The National Arts Centre in Ottawa, Canada commissioned WolfBrown in fall 2023 to investigate the nature of loyalty, with an eye towards critically examining the future of customer relationships. The study involved a review of loyalty frameworks, a field-wide inventory of recent experiments in customer relationships, and an exploratory survey of NAC ticket buyers.
More about the Research Briefing: Loyalty Concept Exploration
This one-hour session was a part of a continuing series on redefining customer relationships.
In a Research Briefing for the Audience Outlook Monitor community, Shannon Urie, NAC’s Marketing Director, and WolfBrown staff explained why NAC commissioned the research, what the various strands of research uncovered, and how the research might inform NAC’s work moving forward.
- Here is WolfBrown’s research report, “Analysis of Experiments with New Customer Relationships,” which NAC has generously released for dissemination.
- Here is the Loyalty Exploration Bibliography referenced in John Carnwath’s presentation.
- You can view the presentation below. To see the chat, you can register for free here on the original platform.
- Here are the presentation slides.
