Welcome to the second of our new blog series where we delve into the intriguing parallels between our team's unique 'fun facts' and the loyalty industry they now thrive in. This series aims to explore how our diverse backgrounds and hidden talents contribute to making us exceptionally suited for the loyalty industry. Here we draw fascinating comparisons between the field of archaeology and the principles of loyalty, shedding light on why our qualified archaeologist, with a hidden steel drum talent, is the perfect fit for the loyalty sector.  

With a first-class honours degree in Ancient History and Archaeology and a Masters in Human Osteology and Funerary Archaeology, it’s safe to say that Alice has always held a strong interest in understanding more about people and the cultural and social insights that human behaviours reveal. This deep fascination with uncovering human stories through ancient artefacts and remains finds a remarkable resonance in the loyalty industry, where understanding customer behaviours and building lasting connections is key. 

Parallels Between Archaeology and Loyalty 

Archaeology is the study of human behaviour through the analysis of material remains. Here’s how the skills developed within archaeology segway beautifully into the loyalty field. 

Understanding Behaviour 

• Archaeology: Uncovering the material past provides clues as to the behaviours in the ancient world which informs our understanding of what life was like.  

• Loyalty: Necessitates a comprehensive understanding of your customer base, how they behave and the behaviours you would like to inform the structure of your programme. 

Understanding behaviour is crucial in both archaeology and loyalty as it provides insights into human motivations and interactions. In archaeology, analysing past behaviours helps reconstruct cultural practices and societal structures, revealing how communities adapted to their environments and interacted with one another. Similarly, in the loyalty industry, grasping consumer behaviour informs strategies to foster engagement and retention, allowing businesses to tailor rewards and experiences that resonate with their target audience. Both fields benefit from a deep understanding of behaviour, enabling a clearer interpretation of human actions across time and context. 

Exploration and Analysis 

• Archaeology: Requires meticulous exploration and use of scientific methods to uncover sites, interpret the findings, and understand their significance. 

• Loyalty:  Companies analyse customer data to understand purchasing behaviours, preferences, and feedback, aiming to understand what resonates with them and build stronger, more personalised relationship 

Both archaeology and loyalty revolve around exploration and analysis by uncovering valuable insights and fostering informed decision-making. In archaeology, exploration involves excavating sites and analysing artifacts, which helps reconstruct historical narratives and understand past civilizations. This meticulous process reveals how societies evolved and interacted. In the loyalty industry, exploration of consumer data and behaviour analysis allows businesses to identify trends and preferences, enabling them to craft personalized experiences and effective marketing strategies. Both fields rely on thorough exploration and analysis to deepen understanding and drive meaningful engagement, whether with ancient cultures or modern consumers. 

Contextual Significance 

• Archaeology: Artefacts gain meaning through context; their value is understood by examining their historical and cultural background. 

• Loyalty: Customer interactions and experiences gain significance through context, where personalisation and relevant engagement create deeper connections and value. 

Understanding context is key in both fields as it provides a framework for understanding the relevance of findings and actions within specific environments. In archaeology, the context of artifacts—such as their location, association with other items, and the cultural practices of the time—shapes interpretations of past societies, revealing their social structures, beliefs, and daily lives. Similarly in loyalty, understanding the context in which customers make decisions—such as cultural trends, economic factors, and individual preferences—enables businesses to create targeted strategies that resonate with their audience. By recognising and leveraging contextual significance, both fields can achieve richer insights and more meaningful connections.  

Long-Term Perspective 

• Archaeology: Archaeological studies often require a long-term perspective, understanding that insights and results may take years to fully develop. 

• Loyalty: Building and maintaining loyalty is a long-term endeavour, requiring sustained effort, consistent quality, and ongoing relationship management. 

Both archaeology and loyalty require a long-term commitment as it allows for a deeper understanding of trends and patterns over time. In archaeology, examining artifacts and sites across centuries reveals how cultures evolve, adapt, and influence one another, providing insights into human resilience and innovation. This historical lens helps archaeologists make sense of present-day cultural dynamics. In the loyalty industry, a long-term view enables businesses to track customer behaviour shifts, understand the lifecycle of customer relationships, and build sustainable loyalty programs.  

Documentation and Attention to detail 

• Archaeology: Detailed documentation of findings is crucial for future research and reference. 

• Loyalty: Documenting customer interactions, preferences, and feedback is vital for crafting effective loyalty strategies and improving customer experiences. 

The importance of meticulous documentation cannot be overstated in either field. In archaeology, meticulous recording of excavation processes, artifact descriptions, and contextual information is essential for preserving historical narratives and enabling future research. This thorough documentation allows archaeologists to reconstruct past events and draw meaningful conclusions about ancient societies. In the loyalty industry, paying close attention to customer interactions and data helps businesses track preferences and behaviours, allowing for the creation of tailored experiences that foster engagement. By prioritising documentation and detail, both fields can maintain integrity. 

A Word From Alice 

Reflecting on the journey from archaeology to loyalty, Alice shares her thoughts: 

“My interest in history, archaeology and anthropology has always centred on a fascination on how brilliant people are, what drives us to do the things we do, and how we got here today. Whether it’s the pursuit of knowledge and excellence, the creation of material items, music, or beliefs and traditions, it all centres around our rather unique creativity and cognitive freedom to act beyond instinct in an informed and considered way. It’s this part of loyalty that I really enjoy – analysing and understanding customer behaviour.” 

Conclusion 

The parallels between archaeology and loyalty underscore the importance of exploration, preservation, analysis, contextual understanding, long-term commitment, and meticulous documentation. These shared principles highlight why a background in archaeology, can bring a fresh and valuable perspective to the loyalty industry.  

By drawing on the skills and insights from their past professions, our team members are uniquely equipped to navigate the complexities of the loyalty industry, ensuring that we continue to build strong, lasting relationships with our customers.  

Stay tuned for more posts in our series, where we continue to explore the unique backgrounds of our team members and how their diverse experiences make them exceptional in the field of loyalty.