Deutsche Lufthansa AG is migrating its Miles & More programme to a new technological platform. The existing platform is replaced by an IT system developed by Munich-based Loyalty Partner Solutions (LPS). This change is the result of increasing Miles & More member numbers, more complex business processes and tougher demands with regard to campaign management, all of which require a flexible and scalable software architecture. Under the ten-year agreement, LPS will be responsible for operating and further developing the Miles & More system.
“Miles & More is one of the world’s largest and most complex frequent flyer programmes and IT projects. With the new platform and our general contractor LPS, we are setting another important milestone in the history of the programme. We are laying the foundations for a more customer-friendly system that will enable us to react faster to future technological changes,” says Günter Friedrich, Vice President Development IT Sales Systems, Deutsche Lufthansa AG.
“We are delighted to be migrating the Miles & More programme to a new technological platform,” says Christian Hess, Managing Director of Loyalty Partner Solutions. “In developing a state-of-the-art and highly flexible solution for Lufthansa, we were able to draw on, among other things, our many years of experience as an IT service provider for Europe’s biggest bonus programme Payback.”
The new system is based on the “Loyalty Management Suite” (LMS) standard solution from Loyalty Partner Solutions. This flexible software platform for setting up and operating customer loyalty programmes covers the entire chain of customer loyalty activities - from managing accounts and redemption processes to conducting advertising campaigns. It also supports interfaces to all common CRM and data warehouse systems and therefore brings together all available programme information within the company.
The solution - known as “Samba” (Special Advanced Miles & More Business Architecture) - is a central system of Deutsche Lufthansa AG. It keeps the cost of operating the classical functions of a customer loyalty programme low, while at the same time offering greater flexibility when it comes to the design of the Miles & More programme and conducting campaigns. For example, Lufthansa can now integrate new programme partners into the system more easily. Miles & More employees can also use Samba to themselves configure promotion rules stored in the system for ensuring the correct implementation of collection and redemption processes.