The Risk In Changing Rewards Can Loyalty Thrive In The Dynamic Era
With billions of dollars at stake, each tweak to an airline loyalty program brings significant risk. How will consumers react? How will the changes trickle down to partners? How many program members will swear off the program, declaring that the loyalty has become a one-way relationship? How many will actually follow through on those threats?United Airlines will be the next airline to answer these questions thanks to changes recently announced for its MileagePlus program....