Are frequent flyer programs just a scam?

One of the current advertisers on Danwei is Cheung Kong Graduate School of Business. On Sunday they are hosting an event: a talk by Cheung Kong’s Dr. Brian Viard about frequent flyer programs and other customer loyalty systems — are they actually of any benefit to the customer?

Your correspondent is inclined to think that frequent flyer programs are marketing tools from which only very wily or very patient customers can get any benefit. After many years of flying with no airline cards and being told I was an idiot, I joined several frequent flyer programs. Having finally accumulated enough points to go somewhere, every time I try to use them, it seems the plane is already too full of frequent flyer cheapskates, I am too late, it’s the wrong flight, no sir, you have to pay cash for this one, sorry.

The Cheung Kong talk will cover a variety of industries in which companies are using customer loyalty programs to avoid having to slash costs and compete on price alone, and ask: To whose benefit?

The talk is on Sunday March 9 from 2:30 – 5 pm at Cheung Kong’s campus in Wangfujing, Beijing, from 14:30 – 17:00. You can register for it here.

Disclaimer: Cheung Kong is a regular advertiser on Danwei.org.

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