Brief • 2 min Read

Reward Programs Impact Customer Loyalty
In December 2024, British Airways announced that it was revamping its Executive Club.
Using data from QuestBrand, we explore how British Airways’ recent loyalty program changes affected customer engagement. After proposing a spending-based rewards system, customer concerns led the airline to reconsider its changes and demonstrated the value of loyalty programs in customer retention. Download the case study to learn more.
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