Recipes for success from the Loyalty 2014 Conference

Mustafa Ozalcin

Director, Loyalty Marketing and Sales, Amadeus IT Group

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The topic of customer service and experience - via social media, coalition programs, standard frequent flyer programs and more - was a popular topic for debate over the course of this year’s premier loyalty event. Mikael Isaksson, product marketing manager for Amadeus Loyalty solutions, participated in the panel “Utilising Technology to Enhance the Customer Experience” where there was lively discussion on the complexity of aligning loyalty program objectives and customer servicing. The panel concluded that there are 3 key areas for success:

hostess serving some wine


TheLoyalty 2014 Conference, which took place this week in Amsterdam, provided plenty of food for thought on thefuture possibilitiesfor customer service.

  • Enhancing the customer experience through mobile devices
  • Using real-time information
  • Sending the right messages at the right time


We were proud to see Virgin Australia win the “Best Technology” award for their seamless integration between various customer systems. Their Velocity Frequent Flyer program runs on theAmadeus Loyalty Managementplatform.

Topaz, Ireland’s largest fuel and convenience brand, was awarded “Best CRM.” While airlines, hotels, digital marketing companies and politicians exchanged views on the challenges of trying to make all the information work, maintain genuine customer loyalty and increase revenues, we learned that Topaz had been doing it all along... for a product with razor thin margins.

All they needed was the ability to listen to customers, provide relevant rewards, a simple and understandable message and overcoming technological challenges… Sound familiar?

So whether your customers are frequent flyers, tourists or frequent drivers, being able to capture their imagination with your vision and supporting it with state of the art technology, continues to be fundamental in being able to capture their loyalty.