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How Customer Journey Mapping Grew Flybuys Active Members by 9% and Earned Australia's #1 Loyalty Ranking
Flybuys Case Study
How JMCX, led by James McIntyre helped Flybuys in Australia, identify loyalty leaks, prioritise CX investment, and lift member engagement.
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End-to-end Customer Journey Mapping grounded in real member data
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Identified and quantified CX pain points and loyalty leaks
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Aligned leadership on where to invest for growth
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Embedded dashboards to track CX impact over time
Outcomes included increased active members (+9%) and Flybuys being recognised as having Australia’s most satisfied rewards program customers.
Client Context
Flybuys is one of Australia’s largest loyalty programs, supporting over 10 million members across a broad network of retail partners including Bunnings, Officeworks, Target, Kmart and Coles.
Despite strong brand recognition and continued acquisition, Flybuys began to see signs of plateauing engagement and declining satisfaction. While performance metrics showed movement, the underlying causes were unclear, making it difficult to prioritise meaningful action.
The Challenge
Flybuys faced challenges around member satisfaction and growth:
Membership growth had stalled
Engagement varied significantly across member segments
Key drop-off points in the member journey were not clearly understood
Teams lacked a shared, end-to-end view of the member experience
As a result, improvement initiatives were fragmented and difficult to prioritise.
The Approach
JM CX partnered with Flybuys to create clarity, alignment and momentum across the organisation.
My approach focused on:
– Mapping the end-to-end member journey using real member data and insights
– Identifying friction points and “loyalty leaks” impacting engagement and retention
– Quantifying the cost $ of inaction to highlight where value was being lost
– Facilitating leadership workshops to align on priorities and decision-making
– Creating a prioritised opportunity backlog to guide action across teams
This process ensured insight translated into action, not just documentation.
What Was Delivered
A clear, end-to-end member journey map
A prioritised CX opportunity backlog linked to business outcomes
Leadership alignment workshops to drive ownership and accountability
Embedded dashboards to track performance and impact over time
Outcomes
+9% increase in active members
Improved member satisfaction and engagement
Clear ownership of CX initiatives across teams
Journey insights embedded into ongoing decision-making
Flybuys was also recognised as Australia’s most satisfied rewards program, ranked #1 by Canstar.
Why this worked
This engagement focused on understanding the full customer lifecycle rather than isolated touchpoints. By grounding decisions in real customer behaviour and aligning teams around a shared journey view, Flybuys was able to move from reactive optimisation to deliberate CX improvement.
This type of engagement is particularly effective for organisations with large customer bases, loyalty or membership programs, and complex ecosystems where experience issues emerge across the lifecycle rather than at a single touchpoint.
Related work
Similar CX work:
Wesfarmers OnePass Case Study Growth and retention uplift in leading membership program
Medibank Customer Journey Mappings and Experience design for onboarding
Cashrewards CX Journey Design