Broadvision has teamed up with Sema Group to give Air Miles customers a personalised one-stop-shop to manage and redeem points.
Air Miles will use Broadvision?s Extended Relationship Management (XRM) technology to provide each of its customers with a personalised and easy to use way to manage and spend their air miles online, regardless of where they are earned.
XRM gathers customer data from wherever it resides from call centres, direct mailing databases, loyalty schemes and order entry systems, and presents them in a unified and personalised view.
Air Miles has a database of more than 4.5 million customers who collect miles from flying and buying goods from Sainsbury?s and Shell. By linking the Web site directly into its customer database, Air Miles will be able to provide customers with the ability to view a complete, real time ?statement? of total miles accrued from all the sources.
Sema Group, using XRM, has enabled Air Miles and its partners to target offers and destinations based on customers? personal preferences, and the Web site will also sell a whole range of travel related goods and services.
Broadvision?s vice president of marketing Michael Kennedy explained that this is a necessary progression as companies first looked to the Web as a means of saving money and must now look for ways to make money.
?It extends the value of the customer. By keeping them online longer there is the opportunity to cross sell. Air miles have become a new currency, and with XRM the company can extend its brand to create a portal for travel,? he said.
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