People, Not Pyramids: What Really Drives Customer Loyalty Today?

What does loyalty look like in 2023 and beyond – and how do you find a model that works for your organization and your audiences? Spektrix’s Bethany Nothstein shares inspiration and examples to help you align your business priorities with the motivations of your audiences, replacing prescriptive models like the traditional loyalty pyramid with a more collaborative, customer-centric approach. Drawing on consultancy and data insights from across the global cultural sector, Bethany suggests processes to define your strategy, set targets and measure impact – with practical templates to help you record customers’ motivations, design relevant incentives and understand what works for both you and your audience.

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