tw3c #4: Airlines and the blockchain, smart contracts in CRM & travel innovation 3.0

Welcome and GM to The Web3 CRM Brief - or short, tw3c.

tw3c is the number one web3 CRM newsletter for marketers, growth and project managers who scale web3 communities. In this newsletter, I'll share the most interesting stories about

👋 community engagement📇 CRM tactics for web3📊 on-chain wallet data collection & analytics⛓ tool tipsand actionable best practices to make the most of your web3 communities!

👋 One Best Practice: How Airlines Use Blockchain For Automation And Data Management

Are we talking enough about the airline industry when it comes to best practices for blockchain-backed CRM strategies, along with the data management associated with them?

As the travel industry continues to evolve and adapt to new technologies, more and more airlines have been turning to blockchain to enhance the functionality and security for different touchpoints, including their loyalty programs. And this has been going on for years already:

• Lufthansa launched its "Blockchain for Loyalty" program in 2019

• Air Asia's "Big Loyalty" program was launched in 2018

• Singapore Airlines launched its "KrisFlyer" blockchain-based loyalty program in 2018

• United Airlines announced its partnership with AviancaTACA to develop a new blockchain-based loyalty program, but it's not clear when it was launched, as it's still in development phase

What exactly are they solving with the use of decentralized tech?

• Lufthansa: allows customers to earn and redeem loyalty points for various non-flight related purchases such as hotel bookings and car rentals. By using blockchain, Lufthansa is able to offer more flexibility and choice to customers in how they redeem their rewards, as well as providing a more secure and transparent way of tracking and redeeming points.

• Air Asia: allows customers to earn and redeem rewards points in real-time. The program is designed to enhance customer engagement and loyalty by providing immediate benefits and rewards to customers. The use of blockchain also enables Air Asia to track rewards points more efficiently and effectively, which can help to reduce fraud and improve customer data management.

📇 One CRM Mechanic For Your Project: Smart Contracts

This time we will not start from a 'web2' tactic and how to adapt it for 'web3', but from a web3-native method to optimize a CRM strategy from a technical point of view. Namely, by integrating smart contracts.

Smart contracts can be used to automate and streamline processes such as user onboarding or dispute resolution, leading to more efficient and transparent interactions with community members.

Moreover, smart contracts can increase transparency and trust between projects and their communities by explicitly laying out the terms and conditions of the contract in the code. The execution of the contract is automatic, reducing the potential for human error or fraud.

From an experience perspective, smart contracts hold the potential to be integrated with other web3 technologies, such as decentralized identity management and token-based loyalty programs providing an even more seamless and secure CRM experience for users.

One drawback, however, is that developing and deploying smart contracts is still a bit rocky. So don't go ahead without a technical professional to get it up and running.

📊 One Metric To Consider This Week: Net Promoter Score

The key metrics for a web3 project's CRM strategy depend on the specific goals of the project. It is important to identify the key metrics that are most closely related to the project goals and to track and analyze these metrics over time to understand how the project is evolving.

Is your goal to understand how users and community members perceive your project?

Then, a metric to consider could be the Net Promoter Score (NPS).

Net Promoter Score (NPS) is a metric used to measure customer satisfaction and loyalty by asking customers how likely they are to recommend a company's products or services to others. The score is calculated by asking customers to rate their likelihood of recommending a company on a scale of 0 to 10, with 10 being the most likely.

Customers are then grouped into three categories: Promoters (9-10), Passives (7-8), and Detractors (0-6). The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

To track NPS, projects can use surveys, either through email, phone or in-person interactions, to gather feedback from the community. Surveys can be sent out on a regular basis, such as quarterly or annually, to track NPS over time.

NPS is not only a metric to measure the loyalty of customers, but also a leading indicator of revenue growth. Companies or projects with high NPS tend to have higher revenue growth than those with lower NPS, as promoters are more likely to buy again and recommend it to others.

Are you listening to your community often? Especially also to those who don't like you (yet)?

⛓ One Tool To Look At This Week: Winding Tree

Sticking to this week's travel motto, a tool to look at for those working in or interested in the travel industry is Winding Tree, an innovation network for all things blockchain and travel.

Winding Tree is a blockchain-based platform that allows airlines to create and manage their own loyalty programs on the blockchain. The platform utilizes smart contracts and decentralized ledger technology to provide airlines with a secure and transparent way to manage rewards points and redeem them for rewards.

✅ Full control without the need for centralized intermediaries✅ Improved quality of customer data✅ Improved security of customer data✅ Increased flexibility with customers being able to use rewards also on other platforms such as hotels, rental cars, and other travel-related services✅ Promoting ownership with customers owning their data, and being able to view and manage it

Kudos to Maksim Izmaylov & team for building this :)

Thanks for reading! How did you like this edition? If you have any questions or feedback, don't hesitate to reach out by responding to this email.

Until next week,Lea