Loyalty points

Loyalty points are a rebate paid in a currency only the operator accepts. A customer earns, say, one point per dollar of base fare and spends them against a future trip, so the discount is only ever collected by someone who books again. Airlines and hotels built the model; for a chauffeur company it works the same way on a smaller scale.

Points matter because repeat retail customers are cheap to serve and expensive to acquire. A traveller who uses the same operator for every airport run is worth far more than the discount, and points give them a reason not to shop around on price. Points also cost nothing until redeemed, which is why expiry rules and redemption limits matter: an unlimited pool of points is an unlimited liability.

The common mistake is a programme nobody can explain. If the customer cannot see their balance and the office cannot say why a balance is what it is, the programme produces disputes rather than loyalty. Every earn and every burn needs to be on a ledger with a reason.

How liverybook handles it

Each tenant has its own points program with earning rules for base spend, service type, vehicle class, signup and referral. Points expire first-in, first-out, so the oldest points are consumed or lapse before newer ones, and redemption limits cap how much of a trip can be paid in points. Every earn, redemption and expiry is written to an append-only points ledger, which is what the customer's balance is computed from. There are no tiers. See the customer portal.

Related terms

• White-label portal
• Guest checkout
• Vehicle class
• Billing account