Case Study: Alaska Airlines improves customer loyalty with Point B

Helping Alaska Airlines Improve Customer Loyalty

Alaska Airlines sought to improve its popular frequent flyer program but faced significant obstacles that caused the project to stall and created friction between internal teams. They engaged the vendor Point B to help them replace their outdated system and get the initiative back on track.

Point B developed a detailed plan and facilitated buy-in from all parties, leading an extremely smooth implementation of a new Siebel solution. The results were transformative: marketing promotions that once took six weeks to deploy now happen in just 30 minutes, and new-hire user training was reduced from four weeks to four days. This new system dramatically improved Alaska Airlines' customer responsiveness and provided a new level of customer intelligence.

Alaska Airlines

Ann Ardizzone

Former Managing Director of Customer Experience