Plugged in with Aerolineas Argentinas: Creating Social Expectations

I flew with Aerolineas Argentinas for the first time recently, and was pleased to see the efforts they are making to engage customers socially.  Now let’s hope that the execution matches the expectation. I’ve said many times, companies do not need to be omnipresent in social media. But if they are going to enter into […]

How to Follow-up With Your Customers Without Being Annoying…

Short post today, but I wanted to share something that came through my inbox from Zazzle, the custom-order t-shirt/souvenir (or anything really) online company that I recently purchased a few items from. As social media has proven, there is a certain art to engaging with our customer, which requires the perfect delicate balance of persistance, […]

New Whitepaper Out Today! (Hint: Download it Here!)

How many times have you read  a whitepaper that introduced new vocabulary to the English language? Specific to the aviation industry? My latest one (done in conjunction with SimpliFlying) does exactly that, introducing a concept called “Airrogance“, which is essentially arrogance applied to the airline industry when airlines fail to engage their customers in a two-way […]

Airline Marketing Job #1: Ban the Phrase “There Is Nothing I Can Do”

It’s no secret that I believe an airline’s first and foremost “marketing” task, before a single dollar goes into fancy logos and brochures, is to take every step possible to deliver a consistent experience to each and every customer. While the nature of the business means that this is not always possible operationally (airlines often […]

If You Want to Engage Your Customers, Recognize Them First!

Airline best practices in e-commerce are rapidly evolving as airlines continue to devise methods to pull more business into their direct channels. The more airlines can get around ravenous middlemen in the sales process, the more of the sales price of any ticket sold they get to keep. But while the effort is increasing, the […]


As you can tell, I started dabbling in aviation blogging a couple of years ago, sharing some views I had formed from my experience working in the airline industry under the moniker “5yen.” After a nearly two-year hiatus, I’m pleased to announce the launch of this rebranded blog, AIRticulate. In this space, I will focus […]

Hooray, So You’ve Got A Loyalty Program…Now What?

Frequent flyer programs (FFPs) are expensive. With a total value of outstanding miles in the hundreds of billions of dollars, not to mention the operational costs of implementing, managing and promoting the program, the fact that every major carrier has a loyalty program obviously means there isn’t much debate at the executive level that the […]

Customer Engagement Strategy for the Airline Industry