January 23, 2024
| Free CX Network Webinar Series
Dominic Purvis is a dynamic advisor, leader and experience designer with an outstanding track record in aviation, real estate and hospitality.
Dominic is passionate about creating ground-breaking consumer experiences along the journey and helping companies organise around their customers. With wide-ranging business experience in executive leadership, entrepreneurship and consultancy roles, he is allied to deep expertise in product management, customer service, CRM and marketing.
Dominic is now SVP Product & Customer Experience for the largest and leading airline in Latin America. His previous positions include airline loyalty programme CEO, multiple CMO roles, co-founder of a luxury loyalty app as well as multiple customer experience roles providing airport passenger services, reinventing the airline lounge, reimagining first class check-in and setting up a restaurant group and a business club.
Day One
10:00 AM Case study: How LATAM Airlines builds transactional and emotional loyalty among 70 million annual customers
In CX Network’s Global State of CX 2023 report, 35 percent of those surveyed listed customer loyalty and retention as a top-three area for investment. Leveraging predictive data and analytics supports loyalty programs, enabling businesses to give customers what they want - before they know they want it - to reduce churn.
When most of us think of loyalty investments, we think of points and rewards. For the customer experience team at LATAM Airlines, however, it goes much further than that.
The team is always in search of fresh and exciting ways to delight customers – think House of the Dragon-themed chocolates to accompany the HBO Max show’s onboard premiere within 24 hours of its release worldwide, or its new partnership with Audi to drive its best customers to the aircraft in an all-electric Audi Q8. Partnering with industry leaders is an effective way of earning a deeper “emotional” loyalty by offering customers memorable and exciting experiences, rather than relying on “transactional” loyalty rewards programmes.
To build “emotional” loyalty, customers must feel respected and heard. LATAM Airlines is one of the most reliable airlines worldwide but it’s not enough to rely on your reputation: in the event of service disruption, the airline recognizes that clear communication with customers and understanding their own individual needs is essential. Open, two-way communication helps to decrease customers’ stress, building trust and emotional loyalty.
In this session, we are joined by Dominic Purvis, SVP Product & Customer Experience at LATAM Airlines, as he delves into his concept of “transactional” vs “emotional” loyalty and explains how Latin America’s foremost airline builds both among 70 million customers per year.
Join this session to learn more about:
- Transactional and emotional loyalty: the importance of differentiating and how to build both.
- How to effectively partner with third parties to provide enticing perks for customers.
- Why clear communication is the key to unlocking emotional loyalty and differentiating yourself from the competition
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