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Customer advocacy
Article
Why emotion doesn't fit in a spreadsheet
Emotional connection drives loyalty, but only transactional data gets measured, funded, and prioritized. Here's why that's backwards.
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Blog posts

Insights and trends

Transactional discounts erode margin and build zero attachment. Real loyalty is earned, not bought at checkout.
Customer retention
Article
Why transactional discounting doesn’t scale
Why loyalty programmes underperform: the cost centre mindset starves the investments that compound over years.
Loyalty program
Article
Loyalty fails when treated as a cost centre
The metric everyone measures but few truly champion, and why the willingness to recommend is the most powerful signal of loyalty you're probably undervaluing.
Loyalty metrics
Article
Why is NPS underrated?
The question that surfaces in every loyalty discussion, and why the answer isn't a choice between the three, but how they work together.
Loyalty optimisation
Article
Points, perks, or personalization?
Customers share data when the exchange feels fair. Zero-party data lets loyalty programs trade preferences for better rewards, relevance, and experiences.
Zero-party data
Article
Loyalty has a new edge: zero-party data people actually want to share
Open rates mislead; real loyalty shows in advocacy, referrals, voluntary growth, and retention through friction - not clicks.
Customer advocacy
Article
Your email open rates may be lying to you