Insights
The Loyalty Metric is not another loyalty program
It’s a process supported by three insights. These insights represent a major departure from the thinking behind existing loyalty platforms
1
Audience understanding
Travel loyalty program members have become disloyal
They no longer consist of a coherent combination of consumers acting predictably
Their loyalty is fragmented and random
Like participants in the stock market, they are part of something called a complex adaptive system – there is no simple method for understanding the whole by studying the parts
That makes behaviour hard to track, predict and influence
We have found a way to do it
2
Behavioural Truth
Treating loyalty program members as a group of rational decision-makers is a mistake
Instead, they should be understood as individuals influenced by a wide range of biases, habits, contradictions and impulses – as savvy wealth advisors treat investors
We are schooled in the discipline of choice architecture, which influences decisions by how choices are presented
And we are experts in nudge theory, a practice capable of shaping human behaviour in compelling, but non-intrusive ways
We have united these two disciplines – there are others – to create a loyalty process based on a rare combination of psychological insight and behavioural truth
Our process pays off
3
Fogg Behavior Model
The Fogg Behavior Model was developed by Dr. BJ Fogg, a behavioural scientist at Stanford University
The Fogg Behavior Model shows that three elements must converge at the same moment for a behaviour to occur:
Motivation, Ability, and a Prompt
Image Source: https://behaviormodel.org/
B = M A P
Behaviour happens when Motivation, Ability, and a Prompt come together at the same time
When a behaviour does not occur, at least one of those three elements is missing
The Fogg Behavior Model is universal.
It applies to human behaviour for people of all ages and in all cultures
We use it