News Release

From Transactions to Relationships, Maritz Motivation Solutions & The Maritz Institute Establish New Loyalty Framework

July 07, 2015


St. Louis, MO (July 7, 2015) What is it about Southwest Airlines, Harley Davidson and Panera Bread that makes customers loyal? They appeal to what consumers today want in a company and in a loyalty program--each company makes a connection with customers. According to VP of Loyalty Solutions with Maritz Motivation Solutions Barry Kirk, “Most of today’s loyalty programs are lost in the wilderness, clinging to outdated mental maps that focus on transactions. The next generation of loyalty programs must also focus on an appreciation of the customer relationship.”

Maritz’ approach to next generation loyalty is based on findings from The Maritz Institute about human behavior and suggests that there is more than one kind of loyalty that can be earned from customers. In the new loyalty landscape, the winners will be companies that adopt a multi-loyalty strategy, integrating the best elements of Mercenary, True and Cult Loyalty and combining them into an experience that activates all four biological drives and connects members through shared purpose.

Loyalty marketers actually have a range of choices for the kind of loyalty they want to cultivate with their best customers. The challenge for many will be to move more boldly toward the types of loyalty that drive meaningful relationships, not just repeated transactions. According to Kirk, “The recent decline in loyalty program engagement has largely been a consequence of an over-reliance on Inertia and Mercenary Loyalty. We need to turn our focus to our other two loyalty signposts—those pointing to the two types of loyalty that best embrace a deeper understanding of human motivation.”

“The next generation of marketing is different because the intention is different,” says Mary Beth McEuen, Vice President and Executive Director of The Maritz Institute. “Where a transaction-driven mindset has a core intent of driving more purchases, a purpose-driven mindset has a core intent of driving a desired impact that improves people’s lives.”

This multi-loyalty approach offers a brand new perspective on the loyalty marketing landscape. Kirk adds, “By caring about customers as human beings, making creative use of program currencies, segmenting reward options, personalizing communications, effectively integrating surprise and randomness and enabling tribal connection, we’ll be able to offer an evolution of the traditional loyalty program that brand loyalists won’t be able to resist.”

For the full ebook titled, “The 4D Loyalty Framework: A New Map for the Journey to Lasting Customer Relationships” visit

About Maritz Motivation Solutions 
Based in St. Louis, Maritz Motivation Solutions is part of the Maritz family of companies. It offers consumer loyaltyemployee recognitionsales incentive and channel loyalty programs to U.S. and global companies. Maritz Motivation Solutions provides best-in-class program design, and rewards and fulfillment services, including purposefully chosen merchandise and experiences that excite, motivate and recognize people around the world. The people who work for Maritz Motivation Solutions are dedicated to being the best in the business, fun to work with and their clients’ most valuable ally. For more information, visit, subscribe to our blog, follow us on Twitter or call 1-877-4-Maritz (1-877-462-7489).


About The Maritz Institute
The Maritz Institute is a network of thought leaders advancing the human sciences in business. Through a deeper understanding of people, Maritz solutions help companies achieve their strategic business goals by engaging stakeholders in ways most meaningful to them. Simply stated, our mission is to create better business and better lives. For more information, visit