Originally Posted by
synzero
I actually don't interpret it this way: I think they realized they screwed up massively and in order to fix it they can't just make a few tweaks, they'll have to really make some major changes. So they're frantically trying to revamp this fiasco and that takes time.
The reason I don't hold out a lot of hope is that if this same team that's trying to "fix" this mess came up with such a ridiculous set of rules based on a total lack of understanding or apparently any serious research into what makes people spend on Delta cards, I don't know that they are going to figure out how to fix it. Their job is: thin elite ranks, ease SkyClub crowding at the few locations that have problems, while at the same time giving people meaningful incentives to spend on their cards as they had before ($25k, $30K, etc.) and giving moderate business travelers a reasonable shot at SkyClub access for less than $1200 in opportunity cost.
In other words, they have to have a clue how their own program works. Not sure they will figure this out given how badly they missed it this time, but we shall see.
The interesting tidbit that I just remembered from one of the articles or press releases (can't remember) was that prior to making these changes they did a focus group study. When DL told the focus group the initial qualification requirements people were very turned off to the program. Once DL told the focus group all of the new ways to earn MQD, people became happy with the program. To DL, hearing that feedback told them the changes were exactly what was needed. The initial reaction should have been the red flag.
Having been part of a focus group and also leading a focus group study at work, I can confidently say the study was designed to tell the DL team what they wanted to hear. Otherwise why would you start the goal posts far away and move them closer - of course people are going to warm up to whatever you say in that situation. The end result should have been the only thing presented to the focus group if they wanted honest feedback.