United Airlines teamed with Acxiom to integrate customer data from its merger with Continental Airlines and build out its CRM capabilities. Acxiom helped United combine 90 million loyalty program accounts into a single database and enhance records with additional data. This provided United with a richer understanding of customers to improve marketing, customer service, and conversions of non-members to members. Personalized communications and recognition of customer milestones positively surprised both customers and employees.