Redesigning the Missing Avios journey
Inside a collaborative project between IAG Loyalty and Mindera to simplify the Missing Avios claims experience, helping customers get the information they need while reducing avoidable demand on customer service teams.
IAG Loyalty recorded an average 22% reduction in daily Missing Avios claim submissions.
The challenge
IAG Loyalty, the business behind the global loyalty currency Avios, identified an opportunity to improve the experience for members submitting Missing Avios claims.
Claims can be required when a membership number has not been added to a booking before travel, or when Avios earned through an airline or other partner have not been automatically credited.
Analysis showed that members did not always have the information they needed before starting a claim. Some were unaware of eligibility criteria, required waiting periods or partner-specific requirements, which could result in claims being submitted too early or without the necessary information. This created unnecessary frustration for members, repeat submissions and additional demand on customer service teams.
IAG Loyalty worked closely with long-term technology partner Mindera to rethink the end-to-end journey, bringing together Product, Design and Engineering expertise to simplify an experience that operates across a complex network of partners and platforms.
The solution
Cross-functional teams from IAG Loyalty and Mindera worked collaboratively throughout discovery and delivery to redesign the Missing Avios journey around the needs of the member, while accommodating the different processes and business rules across the Avios partner ecosystem.
The redesigned experience gives members clearer guidance before they begin a claim, helping them understand eligibility criteria, waiting periods and any partner-specific requirements.
Delivering the new journey required close collaboration across Product, Design, Engineering and third-party technology partners.
Following submission, members receive clearer information on processing times, relevant terms and conditions, and what will happen next, giving them greater visibility throughout the process.
Delivering the new journey required close collaboration across Product, Design and Engineering, alongside third-party technology partners, to navigate multiple partner requirements and existing platform integrations.
The results
The redesigned journey has created a simpler and more intuitive experience, giving members the information they need at the right point in the process.
By providing clearer guidance upfront, the journey helps members understand whether and when they need to submit a claim, reducing unnecessary or premature submissions while setting clearer expectations for those who do need to claim.
Following launch, IAG Loyalty recorded an average 22% reduction in daily Missing Avios claim submissions, demonstrating the impact that clearer guidance and effective self-service can have on both member experience and operational demand.
Building on the success of the project, IAG Loyalty and Mindera are looking at opportunities to apply the same principles across more of the Avios partner ecosystem, using increasingly tailored guidance and partner-specific content to create a consistent and intuitive experience for members.
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About Mindera
Mindera is a global consulting and engineering company with 1100+ people, delivering technology solutions across 9 locations — from Brazil to Australia. We work across diverse industries, from Fintech to the Public Sector, offering services in Data, AI, Mobile, and more. We partner with our clients, to understand their customer journeys, their product and deliver high performance, resilient and scalable software systems that create an impact in their users and businesses across the world.