IN THE EVENT OF CUSTOMER LOYALTY: DELTA TAKES CUSTOMER RECOGNITION PROGRAM TO NEW HEIGHTS

Client:

Assignment:

Delta's Direct Marketing department engages Jackson Spalding to support the growing needs of the airline's SkyMiles loyalty program, specifically for customer recognition. Jackson Spalding is charged with leveraging various Delta sponsorships to coordinate events for high-value SkyMiles members, thereby reinforcing the Delta brand and fostering continued loyalty.

Strategy/Implementation:

Once Jackson Spalding and Direct Marketing identify key events, we create phone scripts and customer confirmation e-mails and letters to be used as communication vehicles to reach high-value customers identified in each of the event markets. We act as call center for the events, extending phone invitations, e-mail confirmations and tickets via UPS. Jackson Spalding representatives also occasionally help staff these events. Following the event we survey attendees for feedback and draft post-event reports analyzing the success of each event.

Results:

In a typical year, Jackson Spalding's campaign targets customers in approximately 20 Delta markets via events and mass mailings. More than 700 SkyMiles Medallion members attend events, and more then 1,000 non-Medallion members are guests at the events. In all, we generally reach out to more than 3,700 customers. We consistently receive extremely positive feedback about the VIP treatment customers receive from their Delta hosts. The vast majority of customers indicate that Delta's gesture has ensured their continued loyalty.