Why One-Click Authentication Can Help Unlock Customer Loyalty Programs

I recently chose to spend $150 more to take a flight that had a connection, rather than a cheaper, non-stop flight. Because of a loyalty program. Sort of. And I'd probably do it again. Unless…

Let me explain.

To escape the winter cold of our home in Cleveland, we decided to take a family trip to Arizona. When booking the flight, the best airfare and most direct flight available was via an airline I don't use often. I started the purchase process — but when I was prompted to log in with my username and password, I couldn't remember my account info.

I abandoned. Friction defeated me.

Then I booked a more expensive flight — with a connection through Chicago — on an airline that I use frequently. Because I'd used this airline more recently, I was still logged in.