Brands don’t want customers to just buy products. They want them to refer friends, leave reviews and engage regularly on social media. They want to transform customers into fans. The problem is that (A) Brands only track purchasing behaviours, so can’t incentivise these other interactions and (B) The customer-brand relationship experience is clunky, boring & predictable – involving multiple apps/punchcards & points with limited utility.
James Cochrane-Dyet, Sam Dhesi & Ilyes Benmansour