Loyalty Truth

There’s a new player on the map in the Australian loyalty consulting business. Not just another “ho-hum” newco launch, Ellipsis and Company was started by three ex-Aimia employees: David Parsons, former Aimia VP of client services, Tim Tyler, former Asian chairman for Peppers and Rogers Group, and Adam Schaffer previously with Nectar. The combination of three experienced loyalty practitioners, each with a strong corporate pedigree, should translate into something to watch.

The consulting group will be focused on developing customer experience and loyalty programs, and has trademarked the term “Customer Science” as its work process to improve customer experience and help brands stay competitive. The group brings a seemingly disruptive approach to building customer strategy. As Tim Tyler stated, “Points and prizes are not enough; a great customer experience is not enough either. You have to get the whole mix right.”

Ellipsis and Company has an exclusive Asia Pacific partnership with suitecx®, a multi-dimensional suite of tools, and says it will help brands connect the digital dots and create a more engaging presence for consumers across multiple channels.

From its website, suitecx® is described as allowing users to make “fact based decisions and process improvements that are grounded in the customer experience”, going on to say “Customer-centric diagnostics, touch inventories, experience maps, data-driven personae and customer storytelling and precision marketing are all components of this groundbreaking software.”

Ellipsis has already completed projects for Visa, Clinique, AirAsia and others. “Our aim is to help an organisation with that unfinished understanding they have of their customer,” Parsons said.