Krishnan Saranathan, Managing Director of MileagePlus at United Airlines, reveals how gamification strategies are reshaping United's loyalty rewards program. Consumer behavior is changing. With the rise in market noise and complexity, so too must innovative brands change the way they market to those consumers. At the front line of these shifting sands are loyalty programs - the economic and behavioral engines for travel, retail and other major sectors. Find out how loyalty programs like United's industry-leading Mileage Plus program are reinventing the consumer relationship - online and off - and what's in store for major brands in our fun, consumer-centric future."
Krishnan is a seasoned executive with over 17 years of experience in a broad range of functional areas including P&L management, product development and innovation, marketing and merchandising and business development. In his current role as Managing Director of MileagePlus at United Airlines, he is responsible for managing the mileage accrual and redemption portfolio, and all aspects of the loyalty currency including program economics, liability and member engagement. He is also responsible for managing P&L for the loyalty subsidiary valued at over $2B. Prior to his current role, he led an internal consulting group that leveraged modeling, advanced analytics and technology investments to drive sustainable bottom line value in Revenue Management, Network Planning and other operational areas. He has an MBA from Northwestern University, Master’s degree in Engineering from University of Missouri and Bachelor’s degree from Indian Institute of Technology. He currently lives in a suburb of Chicago with his wife and two daughters.
Krishnan Saranathan, Managing Director of MileagePlus at United Airlines, discusses one of the oldest model of consumer gamification, airline rewards programs, and how United gets its loyalty program right.