There are enough facts out there which PROVE that sending emails reminding folks their points are about to expire DOES NOT WORK.
If you've not earned in 18 months, you're not opening the emails either.
It's a feel-good idea, but in practical terms, it doesn't achieve anything aside from more email wastage.
In this case you're probably right... but then what would you have them (QFF) do (apart from no expiry on points). I mean if the customer is not engaged they're unlikely to login to their account on a regular basis, so a banner notice or something would be about as useful as the email.
(having said that, the fact that QF specifically do not sow expiry dates on their account summary page - on purpose - does not sit very well with me - until UA recently removed expiry it was VERY clear when one's miles expired - it was on the account summary and in the app).
So if emails aren't read, and say a notice or alert on the membership website doesn't work.. then what?
In the past I have seen people say QF should call people to let them know. Apart from how labour intensive (I suppose a robocool might work, but that may be seen as annoying too)... it doesn't seem practical. In a program of 13m members, one could assume that housands expire every month.. are they to call them all 3 months out? 2 months? And say they call 3 months out then the member forgets and does nothing?
it's a slippery slope where there will ALWAYS be an argument or person to prove that whatever methods one uses to communicate are somehow not enough.
I still feel that if someone signs up to these things they should be aware.. specially if they have a goal in mind for the points.
I remember the last big kerfuffle was the members in question had heavy chemo treatment they came through and lost their points because they were focused on that - at least that seems more worthy than some guy who just didn't care enough to do the simplist thing
... and then whine when offered a challenge.
Again it's not like QF said "nope. sod off." they said hey earn from two partners and you can have your points back. It's not like the guy has no options here.
I have little sympathy for someone who just isn't invested enough to understanbd and follow the basics. yes, I'm a nasty pasty!