When a Customer Crisis Earns Loyalty

The email was from "AIR MILES Reward Program" and the subject line read "Important info about your recent redemption".

This would have been a completely unremarkable email had it not been for the fact that I haven't redeemed any Air Miles in years.

For me, Air Miles is a perfect example of a loyalty program that does absolutely nothing to boost my loyalty.

I have had an account for over 20 years because the program is free, collecting points is free, and all those points can eventually be exchanged for things of value.

And since I can add my number to various apps, like the app on my phone I use to pay for gasoline, I end up collecting free Air Miles (sometimes without even knowing it) by purchasing things I would have bought anyway.

But I don't choose my gasoline provider because they offer Air Miles as a reward, and I certainly don't buy more gas to earn more miles.

So I rarely think about my Air Miles. And until that email appeared in my inbox, I couldn't tell you the point balance of my account if my life depended on it.

But I certainly knew I hadn't redeemed any points.

And as any loyalty expert will tell you, most people care more about losing points they've earned than they do about collecting those points in the first place.

The email I was sent told me everything I needed to know about "my redemption": 1,900 of my points, valued at $200, had been used at a gas station in Mississauga.

Given that I was at home in Bradford at the time of the transaction, it was easy for me to determine that the redemption was fraudulent.

But would Air Miles see things the same way? More importantly, would they reinstate the points that were taken from me?

The answer to both questions turned out to be a resounding yes.

And my experience dealing with Air Miles offers a perfect template that businesses can use if they ever encounter a similar fraud situation with a customer.

1. Make it Easy for Customers to Reach You

When you go to the Air Miles website, you'll find a "Help" dropdown prominently listed in the main toolbar at the very top of the page. Scroll down to the bottom of the page, and you'll find two separate "Contact Us" links, both prominently displayed. Clicking the "Contact Us" link took me to a page where I could either click a button to chat with "Myles" (the chatbot) or use one of the phone numbers listed to speak with a customer service agent.

I felt a sense of urgency to figure out what had happened to my Air Miles and how to get them back, and Air Miles didn't make me waste time figuring out how to contact them; instead, they made that part easy. And making things easier for your customers (especially those worried about fraudulent activity on their accounts) is usually the right decision.

2. Be Empathetic

When I was connected to Anjo, the Customer Service agent, he was calm, polite, and professional. But more than that, he seemed to express genuine concern for my situation and a genuine resolve to find an appropriate solution. And when it comes to fraudulent activity, that's exactly what customers want.

3. Be Competent

Anjo knew exactly what steps he needed to take to verify what had happened, correct the situation, and ensure it couldn't happen again. After verifying my information to confirm I was who I said I was, he patiently listened as I explained the situation before putting me on a brief hold to investigate the situation on his end. After a few minutes, he came back on the line and confirmed what I had told him, adding another detail I would have had no way of knowing: the fraudster had somehow obtained a digital copy of my Air Miles card, which is how he was able to use my points.

At this point, Anjo locked my account, then told me I would need to open a new account using a new email address. I wasn't happy about this: I do have "extra" email addresses, but to avoid spam, I don't use them for commercial purposes. But Anjo assured me it was a necessary step to ensure the fraudster could never reaccess my account, and promised he would transfer over all my information (along with the 25 Air Miles that remained in my account after the unauthorized redemption). I only had to provide Anjo with a new email address: he handled everything else about the new account set-up in just a few minutes.

4. Err on the Side of the Customer

Before our call concluded, Anjo told me that a formal investigation would take place so that Air Miles could understand what had happened, but that the 1,900 Air Miles that were stolen from me had already been deposited into my new account.

Is there a chance that I had somehow orchestrated an elaborate scheme to swindle Air Miles out of $200 worth of points? Sure, that was a possibility, and I'm certain Anjo knew that.

But he also chose to believe that what I had reported was true.

Many companies maintain policies that penalize honest customers to prevent the dishonest ones from taking advantage, despite the fact that studies have shown only about 5% of customers are "cheaters".

Air Miles decided to err on the side of the customer, and that's always the right decision.

When can a customer's crisis earn increased loyalty?

When that crisis is managed well.

The Air Miles program itself doesn't really foster my loyalty to the program or its partners.

But the way Air Miles chose to handle my fraud situation?

That earned more loyalty than two decades of point-collecting ever did.