Brands Should Create a 'Habitual' Environment to Boost Behavioural Loyalty

Hadie and Dave discuss the laws of human behaviour and how brands can embed these into their own systems and use the same neuroscience to create a habitual environment for their customers. Dave draws on some of the results of Epsilon’s Loyalty Index as a reference to how customers currently value their loyalty to brands and what it means. He also draws on his own change of personal habits that have triggered some impressive results, such as running 10K every weekend. 

“The habit of just putting on running shoes has helped me shift my identity from someone who wants to run a 10K, to someone who actually does.  It’s possible that brands can use the same neuroscience to create a habitual environment like this.”

 “From the Loyalty Index, we found that 82% of customers said they are part of a program.  Only 15% are truly loyal because 35% said they were open to looking at other brands.  This means that customers want something outside of the transaction. They are looking for additional satisfaction.”

“Brands shouldn’t just rely on points coupons and discounts – not relying on transactions but they must be pro-active to help customers feel cared about”

“A lot of focus is on emotional loyalty. If you know the ‘what’ and the ‘why’ you’ll understand the ‘how much’ which is the difficult thing for brands to measure.”

*The Epsilon Loyalty Index is a study that hones in on a number of UK brands and offers them and others a holistic measurement of loyalty taken from  2,200 customer interviews.   It focuses on loyalty drivers, attitudinal loyalty and behavioural loyalty.

Please download it here

Contact Dave on LinkedIn here or by email

Visit Epsilon’s website