Loyalty Programs · Behaviour change · Component
The verdict
Whether the programme is producing incremental behaviour, stated plainly enough to act on.
The deliverable
What it is
Many programmes are found to change little. That is a budget finding rather than an analytical failure, and it is usually resisted for that reason.
The more useful version of the finding is per segment: programmes frequently work for one group and do nothing for the rest.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
Programmes frequently work for the middle of the base. The most loyal would have stayed anyway.