Malindo Miles: 7-Year Digital Transformation Journey
How CustomerInspire transformed Malindo Air's loyalty program since 2017, delivering innovative redemption options and real-time customer engagement
7-Year Transformation Journey (2017-2024)
Program Takeover (2017)
CustomerInspire took over Malindo Miles program and migrated all existing point liabilities
The Challenge (2017)
When CustomerInspire took over Malindo Miles in 2017, the program faced several critical challenges:
- Complex legacy system with 2.5M+ existing point liabilities to migrate
- Low redemption rate due to limited redemption options
- No real-time points gratification system
- Limited partner network and redemption options
- Poor customer engagement and mobile experience
The Solution
CustomerInspire implemented a comprehensive transformation strategy:
Complete System Migration
Successfully migrated all 2.5M+ existing point liabilities to the new platform with zero data loss and 100% member satisfaction.
Innovative Redemption Options
Introduced RBD-style seat redemption, real-time points gratification, and expanded partner network with 200+ merchants.
Mobile-First Experience
Integrated dedicated miles portal with mobile app, enabling seamless miles management and real-time transactions.
Key Innovations & Features
Real-Time Points Gratification
Instant points posting across all channels including flights, partner purchases, and promotional activities. Members see their points balance update in real-time.
RBD-Style Seat Redemption
Innovative seat redemption system allowing members to use points for seat upgrades, premium seats, and last-minute availability with dynamic pricing.
Dedicated Miles Portal
Comprehensive customer engagement portal with miles tracking, redemption history, partner offers, and personalized recommendations.
Mobile App Integration
Seamless integration with Malindo Air mobile app enabling miles management, booking with points, and real-time notifications.
Partner Management
Extensive partner network including banks, telecom providers, retail chains, and other loyalty programs for points exchange and earning.
Points Exchange Programs
Strategic partnerships with major banks, telecom companies, and 15+ other loyalty programs enabling flexible points exchange and earning opportunities.
Results & Impact (2017-2024)
Loyalty Metrics
- 1.2 million active loyalty members
- 65% increase in redemption rate
- 85% of members actively using the portal
Business Impact
- 45% improvement in program ROI
- 38% increase in customer lifetime value
- 200+ partner merchants integrated
CustomerInspire's 7-Year Partnership
7-Year Partnership
Continuous support and evolution of Malindo Miles program since 2017 takeover
Innovation Leadership
Pioneered real-time gratification and RBD-style redemption in Southeast Asia
Dedicated Team
Assigned success manager and technical team for continuous optimization
Key Innovations
First Southeast Asian airline to implement real-time points gratification system
Pioneering RBD-style seat redemption with dynamic pricing and availability
Comprehensive points exchange network with banks, telecom, and loyalty programs
Seamless mobile app integration with dedicated miles management portal
