Voice of Partner strategy
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Project Overview
Velocity Frequent Flyer is committed to gaining a deeper understanding of the ‘voice of the partner’ in order to optimise their partnerships. Key to identifying and unlocking new opportunities and areas of improvement within their partnerships was to hear directly from their existing partners with an objective view of their experience.
Customer Objective
To deliver unique value to my business, and my customers, through our partnership with Velocity.
Business Objective
To establish strong, mutually beneficial long-term relationships with program partners.
Virgin Australia (Velocity Frequent Flyer)
Velocity Frequent Flyer is the loyalty program of Virgin Australia airlines. On a mission to provide their 10M+ members with easy ways to earn Velocity Points every day at home and around the world, so they can enjoy rewards sooner.
Industry:
Aviation, Loyalty
Company size:
Part of the Virgin Australia Group of 4000+ employees
Collaborated with T&H:
2023
T&H Services:
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Approach
Tasked with understanding the needs, wants and expectations of Velocity program partners, Tortoise & Hare undertook qualitative research through 1:1 interviews with a sample of current partners.
Insights gathered through the interviews formed key areas of focus for Velocity, supported by ‘jobs to be done’ and opportunities for partnership optimisations.
Partner spotlights provided further detail and identified opportunities to pursue based on the partnership status.
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Results
14 interviews were completed in total, providing Velocity with a robust view of their current state partnerships.
Summarised opportunities by area of focus and by partner will be used by Velocity to inform their strategic planning and partnership management moving forward.
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