Today’s loyalty programs are like the Bruce Willis character in the movie The Sixth Sense. They’re dead, they just don’t know it yet.
Loyalty programs have failed at creating actual loyalty, at keeping up with a rapidly changing world, and at engaging all the constituents that matter: customers, partners and employees. It’s time to take back the word “loyalty” and make it actually mean something.
This isn’t news to those who attended GSummit 2013 (April 16-18 in San Francisco) and the Gamification Rockstar Road Show (April 23 in New York). At both events, Rajat Paharia, the Father of gamification, described how we’re now entering the age of Loyalty 3.0 – which takes us well beyond basic incentives and rewards programs. By utilizing the Big Data generated by your constituents as they constantly interact with you online, combining it with an understanding of human motivation, and using the data-driven motivational techniques of gamification, you can motivate, engage and create true loyalty