Do Customers Really Matter?

As recently reported in The Wise Marketer, the UK “Air Miles loyalty programme which specialises in the travel and leisure sector, has announced the launch of a new business unit, The Mileage Company, which will help companies to develop and manage new or existing loyalty programmes. As a wholly owned subsidiary of British Airways, The Mileage Company will now run the Air Miles programme and take responsibility for the commercial success of British Airways’ own reward currency, BA Miles (which frequent flyers collect as members of BA’s Executive Club programme).”

It’s interesting to note that this again is yet another corporate-driven model – where’s the customer input into the process?