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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

Strategic Loyalty Engines are the sophisticated decision-making engines that form the core of modern loyalty programs.
Loyalty program
Article
Strategic loyalty engines: Why the Average Customer Doesn’t Exist
Great narrative loyalty needs personal stories, emotional milestones & authenticity - but risks like fatigue, privacy, and fake storytelling loom.
Gamification
Article
Beyond gamification: The challenges of building better loyalty programs
Brands shift from points to storytelling, building emotional loyalty through narratives that foster deeper connections beyond simple transactions.
Gamification
Article
Beyond gamification: How brands are winning hearts
Some airlines enhance loyalty despite pressure - offering fairer rewards, broader partners, and transparent value, treating loyalty as a long-term asset.
Loyalty program
Article
Airline loyalty: Airlines that are bucking the trend
Airlines cut loyalty value via higher redemptions, fewer perks, complex rules & short notice, while elites get protections; regulators step in.
Loyalty program
Article
Airline loyalty: Airline program devaluation levers
Airlines face pressure to cut loyalty perks, with some devaluing rewards for short-term gains while others invest to build long-term customer trust and value.
Loyalty program
Article
Airline loyalty: Why airlines are devaluing programs