I think that there might be some exciting middle ground between tcook's 'earning the knowledge' and Randy's 'Genuis Bar'.

Maybe the person plugs in a few GATEWAY profile questions to at least narrow down what FFP preferences should be offered them:
* home airport
* what top 3 airports you fly to
* how often do you fly there
* who pays: you or company
* any airline major likes or dislikes
* nonstop vs. connection likes or dislikes
* other non-flying mileage earning opportunity (credit cards)

* what's most important on a paid ticket
- fare cost
- access to upgrades
- maximizing mileage earning
- access to preferred seating, lounges, free excess luggage

* what are your mileage redemption preferences:
- top 3 targeted destinations
- mileage upgrade from Coach fare or mileage award ticket/COS
- how many persons needing award travel with you

Very rough, just a start, but its much easier to commit manpower to answwering questions from a more DETAILED Member profile/set of goals, preferences.