As I start to plan For Love or Money™ 2027 – the 15th edition (damn!), I think about the pleasure and pain (spoken and unspoken) loyalty program members experience when they join, engage and champion the programs they belong to.
While I scan for the future, I also reflect on the days gone by.
Those insights from previous For Love or Money™ studies which loyalty program managers shared with me which were of high value (= useful + meaningful impact).
One of these is The Nine Currencies of Collection loyalty program members care about.
Why?
They tell me, it’s:
- Practical (I can use it now)
- Understandable (It makes sense)
- Clear (the visual brings it to life)
- Structured (I follow the circle)
- Flexible (I can use what is relevant for my program and my members)
And arguably a framework to inspire brand and program relevant creativity.
Whenever I present it, there is a visceral “ahhhhh” reaction … and that’s the moment when I know this model is valuable.
How I use it:
For a recent client’s program strategy planning , we used it to review their proposition working out which of the Nine Currencies they
- are strong in,
- would like to be stronger in and
- are not relevant (saying no to something is better than yes to everything )
The outcome is validated by member research and financial modelling.
So here it is.
Use it to challenge where your program proposition is at or even just as a wheel to steer you into 2027 – making your proposition more meaningful and desirable.
