Star Alliance signs new loyalty and CRM providers

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By: Wise Marketer Staff |

Posted on August 24, 2004

Star Alliance signs new loyalty and CRM providers

The airline network Star Alliance has appointed ICLP (International Customer Loyalty Programs) as its CRM and customer loyalty agency and HTW (Harrison Troughton Wunderman) as its customer loyalty direct marketing agency, following an international selection process involving five major agencies.

The role of loyalty for the Star Alliance network across its 15 member airlines is simply to enhance the customer proposition for its most valuable customers. The network says it has been active in developing key marketplaces, promoting the alliance with various loyalty acquisition campaigns which, most recently, included a Status Match campaign in the UK.

Loyalty focus "Loyalty programmes are a decisive factor for international travellers choosing which airline or alliance to use. Star Alliance chose ICLP UK based on its proven strengths in moving the traditional loyalty programme model into a dynamic customer relationship strategy," commented Louise McKenven, vice president for loyalty & marketing at Star Alliance.

ICLP is to focus its activities on CRM and loyalty strategies and solutions to support Star Alliance's goals, and on enhancing the alliance's overall customer loyalty proposition.

Segmentation "Star Alliance and ICLP share the same vision: that it is imperative to gain a detailed consumer insight and, through realistic segmentation, deliver relevant and timely propositions to customers, thereby increasing profits," said ICLP director Mignon Buckingham.

"And with HTW running the creative side of the business we now have one agency in charge of our marketing communications," added McKenven.

Star Alliance's current members are Air Canada, Air New Zealand, ANA, Asiana Airlines, Austrian, bmi, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, Singapore Airlines, Spanair, Thai Airways International, United, US Airways and VARIG Brazilian Airlines. South African Airways and TAP Air Portugal are scheduled to join the alliance in 2005.

For additional information: ·  Visit Star Alliance at ·  Visit ICLP at ·  Visit HTW at