ON BOARD WITH RANDY PETERSEN

Randy Petersen MILITANCY
April 2003
by Randy Petersen

As far back as 1977, Lou Harris conducted a study, "Consumerism at the Crossroads," in which he estimated that companies had 10 years, perhaps less, to begin including consumers in the corporate decision-making process, or face a virulent new strain of militant consumer action.

Now, more than 25 years after Harris conducted his study, consumer militancy appears to have become a reality in the world of frequent-flyer programs. Within the past three years, no fewer than four major North American airline programs have been opposed by organized consumer groups whose aim has been to encourage the reversal of changes made to the programs. Continental members tried to "Deny Continental the Freddie Award;" US Airways saw some of its Dividend Miles members start a "Cockroach" campaign; Air Canada Aeroplan was faced with "Errorplan;" and now Delta SkyMiles members have renewed a "SaveSkyMiles" campaign, complete with its own Web site (www.saveskymiles.com).

Take Air Canada, for example. In January 2002, 22 hard-core members of Air Canada's Aeroplan started up a satirical Web site, Errorplan.com, devoted to stopping changes to the program. The group used printed newsletters and the Internet to warn of upcoming program changes even before they had been announced.

But what ignited this recent firestorm of mileage militancy? Part of the reason may stem from a failed attempt by the U.S. government to address the rights of travelers. In 1999, the U.S. Congress proposed a bill that would address many of the concerns facing frequent travelers. But when all was said and done, the only thing the airlines committed to disclose were their frequent-flyer rules.

Still frustrated, and with no more illusions that the government would come to the rescue, frequent flyers turned to each other, and they did so via the Internet.

If the information age has taught us anything, it is that we are not alone. In numbers there has always been power, and with current technologies such as e-mail and online bulletin boards, numbers have never been easier to acquire.

Witness FlyerTalk, an online bulletin board devoted to frequent travelers. This year alone, FlyerTalk will likely see nearly 2 million posts, all on topics related to frequent-flyer programs and travel. Today's militants oppose program changes on principle and strive to garner the combined strength of frequent flyers-even those in other programs-to oppose any change that might negatively impact the entire industry.

Do these efforts have any effect? Sometimes. Air Canada executives, for example, willingly met with members of the Errorplan guerilla front. The proposed changes were never implemented, and unlike just about every other loyalty program out there, Aeroplan has made no changes to benefits for 2003.

A belief by members that they have a "right" to benefits, combined with a general disillusionment in the government's ability to assist and ready access to thousand of others in the same boat, proved a perfect set of circumstances for the proliferation of today's brand of militancy.

You can contact Randy Petersen at randy@insideflyer.com.

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