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Avios started working with Soul on a project basis in 2015 and after a review of CRM requirements, appointed Soul as their new CRM agency in March 2016. Soul is now working with Avios to help them realise their CRM vision, to make them ‘the most loved travel rewards programme in the world’.
The new CRM programme Soul is developing for Avios has Artificial Intelligence (AI) at its heart. AI will be used to create bespoke collection and redemption plans for every one of the millions of current Avios collectors. 
When members set their redemption goal, Avios calculates how long it will take for them to reach their goal based on their current rate of collection.
Avios then goes on to show how adding additional collection channels and partners would let them realise their goal sooner. And because not everyone will be able to collect more, Avios suggests alternative redemption goals.
Going forward the communications a member receives will be related to how close people are to their goal.
The processing power that AI gives means Avios will deliver their brand 1:1 ; they will be able to talk to each and every member about what that member wants to do with their Avios and Avios will then work with them to make it happen. It’s been dubbed CRM 3.0
Programme testing will begin in September ‘16 with rollout planned for Q1 2017.
As part of this new approach Soul is also working with Avios to reduce reliance on email as the main brand interface for communications.
In the interim all CRM communications are being revised to adopt greater levels of personalisation – as well as reflect Avios’ revised brand strategy of focusing on experiences and the communication challenge of building greater customer engagement.