United Airlines’ Masterful 5-Word Response to Delta’s Loyalty Program Overhaul
United Airlines has cleverly capitalized on the recent uproar caused by Delta Air Lines’ controversial changes to its loyalty program. The strategic response from United is a textbook example of seizing an opportunity to enhance its brand image and emphasize its commitment to customer loyalty.
When a competitor stirs up discontent, a company has two typical paths: steer clear of the controversy or use it as leverage to highlight its customer-centric approach. United chose the latter in a direct and impactful way.
In a recent customer email, United subtly yet effectively addressed the situation. The email’s headline, “Loyalty goes a long way,” might seem innocuous at first glance. However, in the context of Delta’s unpopular revamp of its SkyMiles program – which saw a significant hike in elite status requirements – United’s message was a stroke of genius.
Delta faced backlash for its initial decision, later admitting to overstepping and rolling back some changes. However, for many Delta loyalists, this acknowledgment came too late, leaving them feeling undervalued despite years of loyalty. United smartly positioned itself in contrast with this email.
The message reassured United customers, stating, “We’re staying loyal to MileagePlus members the same way you’ve remained loyal to us by keeping 2023 Premier status qualification requirements in place for 2024.” This approach effectively communicates to United’s customers that their loyalty is both recognized and reciprocated, a stark contrast to Delta’s perceived one-sided loyalty.
United’s strategy is not without risks, given its own history of controversies. However, focusing on customer loyalty and rewards seems to resonate deeply with travelers at this moment. United is not just maintaining the status quo; it’s enhancing it by increasing earning potentials with its co-branded credit cards.
This move by United is more than just about retaining loyal customers; it’s a strategic play in the competitive airline industry. It’s not just flight tickets that are at stake but also the lucrative earnings from co-branded credit cards. By positioning its loyalty program as more rewarding and less restrictive, United is not only countering Delta’s moves but also appealing to frequent flyers who might be reconsidering their airline of choice.
In just five words, United has effectively communicated that it values its customers’ loyalty and views it as a reciprocal relationship. This simple yet powerful email demonstrates United’s keen understanding of what matters to its frequent travelers and positions it favorably against its competitors.
Sources: AirGuide Business airguide.info, bing.com, united.com