In this episode of Leaders in Customer Loyalty: Industry Voices, Loyalty360’s Ethan Perry sat down with Chris Jones, Senior Vice President of Engagement Solutions at ITA Group, to explore how brands are translating emotional loyalty from an abstract concept into a measurable driver of business growth.
As a returning guest, Jones expanded on themes from his previous conversation, sharing findings from ITA Group’s latest research on emotional connection and how it amplifies the impact of value and ease within loyalty programs.
Quantifying the “X-Factor” of Emotional Connection
For years, marketers have intuitively understood that emotional connection influences customer behavior, but proving that impact has been elusive.
“When we talked about emotional connection as the ‘X factor,’ no one was really satisfied calling it that,” said Jones. “It’s always better when we can quantify it.”
ITA Group’s recent study did just that, showing that emotional connection isn’t simply an independent factor but a multiplier that increases the effectiveness of both value and ease within loyalty programs. According to Jones, this evidence gives marketers the confidence to treat emotional connection as a measurable business lever rather than a vague ideal.
“Research like this gives loyalty leaders confidence to act,” he said. “They can now go back to their teams and say, this isn’t just feel-good stuff — it’s quantifiable, and it drives real business outcomes.”
Operationalizing Appreciation Beyond Discounts
One of the core challenges for brands is moving from transactional rewards to meaningful appreciation. Jones cautioned that appreciation is not something brands declare, it’s something customers feel.
“It’s not a message or a tagline,” he explained. “It’s about showing appreciation through experiences, access, personalization, and recognizing milestones and shared values.”
Many of these strategies don’t require financial incentives. Acts such as supporting causes important to members, curating relevant offers, or recognizing individual achievements all help customers feel valued without relying solely on discounts or points.
The Power of Non-Monetary Value
Jones emphasized that non-monetary doesn’t mean non-valuable. Experiences, personalization, and access can drive perceived value as strongly as financial rewards.
“Non-monetary just means it’s not your regular discount or points-to-cash redemption,” he noted. “It’s about experiences, access, personalization — even saving a member time can add tremendous value.”
By reframing non-monetary engagement as value-adding experiences, brands can deepen emotional connection while managing program costs effectively.
Belonging and Community as Emotional Drivers
Community and belonging are among the strongest emotional motivators in loyalty, and Jones pointed to Casey’s Rewards as an example.
When Jones led the development of the program for Casey’s, members were given the option to donate their loyalty points to local K–12 schools. The result was a deep emotional bond rooted in shared purpose.
“That wasn’t just connecting to a cause,” said Jones. “It was connecting to a personal cause for those small-town customers — and it was true to the brand’s DNA.”
Jones believes that brands should identify what’s authentic to their own values and community and bring that to life through their programs.
Making the Business Case for Emotional Loyalty
When it comes to gaining internal buy-in, particularly from finance or operations teams, Jones advises a three-part approach:
1. Leverage external research to validate the connection between emotional loyalty and ROI.
2. Quantify program impact by comparing member versus non-member performance within your own ecosystem.
3. Model future outcomes using assumption-based P&Ls to illustrate potential returns under different engagement scenarios.
These tools, he explained, allow marketers to move from advocacy based on intuition to advocacy based on data.
AI as an Amplifier of Emotion, Not a Replacement
Looking ahead, Jones sees artificial intelligence and predictive analytics as enablers of emotional loyalty when used correctly.
“AI can enhance emotional connection by scaling personalization,” he said. “It can determine the next best offer for you, not just for people like you.”
However, he cautioned that without the right guardrails and validation, AI could dilute connection if used carelessly. “It’s all about applying it smartly — enhancing empathy through intelligence, not replacing it.”
Connecting the Dots Across Loyalty, Channel, and Employee Experience
As ITA Group looks to 2026, the company’s next frontier is integrating customer loyalty with employee and channel engagement programs.
“Often, these programs exist in silos,” said Jones. “But we know that employee experience can either constrain or enable customer experience. We’re helping clients connect those dots and make those programs more synergistic.”
A Shared Vision for the Future of Loyalty
From quantifying emotional loyalty to aligning internal engagement strategies, Jones believes the industry is entering a new phase where emotional connection is both a strategic differentiator and a measurable performance driver.
“It’s not just about transactions anymore,” he said. “It’s about relationships — and showing appreciation in ways that customers can truly feel.”
Listen to the full conversation with Chris Jones on the Leaders in Customer Loyalty: Industry Voices podcast, available on YouTube and wherever you get your podcasts.
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