United Airlines: Securing Customer Loyalty That Money Can’t Buy

It’s not about points or free gifts anymore; it’s about what money can’t buy.

This is what Praveen Sharma, VP of loyalty for United Airlines, tells me about what it takes to keep customers loyal to brands in an age where consumers have more power and options than ever before.

MileagePlus, one of the airline industry’s most successful loyalty programs, is built around creating customer experiences — not just free flights, like most frequent flyer programs. According to Sharma, these experiences can include a training day with your favorite pro sports team, or a session in a flight simulator, VIP luxury venues and other experiences that are not for “sale.”

By allowing MileagePlus members to use their points for aspirational experiences that deliver emotional fulfillment vs.

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