Australian Loyalty Association Keynote - Tara Ness and Winona Johnson on active choice moments

Tara Ness, managing director of Decision Design, and Winona Johnson, a senior behavioural scientist at Decision Design, opened the ALA international conference by identifying for the audience that if they were on the hook for driving loyalty, then they were in the business of creating Active Choice Moments. 

They gave it to the audience straight: their consumers are not rational and rarely make decisions in a perfectly logical way. They change their mind, decide based on limited information, or undervalue things without immediate rewards.

That said, consequently, the role of loyalty programs in driving retention has become increasingly prominent, especially with uncertainties around a volatile market, regulation changes, and life in general.

While the fight for share of wallet intensifies, they asked…

• Have you ever considered whether you are supporting customers to extract the most value from their program?
• Do your customers understand how to make the most of it?
• Are they failing to benefit because of your inability to communicate value and how your program works?

As loyalty managers, they said, we have a duty of care to ensure customers understand value and their next best action.

Their keynote was an exclusive first look into replicated, empirical behavioural insights to discuss prioritised ground rules for driving informed, active customer decision-making and provided an actionable framework that can help create moments of active choice to both guide and empower customers.

Are you on the hook for driving loyalty? Then you’re in the business of creating Active Choice Moments. Contact us for an encore keynote.