In today’s episode, we’re discussing how the airline industry can teach us valuable lessons about customer relationships. Specifically, we’ll explore how businesses can treat their loyal customers differently and create stronger, lasting connections.

The Frequent Flyer System: A Great Lesson in Business Success

Airlines have perfected the art of customer loyalty programs. If you've ever traveled regularly, you're probably familiar with these systems. Frequent flyer programs are built on the idea that the more you fly, the more rewards you receive. From early boarding to VIP lounges and special offers, loyal customers are treated like VIPs.

For Ed, the Delta SkyMiles and United MileagePlus programs have rewarded him for his loyalty over the years, earning him millions of miles. These benefits aren’t just random perks—they’re strategically designed to keep customers engaged and coming back. Similarly, businesses need to recognize the value of loyal customers and invest in building those relationships.

As Ed points out, airlines make it clear that loyal customers are treated differently. They have access to benefits based on the frequency and value of their purchases. But it’s not just about what the business can give back—it’s about how customers feel appreciated and valued. This approach is crucial for business success in any industry. The key takeaway: treat your most loyal customers differently because they contribute the most to your long-term growth.

Why Not All Customers Are Created Equal

Now, we’re not advocating for a “caste system” in your business, but we do want to highlight that not all customers are the same. In fact, some customers are worth more to your business than others—not just in terms of dollars spent, but in terms of loyalty, referrals, and long-term value. Understanding who those customers are and how to best serve them is essential.

It’s important to remember that this isn’t about denying service to others—it’s about going above and beyond for those who truly contribute to your success. In fact, as Ed shares, United Airlines shows how these programs can go astray when things are not executed consistently. For example, while frequent flyers are treated with extra care, sometimes the execution of service—such as acknowledging frequent flyers—depends entirely on individual staff members. Even though a system is in place to recognize loyal customers, human inconsistency can still affect the customer experience.

In business, it’s important to optimize processes and make sure your systems are well orchestrated. This means consistently offering quality service, recognizing customer loyalty, and delivering on promises—every time.

The Magic of Consistency in Customer Service

What Ed experiences on his frequent flights is a great example of how mundane tasks—like boarding—can be magical when executed with care and consistency. Small gestures, such as greeting a customer by name or offering priority boarding to loyal travelers, go a long way in creating a positive, lasting impact. These moments aren’t just transactional; they are about building trust and deepening relationships.

In your business, think about the small, everyday interactions you have with your customers. What can you do to make those moments feel magical? How can you go above and beyond to show your customers that you truly value their loyalty?

Table Stakes and Going Beyond

Of course, there are table stakes in any business. Ed emphasizes that basic expectations—like delivering the service or product a customer has paid for—are non-negotiable. If a company doesn't meet these expectations, it’s “POOO”—poorly orchestrated, poorly operationalized, and poorly optimized service. Customers rightfully expect to receive exactly what they paid for.

However, the real magic happens when businesses do more than just meet expectations—they go beyond them. This is where the frequent flyer mentality comes in. Recognizing loyal customers and offering them extra value or perks is the next level of customer service. This is where you transition from merely satisfying customers to winning them over again and again.

Applying the Frequent Flyer Concept to Your Business

So, how can you implement these lessons in your own business?

• Know Your Loyal Customers: Use data to track customer behavior and understand who your most loyal customers are. Invest in a CRM system or similar tools to track customer journeys, and be proactive in engaging those who show loyalty.
• Offer Rewards for Loyalty: Just like airlines offer upgrades and perks to frequent flyers, think about how you can offer extra value to your most loyal customers. This could be anything from personalized services to exclusive discounts or early access to new products.
• Create Consistency: Ensure that your service delivery is consistent. If you want to win your customers over, they need to know what to expect every time they interact with your brand.
• Make the Mundane Magical: Even routine interactions can become extraordinary when executed with care and intention. Make sure that every customer touchpoint is infused with value and attention.

Conclusion: Winning Others Over, Over and Over

The key to business success lies in the relationships you build with your customers. Understanding who your loyal customers are and treating them with extra care is the secret to sustained growth. Whether you’re running a small business or a large corporation, the frequent flyer model can teach you valuable lessons about loyalty, service, and consistency.

As Ed Howie says, everyone wants WOOO—and no one wants POOO. By focusing on your most loyal customers and delivering service that exceeds expectations, you’ll win them over, over and over again.

We hope this episode of The Wonder of WOOO has inspired you to think about how you treat your most loyal customers and how you can build lasting, profitable relationships through exceptional service. Until next time, remember: treat your frequent flyers with the care they deserve, and your business will soar.

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