How Delta Airlines Combined the Power of Real Time Data and Human Touch to Create a Exceptionable, Branded Million Miler Experience
The bigger the corporate entity the lower our expectation they can architect an anticipatory omnichannel system that empowers teammates to deliver a memorable, personalized customer experience. It’s an unfortunate perception supported by how rarely we experience them in a world focused on brand transactions versus experiences. When it suddenly and unexpectedly happens on a level that blows past any imagined expectation it’s both revelatory and deeply moving. If you think that sounds unattainable read on to see how Delta Airlines seamlessly leveraged their customer data to empower front line teammates to deliver a flawless real-time experience that immeasurably deepened my connection with the brand.
A little context
I live in a Delta hub city and have been a customer for many years. Like so many other business travelers COVID-19 and the subsequent ability to do business virtually, dramatically slowed my progress toward achieving Million Miler status. For the last twelve months I knew my next flight would achieve that milestone. My expectation was I would receive a congratulatory email and see my Delta Medallion status upgraded to Lifetime Gold on my Delta App. If that had ended up being the entirety of how that milestone was acknowledged by Delta I would have felt recognized and appreciated. However, what I experienced was a personalized celebration far beyond anything I could have imagined. It consisted of six layered interactions that built on each other and left an impression so deep it immeasurably deepened my connection to and relationship with Delta.
1. A voicemail message on my phone
When I arrived at the airport I noticed a voicemail on my phone from a Delta representative (Amy) congratulating me on reaching Million Miler status. She offered me access to the Delta SkyClub and let me know if I called her back she would like to meet me at the SkyClub. I called her back to thank her and told her I was already in the SkyClub. She expressed how much Delta appreciated me and told me she would be coming over to the SkyClub to personally thank me for my loyalty. (Notably, she did not ask me which of the three SkyClubs I had checked into.)
2. A personal thank you visit at the Delta SkyClub
Less than ten minutes later Amy rounded the corner where I was sitting in the SkyClub, introduced herself and presented me with a Million Miler gift bag and handwritten thank you note for achieving that milestone. It was clear Delta had used the data from my reservation and check in at the SkyClub to know exactly where I was in my journey so they could create a personalized experience that felt spontaneous and genuine.
3. A celebration at the gate for my connecting flight
As I was checking in to board my connecting flight the gate agent intercepted me and let me know they had been paging me. They told me they had been looking for me so they could celebrate this “rare and important” achievement. They asked me to leave the boarding line so they could properly celebrate the moment. They were prepared with a large Million Miler sign, a signed Million Miler certificate and a handwritten thank you note from Delta. They could not have been more authentic in their excitement of being able to celebrate this moment with me. They took multiple pictures of me and my wife, made sure I knew how special this achievement was and how much they appreciated my many years of flying with Delta.
4. Recognition from the flight crew
About half way through my connecting flight the flight crew leader appeared at my seat to congratulate me on achieving Million Miler status. She presented me with a complementary serving of wine in a glass (I was flying in the main cabin where plastic is the rule) to mark the moment. She also presented me with a handwritten thank you note from the entire flight crew and several small gifts to commemorate the occasion.
5. A follow up email from the connecting flight gate agent
By the time I arrived at my hotel I had received an email from the connecting flight gate agent that once again congratulated me on my accomplishment and included additional photos she had taken of my wife and I on her phone during the celebration at the gate.
6. A Million Miler welcome email with some very generous gift choices
The next morning I received a Million Miler welcome email explaining all the benefits of the accomplishment, the highlight being Gold Medallion status for life (a very valuable benefit on its own). I was also offered a choice of four Million Miler welcome gifts which included an option of a $1,000 Delta e-Gift Card with no expiration date. I could not have been more surprised or impressed with the magnitude of the welcome gift.
It’s hard to express how unexpected and impactful this experience was to me. Perhaps the most impressive aspect of the experience was how effectively Delta leveraged customer data to create a real-time experience that was delivered with such genuine enthusiasm from multiple teammates across the Delta network.
I assure you it’s an experience I will never forget and will share with family, friends and co-workers for a long time. It’s a wonderful case study of how a global brand can create a repeatable, meaningful brand experience. It also serves as an important lesson to us all that company size, scope and a complex network of teammates is not a barrier to creating these types of experiences. In fact, it should be viewed as an opportunity to invest in innovative, differentiating on-brand experiences that customers will willingly and enthusiastically evangelize online and in-person. Now that’s what I call a ‘priceless’ investment in brand experience.
