How to Win Back the Loyalty You're Losing

At a recent conference, a regional franchisor pulled me aside to ask a pressing question about his customer loyalty program. He wanted to know how each of his franchisees could increase loyalty and drive more frequent visits. I told him the truth, even though it wasn’t easy to hear: your customers aren't loyal.

Customer loyalty is often a story brands tell themselves to justify market share. The reality is far less comforting. Most customers rotate between similar brands or leave entirely the moment a better deal comes along. Even the most beloved brands only retain a small core of diehard fans. Loyalty isn’t a fixed asset. It’s fluid, and it needs to be nurtured constantly.

Why Loyalty Programs Alone Aren’t Enough

Casinos, for example, typically have some of the most advanced loyalty programs in the business. Yet even they lose customers every day to the casino down the road. The bigger challenge is visibility. Most operators have no idea how many of their players are visiting competing properties, how often those visits occur, or which specific players are defecting. That’s a major blind spot.

This is where technology can do more than fill the gap. It can actively shift customer behavior in the moment, especially when powered by real-time insights. At LighthousePE, we help clients achieve measurable increases in repeat visits by focusing on behavior, not just points or promotions.

Using Behavior to Change Outcomes

Today’s loyalty programs are increasingly tied to mobile apps, but most of those apps are designed to collect information, not take meaningful action. LighthousePE changes that by using location and behavioral signals to anticipate moments of opportunity.

For example, when a casino player breaks the geofence of a competing property, our platform can trigger a Turnaround Signal — a personalized push notification designed to win them back before they walk through someone else’s door. These messages are not generic. They are crafted based on what we know about that individual’s behavior and preferences. If a guest frequently dines at the steakhouse, they might receive an offer for a complimentary appetizer at that specific venue — with a short window to redeem. That immediacy and relevance makes all the difference.

One gaming client using this tactic achieved a 25 percent return rate. That means one in four players who received a Turnaround Signal changed their mind and came back. For a relatively small investment, the return was significant.

Loyalty is a Two-Way Street

Customers today expect loyalty to be mutual. If they’re trusting you with access to their data and behavior, they expect something meaningful in return. That could be timely information, exclusive offers, or experiences that feel tailored just for them. It cannot be a one-size-fits-all rewards program built on last month’s behavior.

LighthousePE enables businesses to deepen customer relationships in real time. Our platform doesn't just track behavior — it interprets intent and responds with contextual messaging that feels personal and relevant. Loyalty isn’t lost all at once. It slips away moment by moment. But with the right tools, you can catch those moments and turn them into lasting engagement.

If you're ready to see how behavioral signals and Contextual AI can help you win back loyalty and drive repeat visits, contact me at roger.hurni@lighthousepe.ai or book a time to talk.