Delta airlines have come under fire recently in response to their roll out of SkyMiles frequent flyer program changes. Starting February 1st, Delta had decreased the number of miles members needed to earn for bonus flights and announced plans to make heavy use of variable pricing. This change was met with a wave a backlash from consumers and dissatisfaction from Delta’s own frequent flyers. In response to the recent outcry, Delta CEO Ed Bastian has taken the initiative to promise a series of modifications to come shortly.
In response to the dissatisfaction, Bastian has insisted “We went too far in rolling out the program changes and we are actively working to address the concerns of our members. We sincerely apologize for the concerns that we have caused with our recent program changes.” Bastian is promising quick changes to the program that will coincide with the level of loyalty displayed by Delta’s customers. These changes are expected to be released in the coming months.
Analyst’s suggest that these changes come as a result of Delta’s success in recent years as a result of the frequency of travelers flying more than ever. This sends an encouraging message to consumers and Airline’s alike that the customer voice is valued and taken seriously. The introduction of variable pricing had created a new set of friction among Delta customers, and Bastain’s promise of modifications address the issues head on.
This development is a testament to the power of the consumer voice in setting the standard for today’s businesses and Delta’s commitment to its own loyal customers. The promise of modifications to the SkyMiles program is a refreshing moment in a historically transactional relationship between Airline companies and its customers. The SkyMiles program is one of the most popular loyalty programs in the airline industry and Bastian’s quick response suggests that the Airline will do its best to continue to satisfy its customers in the long run.
