CSA has been outperforming its competitors in member growth since the go-live of LMS in 2017. By seamlessly upgrading to the most recent LMS Version 2004, the CSA Loyalty department was able to independently implement a new Platinum-Tier Level by configuration and unlocked even more attractive features to strengthen the market position of the Sky Pearl Club.
Sky Pearl Club
China Southern Airlines (CSA) is Asia’s leading airline with over 152 million passengers in 2019 and more than 224 destinations in 40 countries. The airline operates from its hubs in Guangzhou and Beijing China Southern Airlines was a member of the SkyTeam Alliance until the end of 2018. By working closely with its global airline partners, including American Airlines and Qatar Airways, China SouthernAirlines continues to expand its route network to serve more destinations around the world.
CSA needed to be able to introduce changes in the loyalty mechanics by configuration to make its program more attractive and keep up with current developments in the domestic and international airline loyalty market.
The legacy solution was identified as the main reason for the program‘s lack of growth, as it was technologically outdated, inflexible – especially regarding onboarding and management of new partners – and because it had high maintenance costs.
CSA has selected LPS with its extensive know-how as best partner to support their transformation and choose the Loyalty Management Suite (LMS) as perfect solution to solve their technological challenges.
General loyalty mechanics
Increase in revenue from frequent flyers and significant decrease of operating and maintenance costs
Increace for customers by providing a high degree of personalisation in costumer communication both in marketing and services
Ability to support rapidgrowth of the member base from 30m (at the cutover) to more than 50m members (in August 2020), representing an increase of more than 66% in less than 4 years