British Airways Boosts Loyalty Messaging to 'Reassure' Customers
Photo Credit: The new design of the British Airways Club. British Airways
Skift Take
After a turbulent few weeks, British Airways is attempting to regain control of the narrative. Improved customer messaging and additional status sweeteners should go some way to help.
On December 30, British Airways announced major changes to its loyalty program. Put simply, it is transitioning to a revenue-based system for awarding status. The more you pay, the faster you’ll climb the ranks.
Despite echoing an approach taken elsewhere – including at many of the biggest U.S. airlines – the decision proved highly controversial. Critics alleged a lack of transparency, spreadsheet-based decision making, and a misunderstanding of customer behavior.
On Wednesday – more than five weeks after the initial furor – British Airways provided an update on its strategy.
Alongside modest concessions to make achieving status easier, it also launched a new microsite and series of short videos. These are designed to better communicate the changes to customers and offer “relatable scenarios” of how Bronze, Silve
