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Observations, frameworks, and more.

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Loyalty Programs and Exit Costs
perspective
November 26, 2025
The case against Loyalty Programs 1 Consumers love Loyalty Programs, enrolling in many of them in the typical household of most countries. Retailers love…
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Journey Mapping And Employee Engagement
perspective
November 26, 2025
Journey Mapping, especially around the customer experience, is becoming an ever more familiar discipline. One of the most compelling reasons to conduct a…
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Integrating NPS with your Data Strategy
perspective
November 26, 2025
By measuring and tracking NPS data organisations can understand the drivers of the business and begin to utilise the data to inform and drive marketing…
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Data Governance 101
perspective
November 26, 2025
The shift to the digital economy has seen the volume of data created by consumers and business grow exponentially in the past five years. Indeed, it has…
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Customer Science in the Age of Privacy
perspective
November 26, 2025
Ellipsis is in the customer loyalty business – our focus is on last 2 elements of the Get – Keep – Grow mantra of customer centric organisations. We do…
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Customer Life Events
perspective
November 26, 2025
Ellipsis turned 5 this year; this 'company life event' prompted us to be more introspective than we would normally be. We feel grateful and a little…
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Customer Engagement and Return on Loyalty
perspective
November 26, 2025
It may seem strange, but Customer Engagement (CE) is a relatively new concept in marketing, only a couple of decades old. The idea that the intensity of…
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Credit Card Loyalty - How Much Is Enough
perspective
November 26, 2025
We were recently discussing credit card loyalty programs with Head of Cards from National Australia Bank and they said something that really got us…
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Coalition Loyalty Programs
perspective
November 26, 2025
“The report of my death was an exaggeration”​ 1 Should you join one or be one? Coalition Loyalty programs, which allow members to earn and redeem points…
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Are we in a Marketing Reformation?
perspective
November 26, 2025
Martin Luther nailed 95 theses to the church door in Wittenberg in 1517, starting the Reformation that created Protestant Churches. He attacked the…
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A Short History of Loyalty & CX
perspective
November 26, 2025
The book 'Outside In' by the Forrester researchers Manning and Bodine, links the work of several Customer Experience (CX) giants over the decades: From…
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A Short History of Customer Experience (CX)
perspective
November 26, 2025
The book 'Outside In' by the Forrester researchers Manning and Bodine, links the work of several Customer Experience (CX) giants over the decades: From…
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A Recipe for Customer Success Instalment 4
perspective
November 26, 2025
IN THIS INSTALMENT... We catch up with the team 12 months later. What have they learned, what happened? What worked, what changes did they make? Is…
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A Recipe for Customer Success Instalment 3
perspective
November 26, 2025
IN THIS INSTALMENT... Elsi and the team present their findings from the customer analysis to the Sue-Chef team The team have constructed a picture of the…
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A Recipe for Customer Success Instalment 2
perspective
November 26, 2025
IN THIS INSTALMENT... Elsi and the team immerse themselves in the Sue Chef business and apply a customer lens to Sue-Chef's first-party customer data to…
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Privilege in Loyalty Programs
perspective
November 26, 2025
Investing Ahead of Revenue Few marketing professionals question the traditional Loyalty Program wisdom of awarding status & benefits to the…
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One Cadillac or Six
perspective
November 26, 2025
The belief that we should strive to provide outstanding customer experiences is so entrenched in marketing lore, it has its own acronym: ‘CX’. Whilst…
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Measuring your Return on CX
perspective
November 26, 2025
Measuring return from your investments in Customer Experience management CX Context There is plenty of evidence that leading CX companies grow faster and…
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Loyalty Alchemy: Turning Points into Gold
perspective
November 26, 2025
I used some of my carefully hoarded credit card loyalty points for family gifts this year, and surprisingly, for a self-styled cynic, I have a dull…
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Disruptors In Loyalty
perspective
November 26, 2025
We find it helpful, for our customers and for us, to occasionally look up from our screens and survey the larger forces that are shaping the loyalty…
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Unlock more profit with your loyalty program
blog
November 25, 2025
Most loyalty programs don’t work as well as they should. Worse still, most brands don’t actually know that is the case. Despite billions invested…
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A Framework for Customer Loyalty Strategy
perspective
November 25, 2025
Ellipsis constantly seeks to explain why some loyalty marketing initiatives produce outstanding results and others do not. Our goal is a descriptive…
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What is good CX?
blog
September 25, 2025
How much more will customers spend because they are happy with the experience we provide? Many customer experience (“CX”) practitioners believe that the…
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Woolworths Loyalty Program Secret
press
September 15, 2025
Customer loyalty consultancy, Ellipsis, has launched what it's calling the inaugural map of Australia’s $6 billion loyalty solutions market.
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Woolworths brings back points
press
September 15, 2025
We suggest three inter-connected reasons why Woolworths re-introduced points: Sales impact, data and suppliers
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Voice of customer programs
press
September 15, 2025
We discuss with CMO Australia. From measuring impact to understanding customer stages, there’s a treasure trove of things to consider when crafting the…
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Top 3 journey mapping tips
press
September 15, 2025
We share our top 3 journey mapping tips with ADMA. Journey maps are a picture of the steps and processes we put customers through as they interact with us
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The secret to good customer service
press
September 15, 2025
We chat to Stationery News and share our thoughts on how to deliver a consistently good customer experience
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The future of automotive loyalty
press
September 15, 2025
We join the latest episode of The Loyalty Podcast, and dive into the unique challenges of automotive loyalty and explore what the future holds for this…
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The best loyalty programs released
press
September 15, 2025
The For Love or Money survey is out, Tim shares his thoughts on the latest loyalty phenomena. "It's become really clear that there's a golden egg in the…
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Return on Loyalty launch
press
September 15, 2025
We are excited to announce the launch of Return on Loyalty®, a new data-led consulting offering to help measure the return on loyalty and customer…
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ROCX launch announcement
press
September 15, 2025
New collaboration between Resonate and Ellipsis to help companies understand their Return on CX. ROCX® will help you prove if your CX program is…
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Privacy Act forces policy – maybe business model rewrite
press
September 15, 2025
David Parsons, the Co-Founder and CEO of Ellipsis & Co, an Australian-based company specializing in pioneering loyalty consulting and focusing on…
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Lets Talk Loyalty Podcast: #37: A Compelling Concept Return on Loyalty
press
September 15, 2025
Statisticians are familiar with the concept of “self-selection” but it’s rarely discussed, understood or accounted for when determining your “return on…
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First party walled gardens
press
September 15, 2025
CommBank is leading the counteroffensive against platforms that are eating the world, with Woolies, Coles and the major card providers hot on its heels…
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Ellipsis Launch in Australia
press
September 15, 2025
Ellipsis launches in the Australian loyalty market, specialising in customer experience management and loyalty
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Ellipsis high-profile hires
press
September 15, 2025
Lucy Wilkinson, Lee Martin and Kelly Casey join the loyalty experts as it looks to deliver further ROI and grow customer value for more clients
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Customer Loyalty in the Time of COVID-19
press
September 15, 2025
Exploring customer loyalty programs and their relevance, role and future after the COVID-19 crisis. We discuss how organisations are retooling their…
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Customer voice is taking on a new meaning
press
September 15, 2025
We discuss with CMO Australia. Voice of the customer programs are giving companies a new lease on life, offering insights on customer expectations…
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Big overhaul to Australia’s privacy regime
press
September 15, 2025
‘Data is the new asbestos’: Privacy reforms pit ‘underwhelmed’ consumer advocates with industry preparing for ‘radical change’, heavy data compliance…
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Beyonde Announcement
press
September 15, 2025
We're excited to announce the launch of Beyonde! created to help deliver 'what's next' in customer experience. Beyonde will help bring the best global…
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Battling Negative Online Customer Reviews
press
September 15, 2025
We discuss how to combat negative online reviews with CMO Australia. 'the ultimate objective for brands right now needs to be to manage expectations. Be…
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Automatic best-price is the next big thing
press
September 15, 2025
Would you allow someone you trust to find a great financial deal – and take it for you automatically? Introducing Action Initiation, a new part of the…
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15 Australian Consulting Firms to Watch
press
September 15, 2025
We are thrilled to be listed in the 15 Australian Consulting Firms to Watch. "Ellipsis is on a mission to become the world’s best customer loyalty…
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The Psychology Behind Customer Loyalty
blog
September 15, 2025
The Point Customer loyalty isn’t accidental, it’s driven by strategic design, insights and expertise. Beneath the surface of spend patterns and…
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The future of loyalty programs, 2025 – 2028 unpacked
press
July 25, 2025
Two years ago Australia's privacy overhaul and Google's cookie cull had brands, retailers and publishers scrambling – and racing to loyalty programs. Now…
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The psychology behind customer loyalty
press
July 8, 2025
In this episode of The Agency Podcast by rivyl, Ellipsis CEO David Parsons unpacks the difference between emotional and behavioural loyalty, and why some…

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Ellipsis provides loyalty programme consulting, technology, and data intelligence services. Our platform and tools are intended for business use only. Results may vary based on programme design, market conditions, and implementation. Ellipsis is not responsible for outcomes arising from third-party integrations or vendor relationships. All trademarks referenced are property of their respective owners.