Turkish Airlines Annual Report 2010

14%

The number of participants in Miles&Smiles, Turkish Airlines’s frequent-flyer program increased by 14% and reached 2,051,036.

Miles&Smiles: A world of advantages

Turkish Airlines’ Miles&Smiles frequent-flyer program offers members a wide range of benefits that can be exchanged for free travel, accompanying passenger tickets, and travel class upgrades.

 

Our Services / Business Development

 

With Miles&Smiles your miles are as valuable as you are…

Turkish Airlines’ unique frequent-flyer program Miles&Smiles is an important product designed to create long-term relationships between the airline and its passengers and to generate regular and indirect sources of revenue through agreements and collaborations that the company enters into with others.

Since its original launching in 1989 (as “Frequent Flyer”) Miles&Smiles has continued to grow strongly in more than two decades since then. With the addition of new program partners, the travel mile sales revenues secured through Miles&Smiles (and not including Shop&Miles) increased by 128% year-on in 2010 while there was also a 7% rise in free travel and upgrade performance.

The total number of Miles&Smiles members, which was 1,804,181 in 2009, increased by about 14% and reached 2,051,036 in 2010.

Miles&Smiles offers participants opportunities to earn and spend their miles through agreements that Turkish Airlines has entered into with 29 airlines and with 25 program partners that are active in the hotelery, vehicle rental, financial services, telecoms, fuel, and automotive sectors.

The features and advantages of Shop&Miles, which is the credit card brand of the Miles&Smiles frequent-flyer program and which has itself introduced many innovations to the Turkish banking industry, are constantly being expanded with the aim of achieving and maintaining the highest levels of customer satisfaction. GarantiBank, the most important Miles&Smiles program partner, continues to successfully conduct its credit card services through its collaboration with Turkish Airlines. The Shop&Miles credit card was the first credit card in Turkey to earn travel miles against ordinary (non-travel) purchases made with the card. It is this feature that keeps it out in front of all other cards in terms of user numbers.

The travel miles earned on flights and from program partners can be used for free travel not just on Turkish Airlines and AnadoluJet flights but also on the flights of any airline that is a member of Star Alliance.

Customer Satisfaction
Always seeking to respond immediately to passengers’ wishes in line with its approach to high-quality service, Turkish Airlines promptly acts upon all passenger complaints, suggestions, and commendations that it becomes aware of and it deals with them in such a way as to achieve passenger satisfaction. In the twelve months to end-2010, compared to the beginning of 2010 there was a 50% improvement in the amount of time it took the company to respond to passengers’ requests. In order to achieve sustainable customer satisfaction and to develop a customer loyalty profile, all incoming communications are reported. Methods are also developed to make improvements based on findings.

Call Center (444 0 849)
The Turkish Airlines Call Center is one of the company’s most important service delivery, marketing, and sales channels. As of February 2009, the call center was serving callers through two different firms operating out of four different locations.

Call center services are outsourced with the aim of improving quality and accessibility while reducing operating costs. Response rates were also increased to ensure that service resources are available when required.

In 2010 South Africa (Johannesburg) and Norway (Oslo) were added to the lineup of the previously existing locations (USA, UK, Germany, France, Moscow, Switzerland, Netherlands, Denmark, Austria, Turkish Republic of Northern Cyprus, and Italy) from which incoming reservation and sales calls can be handled by the Turkish Airlines Call Center.

A customer satisfaction poll was added to the Turkish Airlines Call Center’s interactive voice response system in September 2010 in order to determine the level of customer satisfaction with the airline’s service quality. According to the results of this poll, 97% of callers said they were satisfied with the call center’s service. The points with which callers said they were dissatisfied were analyzed and action has been taken to make improvements where necessary.