Connection - Customer Experience, Loyalty & Engagement

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Loyalty isn’t a programme. It’s the outcome of a consistently delivered value exchange over time. Arcan Theory designs customer experience and engagement systems that create emotional connection and commercial performance, across digital, physical, and human touchpoints.

We design from the outside-in: what customers experience, what they value, what friction erodes trust, and what moments create memory.

• Clear experience principles that bring the brand to life in real journeys
• Improved retention, frequency, advocacy and customer lifetime value
• Reduced friction across key journeys and service moments
• Stronger partner ecosystems and value exchange (where relevant)
• Engagement programmes that feel human, not transactional

• Journey & Moment Mapping: identify where intent and impact diverge, prioritise what to fix
• Loyalty / Membership Strategy: value exchange design, tiers, recognition, partner logic, economics
• Lifecycle Engagement Strategy: communications, content, offers, experience cadence
• Service & Experience Playbooks: what teams do, say, and deliver to make the experience consistent
• Experience Measurement Framework: metrics that connect experience to commercial outcomes

• Leadership of global rewards, loyalty and lifecycle strategy across major brand ecosystems
• Delivery and relaunch of large-scale loyalty programmes and subscription propositions
• Enterprise journey re-engineering to embed the customer perspective inside complex organisations