Is Delta Treating Customers Like Peggy With AwardWallet Move?

Does Delta’s action that strips away AwardWallet’s access to Delta customer data improve service, or, is Delta simply answering the phone with “My name is Peggy, what is problem please?”

The famous commercial from Discover showing a customer service agent that is not helpful to the customer.

There was an obvious need and AwardWallet filled that need. The move is, however, a testament to Delta’s ownership over the programs data and an illustration on what Delta is after here, dollars and cents.

I recently applied for and was approved for the American Express Delta Reserve Card. I can access my Delta SkyMiles data from the American Express website. Just check out a screen shot of my balance below from the American Express website.

Does the relationship with American Express make my data any less or more secure? Is it even useful to me as a customer?

I can’t say if accessing my SkyMiles balance from the American Express website or AwardWallet is less or more secure, but I do know that having my SkyMiles balance show up in my American Express account does not add any benefit to me given my customer patterns. If you click on the use miles link from American Express it navigates me away from American Express and to the Delta website. Not what I go to the American Express website for at all.

AwardWallet’s tracking of my Delta SkyMiles did add value. I could track my mile balance on a weekly basis, understand what certificates I had available and even when they were expiring, all in one central view next to my hotel loyalty programs.

I do know this move likely comes down to Delta having a trusted relationship with American Express and reaping millions of dollars in revenue from the partnership.

The question here comes down to what would Delta benefit from continuing to allow third parties to gain access to their customer data? Improved customer service? Increased revenue stream? Increased liability?

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