The whole customer loyalty issue is sure one of my personal favorites. Being member of so many customer loyalty programs of hotel chains, airlines, credit cards, retailers, shops, brands and rental car companies around the world, I have experienced the ups and downs in terms of end-users experience. And I have been wondering one simple issue so many times; why it is so hard to make few simple things to make us, the most loyal customer feel happy and appreciated? As airlines are so familiar to me I might start with them.

I have over ten years experience of international business traveling, pretty massive level in some years. Having home in southwest corner of Finland, SAS i.e. Scandinavian Airline has been my connection to the world. Yes, I know it could have been Finnair but that’s another story I don’t want to start even. Anyway, flying SAS makes me member of the global Star Alliance, which has definitely given me plenty of benefits over the years, too. The mileage you keep collecting is not really the benefit I personally look for. More you travel, more you want to stay home. Something you really do feel more as you are getting older. When I would like to take my wife or whole family for a vacation it is usually absolutely impossible to find those seats even with your million mileages on your account. After one hour browsing on the membership web site or two hours phone conversation with the customer representative it is usually just so much simpler to just go and book your flights with real money, not the play currency airlines gave to you to book the very limited amount of seats. Lounges around the world are the most valuable benefit for me, as well as the recognition of my status for connections, changes or even upgrades when having an economy ticket. Recognition when it works.

After 9-11 planes were empty. I mean empty-empty. We were pretty few. Us, who kept flying after the 9-11, too. From those times I remember when sitting in a United Airlines flight from Los Angeles to Seattle with business partner of mine, also a Star Alliance Gold Member. We were going through some of the plans of the coming meeting when the flight attendant came to us asking if there is anything she can do for us, calling us with our names very politely. Before leaving she said to us “Thank you so much for flying with us. You keep us out of the street”. That was sure recognition of your loyal customers, I think. Even that it was close to be slightly strange it made us smile and we felt good for the staff, at least. If the planes are not flying, we cannot do our job either. Internet, emails, all skypes and gotomeetings etc are all good but really not doing the same thing as face-2-face stuff.

After late 2001 airlines were suffering and suffering and next enjoying the huge boost in the business. The world got really international, more routes and as always in growing business, also more airlines. Airline traveling became normal part of everyone’s life so low cost airline concept was so obvious to happen. There are plenty of people appreciating a cheap, everyday approach to traveling. But that really wasn’t the case for us traveling in business. Yes, sometimes you can get a good deal using a low cost airline but in most of the cases the dates and schedules are the ones in charge, not the wallet. Even that you would like to find a low budget solution for you traveling needs. And that is the case still today under the current recession. We are still using the same old traditional airlines we have used for years. Those airlines, which should really recognize us, our needs as well as our loyalty. And especially now when their business has been suffering the same challenges they did after 9-11, this time maybe forever. We might be forced to book more economy tickets nowadays but in most of the cases still using the same airlines, not the budget ones.

So what has happened with the service loyal customers get? Honestly, it has getting worse and worse and the recognition once existed is gone in most of the cases. Some airlines from Far East and Asia are still trying to do their best but the European and American airlines are just jumped into a lake called “Nice to have you here but that’s all”. Outside experiences in Asia and Far East, last time someone really recognized my loyalty in any Star Alliance airlines was two years ago! Then, in all of the airlines in the world, it happened on Lufthansa, which is really not the most famous of their friendly service. Everything works perfectly but customer care is not part of German service traditions, I think. Slightly same feeling you get in Finland.

Basically, every airlines in the world treats you as everybody else; anything between bad and moderate but great feeling is so rare, my friends! It happens but it is not a systematic element of the airline customer experience as it should be. If I pay $5000 for a flight ticket I would expect something. And personally I would do the same for $1000 or $300 ticket, too. And the loyal customer recognition is all gone. If you want to get good service, just keep flying on business or first class but there is no benefit to use one alliance. You might think your connections are smoother between the alliance airlines or your luggage follows you easier – all basic marketing promises of every alliance – but that has nothing to do with the reality. Years ago, luggage marked with that orange “priority” tag came first after a Star Alliance flight but during the last thirty flight I have had, only twice the luggage was there among the twenty first ones. In the rest of the flights my tagged luggage was one the last ones! Isn’t that great feeling when your driver has only called you three times already? That’s the reason why I try to travel without luggage and rely the cleaning services around the world. At least those work, in most of the cases.

Are there smoother connections between the alliance airlines? Just dream about it! During this year, there have been at least ten cases when the schedules are tight and you are about to miss your connection. Flight attendants recognize your loyal customer status after you mentioned it and then they might even to make sure you are the first one walking out from the plane. And as you asked whether they have informed the next plane that you are coming, they answer yes. And more they smile more they lie. You run out from the plane just to realize that nobody ever informed anyone and you were just selected to spend the night in the cheap hotel your airline organized for you. What a jackpot! Or just hang around in the lounge for eight hours while waiting that someone might find you a connection taking you to your final destination.

I am very fast to complain about any bad service. But also fast to give positive response. That is something I have been doing about the Star Alliance connections so many times as well. They do respond and promise to be better next time. But honestly, it has just got worse during the last 5 years and I don’t really believe it will be better unless someone is pointed to be in charge of the whole customer experience the most loyal customers do expect! I am not alone with this case; I have shared same views, experiences, ideas and responses with so many people having a seat next me on so many flights around the world.

And the last amazing thing happened early summer. SAS – Scandinavian Airlines, my hearth friend airline that I have been using so much for the last 15 years, sent me a letter telling that because of the increased costs and challenges in the airlines business they are forced to charge a sub-charge for kerosene costs for all the flights you “buy” with that play money they gave to you – your mileage points. So, we paid plenty of money for our business trips, usually very much the full price, collected some mileage points and now they want us to pay their “increased fuel costs” because the business is so challenging? Really doesn’t matter to me because I fly enough already but the message is so stupid. “Thank you for flying with us. Would you like to give us some more money again?” Yes, I would but not in forms of made-up costs like additional fuel charge. Made-up costs like the “airport tax” airlines have been charging us for some time. Maybe you could offer me ten cross-Atlantic returns in business class with 25% discount? Or perhaps “book three - get four” offer? Or maybe just simply remembering that we, your most loyal customers are there and really supporting you through the bad and good times so you wish happy birthday once a year? With 500 points, perhaps. Or one bonus trip without those stupid fuel charges? Whatever making us to think that you are loyal to us.

And airlines are not the only ones in this game. And not only the Scandinavian companies. The story is the same everywhere in the world, unfortunately. No birthday messages from American Express, Starwood Hotels, Hertz, W Hotels, any of the Star Alliance airlines, or One World airlines – all companies I do use all the time. And I have used all for plenty of money. But I got one from Borders and Sony Ericsson so maybe it will get better. They all know my birthday and it would be pretty easy and cheap to just make one greeting. I would be happy and even touched. Just slightly but maybe enough to make me give some recommendation of good companies and services? Companies and services, which would not exist without customers like us. I guess that’s what word-of-mouth marketing is all about.

Cheers for companies understanding and recognizing the value of their loyal customers!