#37: A Compelling Concept - Return on Loyalty
Statisticians are familiar with the concept of \u201cself-selection\u201d but it\u2019s rarely discussed, understood or accounted for when determining your \u201creturn on loyalty\u201d.
\nSimply because your most loyal customers have joined your programme, does not mean your programme improved or caused them to become more loyalty. In today\u2019s fascinating discussion around the challenge of \u201cself-selection\u201d, my two guests who co-founded the "customer science" firm Ellipsis, discuss how they isolate, measure and define the levers within a loyalty program to understand what\u2019s working, what\u2019s not and why!
\nListen for a masterclass on the concept of \u201creturn on loyalty\u201d, NPS and how to separate correlation from causation using data insights.
\nShow Notes:
\n1) Tim Tyler \u2013 Managing Partner at Ellipsis & Company\n2) Adam Schaffer - Co-Founder & Managing Partner at Ellipsis & Company\n3) Return on Loyalty - https://www.returnonloyalty.com.au/\n4) Whitepaper \u2013 Return on Loyalty https://www.ellipsisandco.com/perspectives/measuring-return-on-loyalty \n5) Whitepaper - Your Loyalty Strategy Depends on Your Program Age \n6) https://www.ellipsisandco.com/\n7) The Mismanagement of Customer Loyalty \u2013 Harvard Business Review article