Developing an emotional connection between a customer and a brand generates many positive outcomes; a willingness to pay more, stronger commitment, word of mouth...
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Artículos
Olvídese de la gamificación: la próxima megatendencia de fidelización son los juegos digitales
Games are defined as ‘an activity that one engages in for amusement or fun’, and ‘a complete episode or period of play, ending in a final result’.[1] Gamification...
La gente se siente obligada a devolver; la Norma de Reciprocidad explica por qué.
What is the Norm of Reciprocity? The reciprocity norm refers to an expectation that people will help those who helped them (Gouldner, 1960)[1]. For example, one...
EonX launch a world-class gamified employee communications tool
EonX develop fully-branded enterprise platforms for organisations looking to better connect, reward and securely transact with their members, customers and...
Por qué el progreso es motivador: la psicología de la lealtad detrás del Efecto Gradiente de la Meta.
Goal Gradient Effect First reported by Hull (1934)[1], the Goal Gradient Effect states that the tendency to approach a goal increases with proximity to the goal....
Exploring the use of Scarcity Bias in loyalty programs
What is a Scarcity Bias? The scarcity effect (Worchel et al, 1975)[1] states the more difficult it is to acquire an item, the more value that item has. They...
Autoconcesión moral: Por qué recompensamos el buen comportamiento con indulgencia
“I’ve been running every day, but I haven’t had this many snacks in years” is what the creator of the hit sci-fi show ‘Black Mirror’ said in a recent interview...
Aprovechar los sesgos de comportamiento
If loyalty programs aim to positively influence consumer behaviour, then understanding how consumers make decisions and the factors that influence decision making...
The Power of Digital EQ
I wanted to share an excellent example of acknowledgement, personalisation and customer engagement by Uber Eats – all thanks to a combination of really smart...
Por qué la personalización es esencial para fidelizar a los clientes
Brands and marketers are increasingly recognising that personalisation is essential to building customer loyalty. Loyalty programs provide a great opportunity to...
4 consumer expectations for loyalty programs post COVID-19
Like many people enduring lockdown, I’ve had plenty of time to think. One of the questions I’ve been grappling with for loyalty program operators, is how will...
#COVIDSafe needs a loyalty program strategy to boost downloads
The Australian government has launched a tracing app to fight Covid-19, and is encouraging Autralians to download it. When citizens download the app, they are...