Paharia (2013) Chapter 9

Start with the People You Serves

One of the most important steps in building a Loyalty 3.0 program is understanding your users. That means going beyond the screen and having real conversations. Ask what drives them, what matters to them, and what makes them feel seen. Steve Blank puts it well when he says to get out of the building and talk to the humans. Even just a few intentional conversations can open your eyes to what truly motivates people.

Once you gather those insights, you can create user personas. These help guide your decisions so that the experience reflects what your users care about. When you understand the person behind the behavior, your program becomes more meaningful and personal.

Define What You Want People to Do

After you understand your users, the next step is identifying the specific actions you want them to take. Maybe you want people to spend more, check out faster, or engage with your content more often. Whatever the goal, it needs to be trackable. These actions, along with details like the amount spent or the time of day, form the foundation for designing a loyalty experience that actually works.

Paharia encourages teams to look at these actions through two lenses. First, the user lens, which focuses on motivation and behavior. Then, the business lens, which helps measure the value of those actions. When both are aligned, you create something that serves your audience while helping your organization grow.

Build the Experience with Intentions

Now comes the part where everything starts to come to life. With your goals and actions in place, it is time to build an experience that motivates. Use proven mechanics like goals, progress tracking, and community connection to create something that feels natural. The goal is not to overwhelm users with features, but to encourage movement and reward progress.

It is better to build something simple that works and improves over time than to chase perfection from the beginning. As Paharia reminds us, perfect is the enemy of good. Launch, learn, and adjust.

Keep It Growing

Once your program is live, the work continues. Watch how people are engaging and where they are dropping off. Use real-time data and feedback to keep improving. Tools like dashboards, cohort analysis, and progress reports help you see what is working and what needs to change. This kind of consistent reflection keeps the experience relevant and rewarding.

A Biblical Lens on Motivation and Faithfulness

One of the most powerful reminders from this chapter is the importance of motivation. Loyalty 3.0 is not about manipulation or surface-level fun. It’s about encouraging people toward consistent, meaningful action. That mirrors how we’re called to live in Christ.

Colossians 3:23 says, “Whatever you do, work at it with all your heart, as working for the Lord, not for human masters.” This verse captures the heart of it all. When our work is rooted in faithfulness and purpose, it changes the way we lead, serve, and build. Whether we’re creating systems or discipling others, we’re called to show up fully and give our best.

Final Thoughts

Loyalty 3.0 invites us to think differently. It’s not just about points or programs—it’s about people. When we design with intention, rooted in purpose and guided by wisdom, we build something lasting. And through it, we reflect the character of a God who knows us, sees us, and calls us to steward what we’ve been given with care.

References

New International Version Bible. (2011). Holy Bible. Zondervan.

Paharia, R. (2013). Loyalty 3.0: How to revolutionize customer and employee engagement with big data and gamification. Pearson Education.