In the fast-evolving world of aviation loyalty programs, few bring a history of transformative success to a pivotal role like Jaime Manso. Newly appointed as the Senior Vice President of Loyalty & LifeMiles for Avianca, Manso steps into a role that promises a fresh direction for member experiences and program development. With a robust background in business strategy and customer loyalty, Manso is set to leverage his expertise to foster growth and enhance member engagement in Avianca’s well-regarded LifeMiles program. Our conversation delves into his strategic vision and the innovative changes he plans to implement.
Can you tell us more about your past experiences in business strategy, digital transformation, and customer loyalty that you will bring to your new role at Avianca?
I’m thrilled to bring a wealth of experiences to Avianca’s team. Over the years, I’ve been focused on blending commercial strategies with innovative customer loyalty solutions. My background has always revolved around understanding customer needs and channeling that insight into tangible business growth. For example, in my previous roles, the emphasis was on creating digital solutions that not only captured customer engagement effectively but also drove businesses forward. This alignment between business strategy and customer loyalty will be a cornerstone in my work with the LifeMiles program.
What specific goals do you have for expanding the earning and redemption opportunities in the LifeMiles program?
LifeMiles is already a prominent player in loyalty programs in Latin America. My immediate goal is to broaden our partnership network, offering members more avenues to earn and redeem their miles. We’re exploring collaborations that resonate with our members’ lifestyles, whether through travel, retail, or even daily activities. The aim is to ensure that LifeMiles fit seamlessly into the everyday life of our members, adding value at every touchpoint.
How do you plan to enhance the digital experience for LifeMiles members?
Enhancing the digital experience is central to our strategy. We’re looking to integrate more personalized and intuitive features within our digital platforms. This involves leveraging data analytics to understand member preferences better and deliver a seamless online journey. Whether it’s booking flights, managing accounts, or redeeming miles, members should find the process engaging and straightforward.
What strategies do you have in mind to ensure the LifeMiles program provides long-term value for its members?
Long-term value hinges on relevance and continued adaptability to market changes. We’re committed to evolving with our members’ needs by regularly reviewing our offerings and incorporating member feedback. Additionally, maintaining a diverse partner network ensures that our members consistently find fresh and relevant ways to benefit from being a part of LifeMiles.
How will you ensure effective collaboration between LifeMiles, Avianca, and its strategic partners?
Collaboration is about maintaining open dialogue and aligning on shared goals. The strength of our partnerships rests on mutual understanding and alignment with Avianca’s vision for LifeMiles. Regular strategic sessions and feedback loops will be vital in ensuring all parties are moving towards common objectives, benefiting our members and partners alike.
In what ways do you intend to align key initiatives and cross-functional projects to maximize the value for LifeMiles members?
The key lies in integrated planning and execution across all functions touching LifeMiles. By fostering a culture of collaboration, ensuring everyone from technology to marketing works cohesively towards shared goals, we can streamline our initiatives to maximize value. Clear communication and collaborative technology platforms will be central tools in this alignment.
How do you foresee your role impacting Avianca’s growth in the loyalty program sector?
I see my role as pivotal in driving Avianca’s leadership in the loyalty sector further. By innovating the LifeMiles program and enriching its offerings, we aim to remain at the forefront of member satisfaction and engagement. Strengthening our loyalty base will naturally contribute to Avianca’s overall growth trajectory.
Can you talk about any innovative ideas you’ve successfully implemented in your previous roles that might influence your work at Avianca?
Innovation has been a cornerstone of my career. One initiative I’m particularly proud of involved a digital rewards platform that significantly improved customer interaction and retention by personalizing rewards. Insights gained from this experience will undoubtedly influence our approach to making LifeMiles an even more attractive and interactive program.
What unique skills or perspectives do you think you bring to Avianca’s team?
My unique blend of strategic vision and operational execution sets me apart. I am adept at identifying market trends and translating them into actionable strategies, a skill that will steer LifeMiles toward new frontiers. My diverse industry experience offers insights that will help drive creative and effective solutions tailored for Avianca’s ecosystem.
How do you plan to measure the success of changes made to the LifeMiles program?
Success will be measured through member satisfaction scores, engagement rates, and the growth of our member base. Additionally, analyzing redemption frequencies and partner feedback will provide a comprehensive view of how well the program changes are resonating with stakeholders.
What challenges do you anticipate in your role as Senior Vice President of Loyalty & LifeMiles, and how do you plan to overcome them?
Loyalty programs are consistently challenged by evolving consumer expectations and competitive pressures. By staying data-driven and member-focused, we plan to meet these challenges head-on. Continuous innovation and flexibility in our approach will position us to adapt swiftly and effectively to any market shifts.
Do you have any advice for our readers?
Stay open to change and embrace opportunities for growth and learning in every situation. The travel and tourism landscape is constantly evolving, and flexibility is key to both personal and professional development.
