IBS product to aid bmi manage loyalty programs for passengers

Sunday, February 8, 2009, 9:54 by Aviation Correspondent

IT major IBS, based in Kerala, has yet again added a feather to its cap with London Heathrow’s second largest airline and Star Alliance member bmi having selected iFly Loyalty, a product line under IBS’ iFly solution suite, to manage the loyalty programs for its passengers. bmi flies to destinations across Europe, the Middle East, Africa and Asia.

The new-generation software will help the airline to administer its frequent flier program (FFP) and Customer Relationship Management (CRM) functionalities like campaign management, feedback management, fraud detection and management information and analytics.

With the installation of iFly Loyalty, bmi, which has a fleet of over 50 aircraft and operates in excess of 1,800 flights a week, is expected to derive considerable agility to drive its aggressive marketing initiatives and build a loyal client base. iFly Loyalty will enable bmi to better integrate with other Star Alliance member airlines. Star Alliance, with over 16,500 daily flights to 912 destinations in 159 countries, is the world’s largest airline network, offering customers a worldwide reach for earning, redemption and recognition. iFly Loyalty was chosen after market research and evaluation by bmi, to support its loyalty programs, including Diamond Club, Highflyers and Company Rewards. The software was chosen for its superior functionality, technical prowess and support, said an IBS official.

According to him, the uniqueness of the product is the ‘Rules Engine’ functionality which offers flexibility to airlines by enabling them to create multiple rules to run the loyalty program. iFly Loyalty is the only loyalty management system to offer such a function. This feature helps accrual and redemption of mileage points and all elements of program design and management. Loyalty Managers and the Marketing Department can make changes to the loyalty program structures without the involvement of the IT department.

iFly Loyalty’ scalability is expected to enable bmi to keep pace with the constantly evolving preferences of its customers and respond proactively to market dynamics. The software is the outcome of multi-million dollars investment fuelling two years of R&D at IBS. The solution is unique, since a Core Group of Influence (CGI), consisting of leading airlines, shared requirements and was involved in product development. The result is a product that has been built for the industry, guided by the end users themselves, the official added.

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