We noticed a job listing for Emirates Skywards recently that convinced us that the program is determined to be a world class frequent flyer program. The “Service Delivery Manager” will be expected to “build loyalty and increase revenue, and bring Skywards to be recognized as a world leading frequent flyer program.” The ad text continues, “Enhanced customer service is a key benefit promised by Skywards and the primary responsibility is to ensure that these benefits are consistently delivered network wide thereby attracting additional customers and increasing loyalty of existing Skywards customers.” A tall order, but it’s good to see that “increasing loyalty” is ranked right up there with “additional customers.”