The Complexity of Loyalty
I kid you not when I tell you that this email might have been written in a language preserved for those who speak Bothese (natives of the planet Bothawui in Star Wars). Let me quote the exact text from the email:
Beginning January 1, 2014, you will earn Medallion status through a combination of Medallion Qualification Miles (MQMs) or Medallion Qualification Segments (MQSs) flown and your annual spending on Delta flights, which will be measured by Medallion Qualification Dollars (MQDs).
What?? MQMs? MQSs? MQDs? Are you kidding me? Even after I click through on the link, the explanation gets even muddier.
It seems that this is all about reaching Silver, Gold, Platinum or Diamond Status with their program (I'll assume there's some benefit to reaching these levels, but that's not clearly evident) ... but yet there are qualification thresholds which require me to spend at least $25,000 in Eligible Purchases with my Am Ex card (naturally I'd have to click on that link to see what's eligible and what's not) and they measure segments and distances, and my flight number has to have a "DL" in the airline code, and there are Group 1, Group 2 and Group 3 partner airlines that must be ticketed through a Delta channel (and that ticket number will begin with an "006") and ... and ... and ... AAACCCKKK!!
When did Delta's loyalty reward program get so complicated??
Let's just cut to the chase: I fly on Delta, I earn mileage. I use my Am Ex card for purchases and I earn mileage. When I reach a few hundred thousand miles, I book a trip to Europe first class for free. I get it.
My life is far too busy to think about (or figure out) how to optimize my MQMs, MQSs or MQDs. Even if it means I could fly around the world first class, for free.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.