Air Miles is Canada’s premier customer loyalty program for over 100 sponsor companies at over 14,000 retail and service locations. More than 72% of Canadian households actively collect and enjoy the benefits of the AIR MILES Reward Program. This $600 million business seeks to grow to over $1 billion within 3 years.
Challenges
In order to meet growth objectives, Air Miles is launching several new businesses including agency services to their sponsor companies
New internal agency created - taking back services that had been outsourced before and also attempting to serve new external clients
Need to develop agency operating model from ground up: strategy, process, people and technology
Approach
Conduct marketing resource management diagnostic:
Understand current marketing business requirements
Define the “to-be” operating model for the agency and identify critical process, organization and technology components
Evaluate technology solutions to support planning, budgeting, production activities, performance management, asset management, etc.
Assess organization readiness and create change management protocols
Create overall roadmap for powering up the internal agency creating new capabilities over time and introducing enabling technologies
Results
New internal agency has been launched and branded (Direct Antidote)
“To-be” state defined and endorsed by management
Evaluating technology solutions to automate work flows
| Attachment | Size |
|---|---|
| Case Study Airmiles.pdf | 110.52 KB |
