Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Published by: Amity Research Centers
Published in: 2019

Abstract

Positioned for the participants of UG, PG and Executive MBA Programme, this compact case provides scope to examine and discuss the issues related to traditional loyalty rewards programme and blockchain-based loyalty rewards programme in commercial aviation sector. The case can also be used as a pedagogical tool for Marketing and CRM courses. To enhance customer experience and to become world's leading digital airline, the Singapore Airlines Group (SIA Group), conceived a 'Digital Innovation Blueprint' in February 2018. Simultaneously, the SIA Group launched a world-first blockchain-based airline loyalty digital wallet capability (app) - 'KrisPay' - to unlock the value and redefine customer loyalty programme. At the same time, SIA Group planned to move beyond premium travel experience and to differentiate itself from competition. Given the advantages and disadvantages of the technology and its traction among establishments attempting to compete for customer loyalty, can this attempt be considered as a stepping stone for SIA Group towards becoming world's digital airline?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

Featured company

Singapore Airlines
Employees:
10000+
Turnover:
SGD 11.6 billionĀ (FY 2017/18)
Type:
Public company
Industry:
Airlines

About

Abstract

Positioned for the participants of UG, PG and Executive MBA Programme, this compact case provides scope to examine and discuss the issues related to traditional loyalty rewards programme and blockchain-based loyalty rewards programme in commercial aviation sector. The case can also be used as a pedagogical tool for Marketing and CRM courses. To enhance customer experience and to become world's leading digital airline, the Singapore Airlines Group (SIA Group), conceived a 'Digital Innovation Blueprint' in February 2018. Simultaneously, the SIA Group launched a world-first blockchain-based airline loyalty digital wallet capability (app) - 'KrisPay' - to unlock the value and redefine customer loyalty programme. At the same time, SIA Group planned to move beyond premium travel experience and to differentiate itself from competition. Given the advantages and disadvantages of the technology and its traction among establishments attempting to compete for customer loyalty, can this attempt be considered as a stepping stone for SIA Group towards becoming world's digital airline?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

Featured company

Singapore Airlines
Employees:
10000+
Turnover:
SGD 11.6 billionĀ (FY 2017/18)
Type:
Public company
Industry:
Airlines

Related