Yesterday, I wrote about how disappointed I was with the Air India frequent flyer program. It did not stop there. I went about doing some digging into the whole affair.
Air India has outsourced the entire management of their frequent flyer program to a South African loyalty management company called LoyaltyPlus, to the extent that the program is hosted on external servers and not Air India’s own. Now, I assume here that a loyalty solutions company helps draw up a program and run the program and would be very involved with the on-going affairs at Flying Returns.
So, I decided to have a look at their roster of clients, and it turned out that I could not find one top-notch airline of any standing in their books. Mind you, I am not trying to be prejudiced here, but these names don’t inspire confidence because I’ve never heard of most of them before.
If I may hazard a guess, I could also gloss over the process of how this may have worked out. Indian state-owned companies usually set a minimum qualification bar and then go with the companies who can quote them the lowest price to run the show. I’m guessing not much weightage was given to the quality of the portfolio and experience.
Am I right, or am I just ranting around here? I’m totally disappointed how this would work if this company ever walked into Star Alliance.