IndiGo: Launching a loyalty programme at scale in the world’s 5th largest economy

Paula:  Hello and welcome to Let’s Talk Loyalty and Loyalty TV, a show for loyalty marketing professionals.

Paula:  I’m Paula Thomas, the founder and CEO of Let’s Talk Loyalty and Loyalty TV, where we feature insightful conversations with loyalty professionals from the world’s leading brands.

Paula:  Today’s episode is hosted by Amanda Cromhout, the founder of Truth, an international loyalty consultancy.

Paula:  She’s also the author of the book Blind Loyalty, 101 Loyalty Concepts, Radically Simplified.

Paula:  Enjoy.

Amanda:  Hi, I’m Amanda Cromhout from Truth and the author of Blind Loyalty.

Amanda:  Today I have the honor of interviewing Neetan Chopra.

Amanda:  He is the Chief Digital and Information Officer at IndiGo Airlines.

Amanda:  But before we talk about IndiGo Airlines, which is incredibly impressive, I want to position its place in the world not only in aviation but in commerce.

Amanda:  They are based out of India and India is the fifth largest economy in the world.

Amanda:  It is a youthful market with an enormous population ready to fly on the on airlines.

Amanda:  In 2024, 220 million people traveled by air and 100 million of those passengers in 2024 traveled on IndiGo Airlines.

Amanda:  It is a young airline, it’s only 18 years old.

Amanda:  And today we also talk about BluChip, the launch of its loyalty proposition.

Amanda:  BluChip was launched five months ago.

Amanda:  Within five months, it has over 2 million members in its loyalty proposition.

Amanda:  And its future plans are to build an impressive ecosystem across financial services and co-brand propositions, across retail and leisure, and of course, across other travel partners.

Amanda:  This interview is a real treat, not only for airlines, but obviously for the broader loyalty proposition, BluTrip by IndiGo.

Amanda:  Today’s loyalty TV show is going to be a real treat.

Amanda:  I have Neetan Chopra.

Amanda:  He is the Chief Digital and Information Officer at IndiGo.

Amanda:  Neetan, welcome to Let’s Talk Loyalty and Loyalty TV.

Neetan:  Thank you so much, Amanda.

Neetan:  Really happy to be here.

Amanda:  It’s really exciting to have you.

Amanda:  I know from a fact that we’ve got so much to talk about.

Amanda:  I’m an airline girl at heart from my early career.

Amanda:  So this is an extra special interview with a brand as successful as yours and in a market as enormous as India.

Amanda:  So we’re in for a real treat.

Amanda:  So can’t wait.

Amanda:  And as you know, for Loyalty TV, the first question that we always ask is what is your favorite business book?

Amanda:  Now, obviously you’re an author yourself.

Amanda:  So maybe you’re going to be terribly biased, but tell us what’s your favorite business book.

Neetan:  Yeah, I mean, nowadays I don’t read a lot, but recently I finished off a Atomic Habits on one of the lovely IndiGo flights.

Neetan:  Yeah.

Neetan:  And I really enjoyed it, because I think there is also a correlation to, first of all, I thought the book was written in a very easy manner, right?

Neetan:  It’s written very easy and very easy to read.

Neetan:  And I think to some extent that’s very relevant to loyalty programs, right?

Neetan:  The ease with which it is executed.

Neetan:  And I like the messaging, the simple messaging in Atomic Habits.

Neetan:  Yeah.

Neetan:  And Amanda, just to give you a bit of an idea, in India, there are two big food delivery giants, right?

Neetan:  So, Matto and Swiggy.

Neetan:  And when I just take a check with people saying, which one do you use?

Neetan:  Out of habit over the years, they only use one or the other, right?

Amanda:  Yeah.

Neetan:  And how lovely it would be if in loyalty programs, we could get our consumers, our customers to be habitual about our brands, right?

Neetan:  So, I really enjoyed Atomic Habits, yeah?

Neetan:  And its correlation to loyalty.

Neetan:  But it would be a miss for me not to talk about my own book.

Amanda:  Yeah, absolutely.

Neetan:  Yeah.

Neetan:  Accelerated Digital Transformation by Kogan Page, published worldwide.

Neetan:  I think done around 4,500 copies.

Neetan:  My Arabic version is likely to be released in summer of this year.

Neetan:  I think in Dubai or UA region.

Neetan:  Yeah.

Neetan:  So, yeah, these two would be my favorite for now.

Amanda:  Well, there’s nothing to be ashamed of, saying your own book is one of your favorites, because I know you will have read it a hundred times, just as an author has to, so congratulations.

Amanda:  And I love, I also love Atomic Habits.

Amanda:  What an incredible read.

Amanda:  So, great.

Amanda:  Well, you’ve had an interesting journey to get to where you are now.

Amanda:  And I think we absolutely can’t wait to unpack the IndiGo story.

Amanda:  But tell us a little bit about your story, because it’s not a traditional loyalty story.

Neetan:  Yeah.

Neetan:  Well, I think, you know, professional life of a career has been more driven by serendipity than design, to be very honest.

Neetan:  After my master’s here in India, did a short trip, did a short stint with what is now called Accenture.

Neetan:  It used to be called Anderson Consulting in Delhi.

Neetan:  Then I got a call from, you know, one of my other favorite airlines, which is Emirates Airlines in Dubai.

Neetan:  And yeah, I took that chance, stayed with them for a good 22 and a half years, which was just amazing, right?

Neetan:  Building that brand and that great kind of consumer-facing service from the sands of Dubai was just beautiful, right?

Neetan:  Being part of the team.

Neetan:  Then on a mentor’s advice, took a bit of detour, joined Dubai Holding, which was non-aviation.

Neetan:  Yeah.

Neetan:  And I kind of did a bit of both technology.

Neetan:  I was a technology guy all my life.

Neetan:  Yeah.

Neetan:  In Emirates for around six, seven years, I kind of co-ran the transformation program, which we started in 2013, which we now call digital transformation.

Neetan:  But we did not conceive of it then like so.

Neetan:  So Dubai Holding was a whole set of brands, Jumeirah, again, digital.

Neetan:  And we also kind of revamped Jumeirah’s loyalty program, then Jumeirah One, and a number of other such initiatives.

Neetan:  And then the calling of the airline, as you said, when the founders said, come to India and be part of this beautiful IndiGo, what it was doing for India and now internationally.

Neetan:  So here I have a bit of a techno commercial role.

Neetan:  So I run IT.

Neetan:  We just launched BluChip, our loyalty program.

Neetan:  So that PMN is under me.

Neetan:  I run the marketing division for IndiGo, as well as we’ve recently launched a Ventures arm to create that virtuous loop with innovation and startups and airlines, very similar to what JetBlue Ventures had done.

Neetan:  So that’s my profile.

Neetan:  Now back to airlines for the last three years.

Amanda:  And I just think what is so fabulous listening to you is, apart from a sharing a passion for airlines and it runs deep into one’s blood once it was started in the airline industry.

Amanda:  But what I’m loving is the importance of that marriage between marketing and tech, right?

Amanda:  I mean, like, it’s super obvious, everyone talks about it, but you’re actually living it.

Amanda:  And I think that’s what’s playing out beautifully in IndiGo.

Amanda:  And we’re going to hear all about that, as you say, the launch of your loyalty program and so on.

Amanda:  But it’s great.

Amanda:  You’re living proof of how important that is.

Amanda:  And I’ve worked with a couple of directors in positions such as yours across retail and so on, when the two come together so much more powerfully, when they’re not actually fighting across silos in an organization.

Amanda:  So thank you for sharing that.

Amanda:  And so I think before we even unravel the airline industry or the power of this incredible brand IndiGo, when you and I chatted briefly, I really wanted that the power of the Indian market to be understood by the listeners of loyalty TV, because I have the honor of knowing the Indian market quite well.

Amanda:  But I really think this is a hidden gem in the world of commercial, not aviation.

Amanda:  So can you share with us a bit about India?

Amanda:  Because a lot of the listeners of loyalty TV won’t be that aware of it.

Neetan:  Yeah, I’ll do that in a bit.

Neetan:  But Amanda, you have an airline and you had some association with India as well.

Amanda:  Yes, my eyes used to be British Airways for many years.

Amanda:  And during that tenure of various roles, I looked after Africa, Middle East and India for the executive club.

Amanda:  So it was loyalty in India through the executive club.

Amanda:  And I always had a very special place in my heart for the Indian teams across the various markets.

Amanda:  So it started and it’s continued in my loyalty work.

Amanda:  So yeah.

Neetan:  Yeah.

Neetan:  And for you as well, once an airline person, you always stay connected to the airline.

Amanda:  Never ever leaves this.

Amanda:  So if I get a call to talk to someone like you or a call to work on an airline project, it’s loyalty and airline together.

Amanda:  It has to be my sweet spot.

Neetan:  So listen, I returned back to India after 27 years, staying in the UAE and Dubai.

Neetan:  And I’m absolutely fascinated by what’s happening here.

Neetan:  And so humbled and grateful to be part of what’s going on in the country.

Neetan:  So just to give you a bit of an idea, you would know, I mean, most people know this, 1.5 billion people in India.

Neetan:  Currently, at least 500 million of those are in the middle class, which to some extent defines our segment, growing to 750 million in 2030.

Neetan:  What’s fascinating, and I see this all around me, median age is 28 years, Amanda.

Neetan:  So, it’s a youthful country, all willing to travel and fifth largest economy right now, aspiring to become the third largest by 2030.

Neetan:  And what’s also fascinating and the great opportunity presents is that there is still a very low level of airline or air travel penetration in India, right?

Neetan:  So, despite the big science.

Neetan:  So, that’s the country in a sense, in numbers.

Neetan:  But if I look at the air travel, this year we had 2024, I am not this year, I’m a previous year, calendar year, around 220 million people traveled by air, which is expected to grow to 400 million by 2030.

Neetan:  And Amanda, if I just look at it, I think the population of the US is about 340 million.

Neetan:  So, just imagine, right?

Neetan:  2030, 400 million Indians will be traveling while much higher than the population itself of the US.

Neetan:  Yeah.

Amanda:  The numbers are staggering.

Amanda:  It’s actually amazing, actually.

Amanda:  And that’s why any organization operating in India has such a story, because the markets outside of India is pretty much unknown.

Amanda:  But within your economy, as you say, what I love as well about is that it’s a youthful market, like median age is 28.

Amanda:  In South Africa, we have a youthful market as well.

Amanda:  I actually don’t know what the median age is, but it’s definitely youthful versus other markets.

Amanda:  And it does present incredible opportunities.

Amanda:  But as you say, the number of individuals traveling by air, not even the population is just, what a great place to be operating an airline.

Neetan:  Yeah.

Neetan:  You know, if there’s one thing is scale, if you want scale, right, that’s where you could look at India and you’ll see planetary scale in India.

Neetan:  But also just the diversity of the various segments, right?

Neetan:  The country is many Indias, we often say many Indias in one India, right?

Neetan:  So, I mean, it’s just fascinating to be operating in something like this and working out the strategies and plans not only for Indians living in India, but also Indians living globally that there are a number of, as well as other nationalities.

Amanda:  I love that many Indias within India.

Amanda:  Okay, so we’re here today to talk about IndiGo.

Amanda:  And I think you said within India, there’s four or five airlines operating, but IndiGo’s positioning is very prominent in the market.

Amanda:  So tell us a bit about the airline.

Amanda:  It’s a relatively young airline versus global carriers that we know of.

Amanda:  So I think let’s give the audience a real understanding of IndiGo, how big it is, the scale of the company you’re working for.

Neetan:  Yeah, I mean, you know, when I was in Emirates, I used to see these exponential curves, right?

Neetan:  Of growth and potential and the growth mindset and, you know, cabin crew numbers, EFKs, and I thought, you know, in aviation, I had seen it all in terms of pushing for growth.

Neetan:  Until, of course, I come to beautiful IndiGo, right?

Neetan:  So currently, I mean, I just checked today morning, we operate close to 2,200 plus flights a day, yeah?

Neetan:  We carry every day more than 350,000 customers across our beautiful network, right?

Neetan:  Last calendar year, we carried 100 million people, yeah?

Neetan:  And, you know, our networking expert puts it in a very nice manner.

Neetan:  He says 96% of the population of India, given our network, is within 150 kilometers of any IndiGo flight, right?

Neetan:  That’s just amazing, given the diverse nature of the country.

Neetan:  So IndiGo, I mean, it’s a huge operational behemoth in India, growing also exponentially internationally, right?

Neetan:  And the way I look at growth, I see two segments of growth, Amanda.

Neetan:  One is just on such a huge base, I think we’ve got over 900 aircraft on the order.

Neetan:  One aircraft arrives every week, right?

Neetan:  It’s just incredible growth of the existing business model itself is quite amazing.

Neetan:  Just the scale on such a huge base on 2200 flights a day.

Neetan:  Plus also the second dimension is you’re not evolving business model.

Neetan:  RCO puts it very nicely that we left the LCC train station a while back, right?

Neetan:  So we are growing internationally.

Neetan:  We’ve launched stretch our business product on our busiest and business routes.

Neetan:  We’ve launched BluChip, our loyalty program.

Neetan:  So, yeah, I mean, it’s another story of, given India’s, you know, it’s just an amazing story of the airline itself.

Amanda:  You mentioned LCC.

Amanda:  So just for the non-airline folks out there, low-cost carrier LCC.

Amanda:  And I think it’s incredible that you mentioned to me that 30% of your ASKs available seat kilometers are international.

Amanda:  So you’re definitely making waves well outside of India and with a new business class product as well.

Amanda:  So it’s incredible.

Amanda:  And I love the reference to Emirates many years ago, because I also studied Emirates when I was at British Airways.

Amanda:  And I often share this story with Dr. Benkader around when I was a graduate at British Airways, I was sent on a project to watch this emerging airline coming out of Dubai.

Amanda:  So it’s a stunning example.

Amanda:  And I just pretty much said to everyone, watch out, this is a huge organization that’s going to disrupt the leadership the British Airways had at the time.

Amanda:  But that was for many eras ago.

Amanda:  So focusing on today and IndiGo, as you said, you’ve launched your loyalty proposition called BluChip and it’s very new to the market.

Amanda:  So please tell us about BluChip, because obviously your audience today are loyalty lovers.

Amanda:  So let’s hear about BluChip.

Neetan:  Yeah, I mean, BluChip was very exciting.

Neetan:  We launched, so we had a young airline, as you said, Amanda, we did our 18 years, completed our 18 years, started our 18 years on 5th of August, 2024.

Neetan:  And we decided to do the Steve Jobs type unveiling during that event.

Neetan:  And one of the unveilings which we had been designing for a while was BluChip, our loyalty program.

Neetan:  So we’ve launched it, we kind of unveiled it on 5th of August.

Neetan:  We went live with BluChip around October.

Neetan:  In digital terms, it’s called the Canary Release.

Neetan:  So you tune it up for 10 percent, 20 percent, just make sure you do it in a phased manner.

Neetan:  So by mid of October, we had done the BluChip kind of full release on our website, our app.

Neetan:  And since then, the Indian customers at Diaspora has responded very lovingly.

Neetan:  We had some initial hiccups which we cleared.

Neetan:  And now we see 15,000 enrollments a day.

Neetan:  We have up to 2.2 million BluChip members already around five months of operation.

Neetan:  Wonderful.

Neetan:  And this year for me is, and then the first phase as you would expect.

Neetan:  So it’s early days for BluChip, it’s just been launched, yes, four or five months.

Neetan:  And the first phase was allowing kind of burn and burn within the IndiGo ecosystem.

Neetan:  And as you can imagine, we now start building the next phase, which is the larger ecosystem.

Neetan:  So running BluChip as we had promised when we unveiled it, and very exciting, with a distinctive name as well.

Amanda:  I know, the name is fabulous.

Amanda:  And also your currency, the BluChips, right?

Amanda:  So you can earn and redeem BluChips.

Amanda:  I think what I’d really love you to explain as well to the audience of Loyalty TV was how the pillars of the airline, you talked about four values of the airline and how BluChip responds to each of those.

Amanda:  Because what I loved about that is when we design loyalty programs or audit loyalty programs for our clients, we always measure a number of different aspects.

Amanda:  One of them is how much the value proposition or the brand of the loyalty program matches the brand values of the mother brand.

Amanda:  When you spoke about this, it just brought the whole thing to life so powerfully.

Amanda:  Can you share that with everyone, please?

Neetan:  I think it’s so important that you have as a brand, a clear proposition for your customers, which you spend day and night ensuring you deliver to that proposition.

Neetan:  Well before my time, I mean IndiGo has had this wonderful proposition, which has four pillars.

Neetan:  Hassle-free, affordable, affordability, on time.

Neetan:  In fact, if you’re on one of our flights, we call it out as IndiGo standard time.

Neetan:  And then our beautiful network, Domestic and International.

Neetan:  So Hassle-free, affordable, on time and having a good network.

Neetan:  So for me and for the team, when we were designing BluChip, as you said, Amanda, it was important that we reinforce and we align very strongly with these promises or proposition that we make out to our customers.

Neetan:  That’s so important.

Neetan:  Otherwise, the whole thing needs to sink in.

Neetan:  You do it for the purpose of the brand and the customer.

Neetan:  So early days, but what are we trying to do?

Neetan:  Hustle-free, yeah?

Neetan:  Digitalized experiences, yeah?

Neetan:  Think IndiGo, think BluChip, think our app, our website, and Sky, which is our conversational data channel.

Neetan:  So yeah, no multiple websites, no multiple apps, just synchronized, keep it simple.

Neetan:  Earned mechanism, again, on the simplicity side and hassle-free side is based on spends, right?

Neetan:  You spend a particular amount of money, you earn so many pictures, again, very clear.

Neetan:  Also, the tier structure is very clear, right?

Neetan:  So as I said, BluChip, BluChips, and Blu123, right?

Amanda:  Stunning.

Neetan:  So yeah, hassle-free.

Neetan:  Affordable.

Neetan:  As Atomic Habit says, to build a habit, you need to make it attractive and easy.

Neetan:  So we’ve tried to make it attractive to the best of our ability.

Neetan:  The number of BluChips you earn per 100 rupees is eight at the base level.

Neetan:  Then of course, if you consume them, you build, if you operate on our direct channels, you earn a bit more.

Neetan:  If you’re in our tiers, you earn a bit more, right?

Neetan:  If you’re part of our co-brand ecosystem, you earn a bit more.

Neetan:  We’ve tried to make it from affordable perspective, a good proposition for our customers.

Neetan:  On time, I had this great feedback when we had to go through some feeding issues initially, but recently from just a few weeks back, somebody I knew in the network took a flight, IndiGo flight, and when he landed on the other end, we had credited his BluChip.

Neetan:  So on time, as much as possible, and you know Amanda, that when the ecosystem is built, it might not be within a few hours, but as much as possible, we try to credit your account.

Neetan:  Today, the world is all getting real-time, as much as possible using digital, real-time as possible.

Neetan:  And then network, our view was, from the day we launched this, anywhere to anywhere on IndiGo flight, you would start earning BluChips.

Neetan:  No blackouts, no complex rules.

Neetan:  You fly on IndiGo, you earn BluChips.

Neetan:  So yeah, it was so important, and we tried hard to bake in BluChip’s proposition into these four pillars, Amanda.

Amanda:  Lovely, beautiful.

Amanda:  Well, I’m a real fan of how a loyalty program brings the real, the mother brand’s values to life across those pillars.

Amanda:  So it’s great to hear it explained like that.

Amanda:  It’s a bit of a bit of a master class of loyalty branding with master, you know, mother brand branding.

Amanda:  You said that there’s over 700 million BluChips already issued.

Amanda:  So this is obviously the starting phase of the program.

Amanda:  What are the future plans for BluChip?

Neetan:  Yeah, I mean, very briefly, you know, where have we right now, 2.2 million BluChip members already in the last five-odd months.

Neetan:  In fact, I did a refresh of the data.

Neetan:  So around 800-odd million BluChips already issued.

Neetan:  And as you know, Amanda, loyalty begins once you redeem.

Neetan:  So around 2,400-odd PNRs have been redeemed, over nearing around 15 million IBCs.

Neetan:  So when I say IBC, I mean IndiGo BluChip.

Neetan:  So that earn-burn ecosystem has started kicking in and working.

Neetan:  Which we are really pleased about.

Neetan:  That is what you dream of, that customers will love our product and use it.

Neetan:  And that’s what’s currently happening, early days.

Neetan:  Now, what we need to do as a team now is to build the next wave, which everybody else does, which is the ecosystem.

Neetan:  As you would expect, we are starting with the financial ecosystem, the co-brand cards.

Neetan:  And India is, many India is within India, right?

Neetan:  So I perhaps cannot do what the US airlines have done, which is one predominant co-brand.

Neetan:  We need to take care of the hinterland, the metros, the non-metros.

Neetan:  We are working with a few financial partners to build that ecosystem, and we should see those going live starting next month onwards.

Neetan:  The second area we’re looking at is travel experiences.

Neetan:  You know, the cars, the ground transport, all the travel experiences.

Neetan:  And then of course, the third circle for me is retail and lifestyle.

Neetan:  I think I was reading one of your podcasts, and I think the Air New Zealand person said, 3Fs, flights, fuels, and food, I think she said, yeah?

Amanda:  Yeah.

Neetan:  So, yeah, I think very nicely put, you know, we got to do something which is rapidly, you know, you can earn on day to day, you know, day to day living.

Neetan:  As I think Nejib has also done with Skywards.

Amanda:  Yeah.

Neetan:  So, the next phase for us, big one is building the ecosystem and continuously improving the functionality of features and functionality in our BluChip program.

Amanda:  Yeah, stunning.

Amanda:  Absolutely.

Amanda:  And I think with that continuous focus on the functionality to make sure the user experience remains seamless, even though the value proposition is becoming multi-layered, potentially more complex without allowing that complexity to hit your customers.

Amanda:  So, all of this, as you’ve said, isn’t possible purely on your own.

Amanda:  So, you are in a partnership with Capillary.

Amanda:  So, please tell us what that entails.

Amanda:  What have you done together as IndiGo and Capillary?

Neetan:  Yeah, I think, you know, we did the standard.

Neetan:  I mean, that’s part of our design phase.

Neetan:  We ran the global beauty contest with various vendors.

Amanda:  Yeah.

Neetan:  As you would, the RFP process, right?

Neetan:  And then Capillary made it to the top.

Neetan:  So, we started working with them and we are using their platform.

Neetan:  Again, early days, but I tell you, Amanda, we used these terms a bit colloquially, but for me, this is very important.

Neetan:  The difference between, for me, the difference between the use of the word vendor versus the use of the word partner, is when the latter is truly, I mean, embedded in your goals.

Neetan:  We set out to create an absolute outlier in India and globally loyalty program for our discerning customers, for our customers, right?

Neetan:  And I think Aneesh and his team right now are very, very aligned with exactly that mission.

Neetan:  And whenever we have the meetings, of course, they not only contribute to our day-to-day stuff, because there’s stuff happening, as you can imagine, we are using the platform.

Neetan:  Yeah, but there are also these young brigades also very focused on giving us ideas to improving our overall BluChip program for the benefit of our customers.

Neetan:  And I think that’s crucial, that partners are true when they are involved with the final purpose in their mission and not just the transaction.

Neetan:  And I hope they continue to do that.

Amanda:  Great.

Amanda:  It sounds like you’re co-creating the BluChip of the future with Capillary as a partner rather than, as you say, as a vendor who is just providing what you request of them.

Neetan:  Exactly.

Amanda:  Yeah.

Amanda:  Stunning.

Neetan:  Exactly.

Neetan:  That’s a great word.

Neetan:  Co-create.

Neetan:  That’s the way it should be.

Amanda:  Lovely.

Amanda:  Great.

Amanda:  Okay.

Amanda:  So what would success, not would, but what does success look like for you with IndiGo and BluChip?

Amanda:  Now, I’m aware you might not be able to give away real KPIs in detail, but what are the key things you’re measuring and what does success look like?

Neetan:  All of this is a bit of an evolution.

Neetan:  So right now, my focus and the team’s focus has been on acquisition.

Amanda:  Yeah, of course.

Neetan:  We do measure the number of BluChip members, their activity levels, because as you can imagine, it’s early days.

Neetan:  But I think finally, it’s about actually perhaps two things.

Neetan:  One is delivering to those beautiful core propositions we have.

Neetan:  Yeah.

Neetan:  And we do measure customer feedback.

Neetan:  And we take it very seriously.

Neetan:  IndiGo does.

Neetan:  It’s got nothing to do with BluChip, but IndiGo is very clear about looking at NPS goals and discussing them.

Neetan:  And customer is always at the heart of our executive team discussions.

Neetan:  So making sure that the BluChip program is contributing to those four pillars and measuring them from the eyes of our customer.

Neetan:  And then finally, I guess, it’s about, that would be engagement.

Neetan:  And then finally, it’s about them coming back later, Amanda.

Neetan:  So one of the KPIs is number of segments that they take per customer eventually.

Neetan:  We’re also building a customer database as an asset.

Neetan:  So, yeah, I mean, there are at least 20, 25 other operational KPIs and measurement techniques.

Neetan:  But I think finally it boils down to, is this an active program?

Neetan:  Are people engaging with it?

Neetan:  Are they responding back to their love?

Neetan:  You know, because the proposition is very clear in terms of NPS scores.

Neetan:  And then are they coming back, you know, and repeating because finally, strategically, are they coming back?

Neetan:  And it comes to making a choice.

Neetan:  Are they preferring IndiGo because of, you know, because of BluChip?

Amanda:  Just listening to you, I mean, obviously you’re in the early years of your loyalty program with BluChip being less than six months old, five months old actually.

Amanda:  So acquisition clearly is going to be an extremely front of mind KPI.

Amanda:  But then listening to what I love there again, and maybe I’m just terribly biased about the brand value debate, but how your engagement stats are pulling back towards your four pillars of the IndiGo brand values, brand pillars.

Amanda:  And then last but not least, obviously profitability at the end of the day, commercially, this has got to make sense and change your passenger’s behavior.

Amanda:  So amazing.

Amanda:  Well, we, I know that the audience of Loyalty TV will want to hear more of the progress of BluChip, because it really is in the early, it’s not even a teenager yet.

Amanda:  She or he, BluChip is still an infant.

Amanda:  And I think by the time, not even getting to tweens, like as they grow into younger children, we’ll want to know a lot more about the scale.

Amanda:  You’ve got this enormous market in India and now internationally, an incredibly successful airline.

Amanda:  And we know you’re going to have an incredibly successful value proposition through BluChip as your loyalty proposition.

Amanda:  So unofficially, without Paula’s permission, I’m going to invite you back to tell the story of the future of BluChip.

Amanda:  And we’ll all want to hear it.

Amanda:  Maybe I’m just biased because I love the airline industry and loyalty.

Amanda:  So before I say goodbye, because I could stand here and chat to you all day, is there anything we’ve missed?

Amanda:  Anything else you’d like to share with the listeners?

Neetan:  No, yeah, I think it’s great talking to you, first of all.

Neetan:  I’m just taking a break from day-to-day activity and having a conversation around what we built.

Neetan:  But overall, I look forward to BluChip contributing to multiple facets of IndiGo’s future.

Neetan:  And more importantly, for impacting our customers’ lives in a meaningful way.

Neetan:  That’s what we set out to do.

Neetan:  And it’s quite exciting times.

Neetan:  To be honest, there is one thing about the end, which is fine.

Neetan:  I mean, we need to get where we need to.

Neetan:  But right now, the team is also enjoying this immense pleasure out of the journey we are taking, Amanda, of launching something from zero to one and then nurturing it to the benefit of our lovely customers.

Neetan:  It’s $150 million of the…

Amanda:  I think what you’ve summarized with there is just utopia, right?

Amanda:  It’s for the benefit of your customers to get the customer value proposition better and customers feeling happier, but also to be able to get a commercial return for the airline.

Amanda:  So it’s got sustainability and longevity.

Amanda:  So well, you and I could carry on chatting Neetan for a lot longer.

Amanda:  Maybe we will offer, so let’s carry that on.

Amanda:  From everyone at Loyalty TV and Let’s Talk Loyalty, thank you so much for your time.

Neetan:  Thank you so much, Amanda.

Neetan:  I really enjoyed it.

Neetan:  Thank you.

Neetan:  Have a great day.

Paula:  This show is sponsored by Wise Marketeer Group, publisher of The Wise Marketeer, the premier digital customer loyalty marketing resource for industry relevant news, insights, and research.

Paula:  Wise Marketeer Group also offers loyalty education and training globally through its Loyalty Academy, which has certified nearly 900 marketeers and executives in 49 countries as certified loyalty marketing professionals.

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