to Dwight James, Delta's Senior VP of Customer Engagement, loyalty is now about reliability and elevated experiences across various brand interactions. The airline aims to cultivate a lifestyle ecosystem through strategic partnerships (e.g., Starbucks, Uber) that connect with customers beyond their travel needs, engaging over 100 million members in meaningful ways that resonate emotionally and promote frequent brand interaction.
"Historically, loyalty meant earning and redeeming miles. But for us, it's now holistic. It's reliability, value, and elevated experiences-it's how people feel when they walk away from a Delta interaction."
"When we say ecosystem, it's about the range of reasons someone engages with Delta-and how we can keep those reasons connected. We want to go beyond just linking and earning."
Collection
[
|
...
]