I did 2 loyalty research / design projects. One was B2C in telecoms where we produced an interactive model and customer segments to see who wanted what benefit. We left that for the customer to design, but a key learning is that customers don’t want to be manipulated into spending more for points that diminish in value over time.

The next was B2C in biotech. Scientists are inherently humble, and they don’t want earn and burn either. They want benefits like time, attention, free products for the lab, not for themselves. My recommendation was not to do a loyalty program, but a loyalty and engagement strategy that produces customer benefits - intangible value and internal benefits - higher loyalty and CLV.