Traveler experience has been the buzzword of 2016, but
Heston, who also made BTN's 25 Most Influential list in 2013, has taken
it to another level this year by launching a campaign to harness suppliers'
loyalty programs on behalf of Anthem's travelers. The resulting loyalty to
suppliers is in turn improving her travel program.
Heston launched a mobile app, VIP Select, that provides
Anthem's high-level executives such information as frequent-flyer status and
airport lounge access, any data that helps them be productive on the road.
Frequently, her travelers weren't even aware of the points and perks they'd
earned. The app even notified travelers of the recent Marriott and Starwood
merger and explained how the loyalty programs would work together. The program also
saved the company money, as some loyalty programs waive baggage fees or provide
free breakfast.
"In the past we didn't look at our employees as
customers. We were beholden to negotiations and policy. … Now there is this
whole new arena, which is so fun," Heston said. "Our travelers now
enjoy being in our program."
The executives loved the app and the improved travel
experience so much that Anthem is rolling out the app to an additional 3,000
road warriors. Heston also has rolled out a leisure version of the corporate
program that makes some negotiated rates and benefits from Anthem's corporate
suppliers available for Anthem travelers to use on leisure.