Houston-based Continental Airlines is making some interesting moves to win loyalty. In fact, flight attendants are now handed in-flight reports prior to take-off that flag the airline’s most valuable customers -– recognizing any delays or inconveniences they may have experienced en route so they can be treated with special care. Such treatment is paying off. The airline has earned an extra $200 in revenue on 400,000 of its top customers, and another $800 in revenue on 35,000 customers in its most profitable tier, according to a recent article in CIO Magazine.

That wouldn’t be possible without a system to analyze customer data, and the operating processes necessary to leverage it at the gates or in the skies. Relying on insight from its enterprise data warehouse, the company identifies valued customers that have experienced delays, and then sends them a letter of apology and provides some kind of compensation (such as a free cocktail or frequent flier miles). Research suggests that passengers are far more likely to simply forget the incident as a result of such actions.

Continental has even determined how to automate the rebooking process should a connecting flight be missed. The airline’s most valuable customers may even find themselves on a competitor’s plane – all an effort to recognize that individual’s long-term value and keep it. “Before the data warehouse, the person who yelled the loudest got the best service,” says Alicia Acebo, Continental's data warehousing director. “Now our most valuable customers get the best service.”