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Emirates: Taking Frequent Flyers to New Heights

Client: Emirates

Emirates’ phenomenal growth in destinations and passenger numbers is well known, but just as astonishing is the growth of its frequent flyer programme - Skywards. Emirates came to us to develop Skywards’ CRM strategy to help them increase the value of this incredible asset to their business.

We first developed a customer lifestage model and used the insights to create a triggered and programmatic communications programme to engage members at all stages of their relationship with Emirates. Finally we created a measurement framework and dashboards to evaluate and optimise activity and determine ROI. We are now looking beyond the initial CRM remit to help develop the Skywards proposition moving forward.

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