A unique report by Adam Posner, one of the leading loyalty experts in Australia on Joyalty* - a solution available for brands without existing loyalty programs. Joyalty* is a word Adam Posner found in the book "Brand Currency" by Steve Susi. "I loved it so much (for obvious reasons), that have borrowed it and redefined it to bring new meaning to loyalty programs and to inspire loyalty program managers to add a Joyalty* Program to their Loyalty Program!"
GLOA unique report by Adam Posner, head of The Point of Loyalty (Australia), and of the leading loyalty experts in Australia on Joyalty* – a solution availiable for brands without existing loyalty programs.
Joyalty Program – key features:
- Adam defines Joyalty* as “Your members’/customers’ feeling of maximum joy and delight from one or a series of Moments of Magic (MoMs) delivered by your loyalty program/brand.”
- Joyalty* Program is “Defined structure (planned spontaneity) of recognition, rewards and benefits delivered as one or a series of Moments of Magic (MoMs) to your members/customers without any expectation from them (surprise is critical) to generate the feeling of maximum joy and delight. The outcomes are social sharing, referrals, revenue and advocacy plus a deeper emotional connection to your brand.”
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7 Principles to consider:
1. Why a Joyalty* Program? – “Establish your goals and measurable objectives, etc.”
2. Who is the audience? – An A/B selection of the base is an unbiased and randomised segmentation option, etc.
3. What is the frequency of the Moments of Magic? – Are they one-off or always-on, etc.?
4. What is the Moment of Magic (MoM)? “The ‘secret sauce’ of a Joyalty* Progam’s success is your customers/ members NOT knowing or expecting the ‘Joyalty* Moments of Magic’.
5. How will you measure success? –
6. What’s the cost vs revenue and the ROJ*I?
7. Operationalise and report
- Adam Posner provides 4 case studies of Joyalty programs examples
