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Boost customer loyalty by empowering employees

Empowering workers to resolve problems or offer additional perks to customers can greatly improve the results of a loyalty program.

To improve its frequent flyer program, American Airlines has launched a new online tool that makes it easier to view and compare flight information.

The Award Map is part of the company's effort to consolidate its frequent flyer program as part of its merger with U.S. Airways, and highlights the importance of creating unique experiences for consumers. 1to1 Media reports that discounted flights are not enough to maintain customer loyalty. To distinguish themselves from the competition, businesses need to deliver value for their regular clients.

Strong customer service is an essential part of maintaining a unique brand image within the market. Employees in all industries need to be empowered to make the right decisions for clients and help them find the best value for their situation. Reward and recognition programs are an essential tool that help companies maintain standards within their customer service centers. By acknowledging outstanding service, businesses can help reinforce the role that employees have in customers' overall experiences.

Empowering workers to resolve problems or offer additional perks to customers can greatly improve the results of a loyalty program. These initiatives are very common in the travel industry, but few customers actually remain with a single brand. A Forrester Research study found that 52 percent of online travelers belong to a reward program, but just 14 percent will always fly on the same airline, according to a survey by Deloitte. These findings show that companies need to create value that goes beyond a low fare.

Businesses in every industry could benefit from considering additional steps to enhance customer experiences. Employee incentive programs can be used to encourage staff members to offer suggestions on how to improve loyalty programs. The initiatives engage workers to think about company goals on a broader basis, which helps them understand how their efforts affect the overall success of their organizations. Having engaged employees allows firms to be more creative in their approaches to building customer loyalty.

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