Loyalty Partner takes over running of Miles & More
German airline Lufthansa is migrating its Miles & More frequent flyer loyalty programme to a new technology platform, provided and operated by Munich-based Loyalty Partner Solutions (LPS), part of the company that operates the country's popular Payback coalition loyalty programme.
The change is the result of increasing Miles & More member numbers, more complex business processes, and tougher demands with regard to campaign management, all of which require a more flexible and scalable software architecture. Under the new ten-year agreement, LPS will be responsible for operating and further developing the Miles & More system.
According to Christian Hess, managing director for Loyalty Partner Solutions, apart from having the opportunity to develop a highly flexible solution for Lufthansa, the company will draw on its many years of experience as the IT service provider for the Payback programme.
The new system is based on the company's Loyalty Management Suite (LMS), which covers the entire chain of customer loyalty activities from managing accounts and redemption processes to conducting advertising campaigns. The software platform also supports interfaces to all common CRM and data warehouse systems and brings together all available data within the company.
The new loyalty solution (known as 'Samba', or Special Advanced Miles & More Business Architecture) is a central system of Deutsche Lufthansa AG. It keeps the cost of operating the classical functions of a customer loyalty programme low, while at the same time offering greater flexibility when it comes to the design of the Miles & More programme and conducting campaigns. For example, Lufthansa can now integrate new programme partners into the system more easily. Miles & More employees can also use Samba to themselves configure promotion rules stored in the system for ensuring the correct implementation of collection and redemption processes.
"Miles & More is both a complex frequent flyer programme and IT project. With the new platform and our general contractor LPS, we have reached another key milestone in the history of the programme. We are laying the foundations for a more customer-friendly system that will enable us to react faster to future technological changes," explained Gunter Friedrich, vice president of IT sales systems development for Lufthansa.
Loyalty Partner Solutions develops and implements IT solutions for the operation of customer loyalty programmes, focusing mainly on the retail and transport/aviation industries. In addition to Lufthansa, the company's other loyalty clients include the Payback programme and Deutsche Bahn with its BahnCard, bahn.bonus and bahn.comfort programmes.