MPO - Macro Polo Club
Gamification Campaign
Marco Polo Club is the loyalty programme of Cathay Pacific that is designed to reward their most valuable customers with benefits and services that enhance their travel experience. In order to evaluate customer expectations & support programme proposition development, we have using the gamification strategy to turn a boring survey into an interesting personality test. Member will get their traveler profile and able to enter the lucky draw by the joining this test.
OVERVIEW
CHALLENGE
To learn about the user's behavior and travel personality is a critical factor to enhance customer experience and member's engagement to the brand. Traditional survey or questionnaire is not welcoming by customer. So the gamification approach is introducing to the client.
GOAL
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To evaluate customer expectations & support programme proposition development
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Initiate predictive modeling to create relevant & effective contact strategy
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Formulate member dialogue to enhance customer engagement
RESULTS
9900 targeted MPO members completed full survey
18,450 Total participation
Successfully ascertained “Existing undesired privileges”
Identified #1 Desired Benefit : “Upgrade e-voucher”