Omni Core · Loyalty Programs · Module
Behaviour change
Whether members actually behave differently because of the programme, established by comparison rather than by assumption.
The idea
How it works
Members spend more than non-members in almost every programme, and that comparison says nothing. Loyal customers join loyalty programmes, which is selection rather than effect.
The only reliable answer is a control: members who are not enrolled, or a period or region without the programme. It is uncomfortable to arrange and it is the whole question.
Working with it
In practice
- 01
Do not compare members with non-members
The difference is mostly selection. It is the most common and most misleading loyalty analysis.
- 02
Hold back a control group
Eligible customers not enrolled, compared over time. Awkward and answerable.
- 03
Measure the specific behaviour
Frequency, spend or breadth. A programme designed to increase frequency should be judged on frequency.
- 04
Accept the finding
Many programmes are found to change little. That is a budget decision rather than a failure of analysis.
One level in
The components of behaviour change
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Loyal customers join loyalty programmes. Comparing members with non-members measures selection, not effect.
The other modules in loyalty programs
The mechanism
What the programme actually does — what earns, what is earned, and what it can be exchanged for.
LearnThe economics
What the programme costs, including the liability that accumulates, and what it returns.
LearnWinding down
How a programme ends or changes without the change being experienced as a betrayal.
Learn