Re: Using CRM to Personalise the Airline Loyalty Experience: Reflections on Emirates Skywards
Fiona van Iersel
MSc Marketing — King's College London
Module: Business to Business Marketing (7QQMO507X)
Date: 20 May 2026
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=836104

Re: Using CRM to Personalise the Airline Loyalty Experience: Reflections on Emirates Skywards
Submitted: 20 May 2026 11:48 PM

Hi Madi, the Emirates example made me think about how CRM can look very different depending on the airline. With Emirates, the loyalty experience is tied so much to long-haul travel and premium service, so things like lounges, family travel and partnerships make sense.

Personalisation only really works if the airline can deliver it consistently when the customer actually needs help. In airline customer service, the difficult moments are usually when something has gone wrong, like a delay, a missed connection or an upgrade issue. That is when CRM data becomes most important because the customer expects the airline to already know their status, history and what they value.

There is also a cultural side to this. Different customer groups may not see “good service” in the same way. Some may expect an upgrade or compensation quickly, while others may value clear communication, reassurance or practical help more. So for me, CRM is not only about using data to make offers more personal, but also about helping staff understand what kind of response will actually calm the situation and protect the relationship.

great job



References