"One of the most competitive loyalty programmes in the air."
Twenty-four carat customer loyalty
Diamond Club is BMI British Midland's customer loyalty scheme that offers its frequent flyers points to spend on free flights plus all kinds of other travel related activities, from hotels to car hire. There are three membership tiers, blue, silver and gold. and each time a member flies, he or she is awarded both status and destination miles. With a glittering list of household-name affiliate partnerships, this is a particularly sophisticated and highly demanding loyalty programme, whose day-to-day running has been successfully outsourced to Prolog since 1999.
A totally integrated 'contact centre' environment for clients and their customerrs is one of the key strengths of Prolog's modern marketing services and support hub in the Midlands.
Bureau services and call centre staff on the BMI account work together in an attractive open plan environment as a single multi-skilled operational team, supporting each other with both order taking and customer service.
While BMI call volumes are modest by many loyalty programme standards, the levels of account knowledge and training demanded of Prolog's bespoke operators is truly prodigious. Details of Club's rules, restrictions, points allocations, online magazine offers, all need to be to be immediately accessible, to say nothing of a totally current knowledge of the many and varied affiliate-partner offers. So it's hardly surprising that it takes about six months to train new agents to this account, or that they are hand-picked from the very best in the business!
A dozen or so Prolog agents regularly man the phones and they deal daily with British Midland's very best customers, whose calls can involve anything from gift redemptions to membership queries and even complaints.
In data capture, the activity is equally diverse, with entries amounting to around 10,000 a month. These include new member details, e-mailing of mini statements, issuing replacement cards and tags, recording change of address details, handling general correspondence and checking returned mail, a kaleidoscope of activity that alone occupies up to 300 hours of account administration time.
Other Divisions of Prolog are also involved in supporting the BMI Diamond Club: Our warehouse collates and packs between six to eight thousand new member packs every month, with almost all the elements generated in-house by Prolog.
Every working day Mailing Services receives fresh data files from the client for new and replacement cards. They handle the mail matching, laser the covering letters and thermally print up to 12,000 encoded membership cards and luggage tags each month.
British Midland proudly claims that other loyalty schemes can not compare with the Diamond Club: In Prolog they rely on an impeccable outsourced customer service provider with unmatched experience in integrated fulfilment, production and bureau operations. They know that their brand and their best customers are in the safest of hands!
The Requirement for BMI
An outsourced marketing services provider with a track record in quality customer service and the management and development of a highly successful customer loyalty programme.... plus the infrastructure to produce, collate and distribute membership materials
The Solution
Prolog, where hand-picked and multi-skilled agents in a true contact centre environment offer solutions that are seamless as they are sophisticated
The Results
When it comes to premier service, frequent air travellers are among the most discerning and unforgiving in the marketplace. Thanks to a partnership with Prolog, each and every bmi diamond club member is made to feel valued - that he or she is the only one who really matters