Use cases · Loyalty & CRM
Loyalty programs sort members by points and tiers, and the members who matter rarely sit where the rules put them. Ask a model trained on your own customers, and the answer comes back as ranked plays: who's close to moving up, who's quietly slipping, and what brings each of them back.
KPIs, in priority order
club_tier This use case Move members up a tier, above all Silver to Gold, where hotel and dining spend doubles. theo_band Grow theoretical win per member without deepening free-play cost. trip_frequency Add one more trip a year for Quarterly visitors. digital_active Bring land-based members into the app, where crossover members play year-round. Channels
KPIs, in priority order
club_tier This use case Move members up a tier, above all Gold to Polaris, where share of wallet follows. trips_band Add a trip a year for members flying two or three times. ancillary_band Grow paid extras per member trip, not just points earned. Channels
KPIs, in priority order
rewards_member This use case Bring the right regulars into rewards, and keep members active. frequency_tier Add a visit a quarter for members at Regular. aov_tier Grow spend per member visit, not points redeemed. Channels
Every use case starts with a brief like this one.
An example run for Copper Cactus Casino, a Neuralift demo brand with a flagship casino resort, an online casino, and more resorts on the way. Four of its nine ranked actions are loyalty plays: step through them and the map lights up the segments each one reaches.
club_tiertheo_bandtrip_frequencydigital_active Saturday Drive-In Slot Regulars
Marlene
Representative customer
28,400 members · 13.3%
Comp-Driven Hotel Weekenders
Russ
Representative customer
22,600 members · 10.6%
Online-Only App Spinners
Devin
Representative customer
21,800 members · 10.2%
Table-Game Tier Chasers
Hector
Representative customer
18,200 members · 8.5%
Weekday Senior Slot Club
Doris
Representative customer
17,600 members · 8.3%
Lapsed Former Gold Members
Gwen
Representative customer
16,400 members · 7.7%
Crossover Sportsbook Fans
Tyrese
Representative customer
15,900 members · 7.5%
Free-Play Redeemers
Kyle
Representative customer
14,300 members · 6.7%
Resort Event Guests
Celine
Representative customer
12,700 members · 6.0%
Poker Room Grinders
Wes
Representative customer
9,800 members · 4.6%
Holiday-Only Visitors
Frank
Representative customer
9,100 members · 4.3%
High-Limit Slot Weekenders
Lorna
Representative customer
8,900 members · 4.2%
Digital-First Lapsing Players
Ava
Representative customer
7,400 members · 3.5%
Platinum Host-Managed Players
Raymond
Representative customer
6,200 members · 2.9%
Steakhouse and Buffet Locals
Sal
Representative customer
3,900 members · 1.8%
Gold members spend twice as much on property
$2,140Gold member annual spend $1,020Silver
They still open the Copper Club mail
61%open rate 34%club average
Crossover members are worth three times app-only players
$1,480crossover member annual value $470app-only
Their visits don't move with the mailer
4.1trips a month, mailer weeks 3.9other weeks
An example run for Aurora Air, a Neuralift demo brand: an international airline with its Aurora Club loyalty programme. Four of its nine ranked actions are loyalty plays: step through them and the map lights up the segments each one reaches.
club_tierbooking_channeltrips_bandancillary_band Holiday Return-Trip Families
Megan
Representative customer
312,000 guests · 16.1%
OTA Fare Hunters
Kieran
Representative customer
284,000 guests · 14.7%
Weekday Business Commuters
Graham
Representative customer
226,000 guests · 11.7%
Northern Lights Adventurers
Freya
Representative customer
198,000 guests · 10.2%
Visiting-Family Flyers
Amara
Representative customer
176,000 guests · 9.1%
Golds Nearly Polaris
Daniel
Representative customer
128,000 guests · 6.6%
Lapsing Former Golds
Patricia
Representative customer
104,000 guests · 5.4%
Premium Cabin Leisure Couples
Henri
Representative customer
96,000 guests · 5.0%
Points Redemption Planners
Owen
Representative customer
88,000 guests · 4.6%
Student and Gap-Year Backpackers
Lily
Representative customer
82,000 guests · 4.2%
Connecting Long-Haul Transit Guests
Ravi
Representative customer
74,000 guests · 3.8%
Bleisure Weekend Extenders
Sofia
Representative customer
66,000 guests · 3.4%
Ski Season Groups
Tom
Representative customer
58,000 guests · 3.0%
First-Time Flyers
Grace
Representative customer
41,000 guests · 2.1%
Status challenges move them
44%take a status challenge 7%other members
Still reading, no longer flying
52%open Aurora Club email 21%everyone else
They plan around points
142Kaverage points balance 18Keveryone else
They come back every season
2.6winters flown in five years 1.4other leisure travellers
An example run for Leo's Steakhouse, a Neuralift demo brand with 24 restaurants, briefed to grow loyalty value without growing reward cost. Four of its eight ranked actions are loyalty plays: step through them and the map lights up the segments each one reaches.
aov_tierfrequency_tierrecency_tierrewards_member Celebration Diners
Bella
Representative customer
18,600 guests · 12.4%
Business Lunch Regulars
Grant
Representative customer
16,200 guests · 10.8%
Happy-Hour Bar Grazers
Kim
Representative customer
15,800 guests · 10.6%
Discount-Led Occasionals
Rick
Representative customer
14,900 guests · 10.0%
Family Sunday Diners
Paul
Representative customer
13,600 guests · 9.1%
Lapsed Weekend Regulars
Lynn
Representative customer
11,200 guests · 7.5%
Takeout Steak Night Households
Ben
Representative customer
10,300 guests · 6.9%
Loyalty Points Maximisers
Shane
Representative customer
9,900 guests · 6.6%
Wine-Led Premium Diners
Olivia
Representative customer
9,400 guests · 6.3%
Pre-Theatre Set-Menu Guests
Ivy
Representative customer
8,700 guests · 5.8%
First-Visit Tourists
Ellie
Representative customer
7,100 guests · 4.8%
Bar-to-Dining Upgraders
Rafael
Representative customer
5,600 guests · 3.7%
Gift-Card Redeemers
Nell
Representative customer
4,300 guests · 2.9%
Private Dining Bookers
Diane
Representative customer
3,800 guests · 2.5%
They spend the most and never redeem
$186average check 0rewards redeemed
Points move the date, not the count
5.1visits a year on double points 5.0without
Members come back sooner
38 daysbetween visits for members 71 daysfor regulars who aren't
Families answer for the kids, not the points
2.4×response to a kids' birthday offer 1×to double points
Tiers and points rules sort members by how much they've played, not why they play. Two Gold members can share a tier and nothing else. Neuralift finds the groups inside each tier and what would move each of them, so the program rewards the behaviour you want more of.
Tier rules
A Neuralift view
Inside Silver
Shape offers around why each group plays, so rewards buy more of the behaviour you want, not just more points.
See who is close to moving up, and who is quietly sliding down, while there's still time to act.
Find the members whose rewards cost more than they return, and the ones who'd come anyway without them.
Tiers sort members by how far they've flown, not why they fly. Two Golds can share a tier and nothing else. Neuralift finds the groups inside each tier and what would move each of them, so the programme rewards the journeys you want more of.
Tier rules
A Neuralift view
Inside Gold
Shape offers around why each group plays, so rewards buy more of the behaviour you want, not just more points.
See who is close to moving up, and who is quietly sliding down, while there's still time to act.
Find the members whose rewards cost more than they return, and the ones who'd come anyway without them.
Points rules sort members by how much they've spent, not why they come. Two members can share a points balance and nothing else. Neuralift finds the groups inside the programme and what would move each of them, so rewards buy the behaviour you want more of.
Points rules
A Neuralift view
Inside the programme
Shape offers around why each group plays, so rewards buy more of the behaviour you want, not just more points.
See who is close to moving up, and who is quietly sliding down, while there's still time to act.
Find the members whose rewards cost more than they return, and the ones who'd come anyway without them.
Neuralift builds a model of your customers around your bespoke use case. Explore more use cases through the lens of our demo brands, their KPIs, and actions.
Pacewright Running 7 ranked actions 
Copper Cactus Casino 9 ranked actions 
Leo's Steakhouse 8 ranked actions 
Granite Pulse Arena 8 ranked actions 
Nordvale Gaming 9 ranked actions 
VistaStream 8 ranked actions Stories, papers and the events where we meet loyalty and CRM teams.
Case study Sep 22, 2026 Delaware North finds the customers legacy segmentation couldn't see Read the story 
Case study Sep 22, 2026 Discover the growth hidden in your player data Read the story 
White paper Jul 2, 2026 From customers to superfans with AI-native segmentation discovery Read the paper 
Event Jun 1, 2026 CRMC 2026 See the event Sixteen CMOs had a CDP. One liked it. Blog Jan 7, 2025 You have a CDP. So what?! Read Our team is always happy to talk through your customer data challenges and opportunities. We usually respond within a day, and we love helping teams see what their customer data can tell them.