Customer loyalty relationship scoring

Customer relationship strength, made visible

Customer Loyalty

Transactions don’t tell the whole story. But customer relationship scoring can. 

Most loyalty program software tracks purchases. ITA Group’s loyalty platform helps you understand the relationship as well as the transaction. Customer relationship scoring reveals the emotional and behavioral signals behind customer loyalty, helping brands build stronger, longer-lasting connections.

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Build emotional loyalty and stronger customers connections that withstand hiccups

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Improve customer lifetime value

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Strengthen retention with smarter engagement and personalization

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Spot churn risk sooner and address it before it becomes a problem

Customer loyalty measurement, simplified

Our customer relationship scoring model measures five emotional and behavioral metrics: Engagement, Loyalty, Value, Influence, and Sentiment (ELVIS). These signals help brands measure emotional loyalty alongside customer behavior, providing a clearer view of what customers are doing, how they feel, and what they're likely to do next.

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Engagement

How actively a customer interacts across touchpoints. 

What it means for brands:

This shows momentum and flags when attention starts to drop. 

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Loyalty

A customer’s likelihood to stay enrolled, return, and choose your brand repeatedly.

What it means for brands:

A clear view of retention strength, emotional loyalty, and shifting customer commitment.

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Value

The revenue and long-term potential a customer represents. 

What it means for brands:

Helps focus on investment and protect high-impact relationships. 

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Influence

How much a customer drives others through referrals, reviews and advocacy. 

What it means for brands:

Identifies promoters who accelerate organic growth. 

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Sentiment

How a customer feels about their experience, especially in key moments. 

What it means for brands:

Adds emotional context to behavior, helping teams better understand emotional loyalty and surface potential issues earlier.


Key features

ELVIS is the difference between tracking and acting

Traditional metrics tell you what customers did. ELVIS reveals what’s behind their behavior, including the emotional and behavioral signals that shape loyalty. These insights help brands build stronger loyalty strategies around what customer value and how they feel.

Earlier risk detection 

Configured for your brand, ELVIS spots at-risk segments sooner and prioritizes the customers most likely to disengage—before performance drops.

Smarter targeting and next-best actions

Understanding what customer segment responds to enables more relevant offers, messages and engagement moments that improve ROI.

Behavior-based communications

Outreach that adapts in real time, based on signals like interest, hesitation or shifting behavior.

A more holistic view of loyalty 

ELVIS combines emotional, behavioral and value signals, revealing what’s changing, what matters most and what drives results.

Customer relationship scoring built for scale and flexibility

Whether you’re launching a new loyalty program or evolving a mature one, our Horizon loyalty software adapts to your needs. ELVIS scoring features integrate into your existing ecosystem and become more intelligent over time, helping you track customer behavior, relationship strength, and emotional loyalty as your customers evolve. 

  • Unified customer profiles bring every signal into one view 
  • Predictive insights that anticipate behavior changes 
  • Automated campaigns that respond in real time 
  • Continuous scoring updates reflect the latest customer activity

Your end-to-end loyalty partner 

Loyalty is built in every interaction, not just through technology. ITA Group delivers end-to-end loyalty experiences, from strategy and data-driven offers to customer gifting. Every touchpoint feels intentional, on-brand and measurable because loyalty is built upon every interaction not just technology.

Program strategy and design

We use a proprietary strategy and design approach to build loyalty programs that reflect your brand and your customers. Our loyalty experts examine your goals, customer behaviors, emotional loyalty signals, and purchase patterns to create signature experiences competitors can’t replicate.

What this includes

  • Customer research, including segmentation, path‑to‑purchase and custom insights
  • Customer journey mapping to elevate moments that matter
  • Program design methods that capture and leverage actionable data
  • A/B testing for communications, promotions and offers
  • Ongoing loyalty and engagement consulting
  • Continuous campaign strategy, design and performance measurement
Loyalty technology software configuration

Our configurable loyalty SaaS platform integrates with your purchase data, marketing automation tools and customer databases. If you sell through intermediaries, we can also capture self‑reported purchase data. It also rewards meaningful behaviors and enables personalized, timely experiences powered by first‑ and zero‑party data.

  • Core program configuration and setup
  • Customer profiles and dynamic segmentation
  • Real‑time promotions engine
  • Role‑based user permissions
  • Self‑service promotion management
  • Multi‑channel campaign management
  • Next‑best offers and personalized incentives
  • Email, SMS, app push and voice communications
  • Tier management, gamification and badging
  • Data lakehouse and AI‑powered analytics
  • Loyalty member scoring
  • POS, payment and API integrations
Program operations

Our team manages and executes every aspect of your program, using the same experts who helped shape the strategy. That continuity allows us to proactively solve issues and keep your program running smoothly.

  • Daily program operations and execution
  • Campaign management
  • Data collection and management
  • Customer service and issue resolution
  • Budget management
Creative services

Loyalty success requires more than a single message. Our in‑house creative team supports everything from strategy through execution, ensuring the right message reaches the right audience at the right time.

  • Creative content and asset development 
  • Tailored communications campaigns 
  • UX/UI design and web development 
  • Omni‑channel communications expertise
Award fulfillment

Discounts alone don’t drive lasting loyalty. Our platform includes the only fully integrated awards solution, giving customers access to memorable experiences—travel, events, merchandise and more—that motivate behaviors discounts can’t.

We partner with you to select awards that align with your brand and customer motivations. 

Award options include

  • Curated merchandise catalogs
  • Status awards and benefits
  • Charitable giving options
  • Branded merchandise
  • Local experiences and events
  • Individual, group and concierge travel
  • Gift cards
  • Reloadable cash and prepaid cards
  • Point‑of‑sale redemptions
Analytics and optimizations

Our dashboards provide real‑time visibility into program performance, backed by deep analytics and insights. We help you understand emotional and behavioral trends and identify where to focus next to strengthen engagement across the customer journey.

  • Self‑service reporting for financial and program metrics
  • A/B testing and research
  • Advanced data analysis and insights
  • Predictive modeling
  • Segmentation, goal setting and forecasting
  • Assessments and scorecards

Schedule a demo 

Discover how ITA Group’s customer relationship scoring and loyalty software help brands understand customer behavior, measure emotional loyalty, and build stronger relationships that last.