Philippine Airlines chooses Mercator's Customer Loyalty Programme

On Wednesday (September 5) Henry So Uy, PAL's Executive Vice President, and Hugh Pride, Mercator's Executive Director, signed the multi-million dollar deal in Dubai to provide PAL with the state-of-the-art system.

It will allow the 300,000 members of PALsmiles, the airline's Frequent Flyer Club, to use the Internet to enrol, see their miles balance, book flights instantly and receive targeted promotions tailored for their specific needs.

Airline staff involved at every step of a customer's journey, from the marketing team to reservations ticketing and check-in staff, will use the system to make the PALsmiles service as smooth and hassle-free as possible.

PAL has been in operation for 60 years and now carries six million people a year. It prides itself on its excellent service and hospitality.

Mr So Uy said: "This contract adds another pillar to the ever-growing partnership between the Emirates Group and ourselves.

"Our close ties go back nearly 10 years to March 1992, when we named DNATA as our Dubai General Sales Agent. In September 1999, we started code-share flights with Emirates. The links have been fruitful for PAL and have strengthened our Middle East presence.

"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 today's agreement will make them stronger still," Mr So Uy said.

Mr Pride said: "This system will give Philippine Airlines' most regular and discerning customers the added-value services they expect from their chosen carrier.

"It will help lift PAL to even greater levels of service excellence, and the agreement represents a major breakthrough for our frequent flyer solution with one of the most prestigious airlines in the Far East."

A team from Mercator is now customising the system so it can communicate with individual members and personalise their interactions with the airline. It should be fully operational by next June.

Mercator is the wholly-owned IT subsidiary of the Emirates Group which also includes award-winning Emirates airline. Mercator offers a comprehensive range of systems for the airline, air cargo and airport community, including financial, passenger service, and customer relationship management systems.

It has customers on five continents, thanks to its growing reputation for innovation and quality, and its alliances with leading software development houses and strategic partners including ATRAXIS, SITA, Oracle and Global Freight Exchange.