SAS pays attention to their Euro-Bonus members

Customers that fly often are the most important ones to SAS. Every year, Zapera interviews 4500 Euro-Bonus members divided by Basic, Silver and Gold in Sweden, Denmark, Norway, Finland and England.

"We found that members of the Euro-Bonus club are very positive and they are deeply engaged in SAS," says Pierre Million, analyst at Euro-Bonus. The continuity in the surveys is very important and we can monitor the development year after year as we have done since 2000.

"We ask the same questions every time and map the attitude towards the Euro-Bonus programme and how the members evaluate the benefits we offer, the service and communication. We also test how we are rated compared to our competitors’ bonus programs. Furthermore we are able to monitor how the members use their earned points – if they use them on flight tickets, renting cars or at hotels."

We recently redesigned our "statement", a report for each customer on how many points they currently have.

It was a big change considering that we strived for the statement to be as customized as possible for each member. Of course we pre-tested the new design thoroughly to make sure that there actually was an improvement. We want it to be an inspiration and give new and fresh ideas to how members will get the most use of their bonus points.

"The relationship between SAS and our members is based on strong feelings and it is essential that the communication is working perfectly," Pierre says. Our online surveys are an important tool to ensure that we are always ahead.

Source: Zapera News, Issue 23, October 2006