Connecting over 12 million members worldwide and 30,000 offers
Running a great rewards programme means balancing the needs of both members and partners with enticing offers and incentives that make everyone feel like they came out a winner.
An emphasis on outstanding member experience is one of the reasons that Asia Miles is known as a leading travel and lifestyle rewards programme in Asia. Established 21 years ago, Asia Miles is a subsidiary of Cathay Pacific that connects its over 12 million members around the world with 30,000 deals from more than 800 partners, including hotels, restaurants, shops and dozens of airlines.
“As a loyalty programme, we don’t have physical shop fronts,” says Michael Yung, Head of Digital Product and Technology for Asia Miles. “Members access all of our services and products through phones, catalogues or websites. Today, the majority of our members want to reach us across digital touchpoints, so it’s essential for us to continually transform our digital platform and take advantage of new technologies.”
To become the type of world-class rewards program that attracts top partners, Asia Miles needs to excel in Customer Experience Management (CXM). In particular, the company wants to make sure that each member receives the personalised offers that he or she wants across preferred communication channels—no small feat considering the size of membership.
Asia Miles decided to transform its digital marketing capabilities using Adobe Experience Cloud. The company uses metrics to understand members and create segmented audiences and then uses that information to create personalised marketing campaigns and digital experiences that guide members to relevant partner offers.
“We ran a detailed study on digital marketing solutions. We selected Adobe not only because the products are so feature rich, but also because it integrates so well as part of a larger ecosystem,” says Yung.