Mercator, the Dubai-based business technology provider, will attend and exhibit at Flight Global’s Loyalty 2010 event being held this week.

In its second year, “Loyalty”, which will take place at the Mandarin Oriental Hotel in Kuala Lumpur tomorrow and Wednesday, is the only dedicated conference with a focus on frequent-flyer and loyalty programmes.  It provides a forum to discuss industry best practices and an opportunity for delegates to network with experts from leading airlines, partners, and suppliers.

Mercator has been involved in this event since its inception and along with other airlines, the company recognises that in order to gain market share and sustain profitability in today’s fiercely competitive and economically demanding environment, it must develop new ways to manage its customer relationships to maximise loyalty, satisfaction, and ultimately revenues.

Mercator aims to help airlines differentiate themselves from their competition, evaluate opportunities to invest in initiatives with a high return and respond to the business needs and aims of their customers.

Duncan Alexander, Mercator’s Vice President, Sales and Market Development, said: “By taking steps to apply a truly consumer-centric approach to customer relationship management (CRM) airlines will be better positioned to both attract and retain high-value customers.

“Our product, CRIS, will analyse data, and provide airlines with the ability to use customer information, not only to differentiate service levels based on customer value, but also to drive crucial operational decisions. The aim is that the loyalty programme becomes a platform for achieving both near-term operational efficiency and long-term relationship management and growth.”

CRIS, developed by Mercator in Dubai, has been designed to effectively manage customer relationship and frequent flier programmes in a single integrated system. The loyalty solution is versatile and flexible and can also be used for non-aviation businesses. Recently the solution was implemented at Etisalat, the U.A.E.’s largest telecommunications provider. Other CRIS customers include: Philippine Airlines, Air Astana, Emirates Airline, Virgin Nigeria, Kuwait Airways, Air Nuigini and Cyprus Airways.