Whenever I think of loyalty programs, my mind immediately goes to one of my good and faithful friends, the Starbucks app. There is just something about those stars that makes me excited to order a coffee or treat! If you're unfamiliar, the Starbucks company has created an incredible loyalty/rewards program where customers that sign up to be members have the ability to gain "stars" (basically a points system) on their account. As one gains these "stars", free drinks or food are unlocked right at your fingertips! Not to mention, Starbucks knows you by name and remembers your favorite and most recent orders! What a loyal friend! This is just one of many examples of customer loyalty within a company. As we dive into Paharia's Chapter 1, we will notice that not only should we focus on customer loyalty, but employee loyalty as well. Maybe even more so! Successful businesses begin with faithful customers and devoted employees.                    Looking back through the history of affiliate loyalty, Paharia notes that Loyalty 1.0 and Loyalty 2.0 have grown and evolved into what we have today: Loyalty 3.0. (Paharia, 2013) Loyalty 1.0 is a foundation for affiliate loyalty. Some examples would be cash-back credit cards, frequent-flyer programs, or punch cards at the local ice cream shop. These are strictly transactional as they encourage the consumer to work until they get the reward. There is no component of relationship within the company. No personal ties or connection. In the 1990s, Loyalty 2.0 utilized a more customized marketing approach. This is where mail and email advertising came in to play. While this is a step up from Loyalty 1.0, businesses found it hard to stand out from the rest of the ad clutter that their customers were receiving. Customer data played a role in the customization process, but the interpersonal aspect of affiliate loyalty was still unreached. Finally, Loyalty 3.0 (the phase we're in now) emerged and won the hearts of many. With the three major enabling components being motivation, big data, and gamification, Paharia states that "we can make our customers, partners, and employees more engaged, more active, and truly loyal" through the Loyalty 3.0 formula. (Paharia, 2013) The Starbucks rewards app fits into this category! This type of loyalty makes a person feel valued and in turn increases sales boosts a company's success in general.                                                                                                                                                                         As we live in an ever-evolving world of technology and accessibility, businesses have started to compete for our attention as customers and employees. By prioritizing engagement for both parties, the connection and relationship aspect will outshine the conveniences of social media and technology. Paharia shares an astonishing statistic produced by Gallup surveys that states that 70 percent of people who go to work everyday are disengaged and costing the U.S. economy $350 billion per year in lost productivity. (Paharia, 2013) Evolving technology can be a stumbling block for both employees and customers. It all comes down to simplicity and convenience. People are eager to take the easy road! This can result in disengagement for both groups which is why this chapter refers to living in "interesting times". (Paharia, 2013) Disengagement can be compared to a virus as it is spread among a workplace through the channel of one negative mindset. On the other hand though, positive engagement can result in increasing productivity, production, profitability and moral. Devoted employees reflect the health of the company both inside and outside of the work place. This can significantly influence success. Going back to the digital conversation, because of its accessibility, social media and technology is used to a company's advantage as far as customer outreach, relativity, and prevalence. It doesn't have to be a burden, it can be a tool! When used in a prosperous way, social media and technology can be used to our benefit.                                                                                                                                              As I wrap up, I would encourage you to think about loyalty as a whole and where yours lies. Matthew 6:24 states that "No one can serve two masters, for either he will hate the one and love the other, or he will be devoted to one and despise the other. You cannot serve God and money". (NLT, 2018, Matthew 6:24) If we align our work with bringing Glory to the Lord, the relational aspect between co-workers and customers will follow. Focusing on loving God and loving people will drive our inspiration to cater to one another rather than to gain something for ourselves. If our minds are simply set on the money and recognition work brings, we are at a loss of human connection which is proven to be vital for success within a work place. Loyalty is putting your trust and allegiance into something bigger than yourself. I believe that many lessons can be learned through studying loyalty both in a professional and personal setting
        See you next time!


NLT Bible : New Living Translation. (2018). Bible Society New Zealand.Rajat Paharia. (2013). Loyalty 3.0 : how big data and gamification are revolutionizing customer and employee engagement. Mcgraw-Hill Education.