Mercator signs up Philippine Airlines for frequent flyer system

Philippine Airlines and Emirates Group's IT services business sign multimillion dollar deal. Deal calls for the deployment of Mercator's MCIS system by the middle of next year.

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By  Greg Wilson Published  September 10, 2001

Mercator is poised to begin a customer loyalty programme for Philippine Airlines (PAL), after signing a multimillion-dollar deal.

Mercator, the IT services business of Emirates Group, will deploy its internally developed MCIS frequent flyer and relationship marketing solution.

The system will enable the 300,000 members of Philippine Airlines’ existing frequent flyer programme — PALsmiles — to use the Internet to enrol, see their miles balance and book flights in real-time.

MCIS also allows PAL to target promotions to customer’s specific needs.

“Our two frequent flyer programmes — PALsmiles and the Mabuhay Club — are at the forefront of our campaign to make Philippine Airlines the preferred choice for passengers, and [this] agreement will make them stronger still,” says PAL’s executive vice president, Henry So Uy.

When fully deployed sometime next June, MCIS will evolve all aspects of PAL’s operation, from the marketing, to reservation ticketing and check-in procedures.

“This system will give Philippine Airlines’ most regular and discerning customers the added-value services they expect from their chosen carrier. [MCIS] will help lift PAL to even greater levels of service excellence, and agreement represents a major breakthrough for our frequent flyer solution with one of the most prestigious airlines of the Far East,” comments Hugh Pride, executive director, Mercator.

A project team from Mercator is already is already customising the solution, enabling it to communicate with individual members and personalise interactions within PAL.

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