Emotional Brain AI

Score the feeling
behind every sale

The AI layer that measures how loyal each customer really is — and tells you the one move that keeps them, before spend even blinks.

Get a free loyalty audit
PlanScoreActDeliver
Plan Builder
Ready to build your loyalty program?
Reward repeat buyers, reduce churn
✓ Launch-ready in under 4 weeks
Emotional Loyalty Score
Samantha0
Sentiment
Retention
Advocacy
Brand affinity
NPS
Next Best Action
SamanthaAdvocate↓62 → 54
Loyalty score falling — an advocate slipping toward at-risk.
Recommended move +8 ELS
Invite her to a members-only event — reverse the drop, no discount needed.
Ready to run in your tools
TRIFFTrecommends the move
→
Your email toolKlaviyo, Braze…
Members-only inviteSegment: at-risk advocates
0ELS recovered
£2,400revenue retained
0%margin given away

Your top spender and your next churner
look identical on a spreadsheet

So you discount both and lose the ones worth keeping. Emotional Brain reads the signals spend can't.

Spreadsheet view
Marcus£2,400 / yrTop spender
Samantha£2,400 / yrTop spender
Same revenue. Impossible to tell apart.
Emotional Brain view
MarcusELS 81Advocate ↑
SamanthaELS 54At risk ↓
One's your champion. One's about to leave.
One connected system

Loyalty that runs itselfplan, measure, act — on repeat

01
Plan

Turn a few answers into a ready-to-launch loyalty strategy — in weeks.

Plan Builder
02
Measure

See who's genuinely loyal, who's at risk, and who's only here for the discount.

Emotional Loyalty Score
03
Act

Get the one move most likely to keep each customer — chosen for you.

Next Best Action
04
Deliver

Send it live across email, app and every customer touchpoint.

Member Execution
↻ Results feed back into the score — the system sharpens every cycle
Emotional Loyalty Score

See who's about to leave
before they do

A 0–100 score for every customer, built from how they behave — not just what they spend.

✓ One metric to segment on, target retention spend, and prove loyalty to the board.
Samantha · Loyalty Score54
Sentiment
Retention & frequency
Advocacy & engagement
Brand affinity
NPS
On the move 30d
james.k+12
samantha.r−8
aria.m+5
Built from signals spend can't see
Repeat visitsReferralsReviewsSentimentApp engagementTier progressZero-partyNPS
Next Best Action

Never wonder what to do
about an at-risk customer

For every customer, TRIFFT picks the one move most likely to keep them. The score notices, the action responds.

Plan Builder

Launch a loyalty program
in weeks, not quarters

Answer a few questions about your goals and audience. Plan Builder turns them into a running program — no consultants, no six-month build.

✓You get: a live program in under four weeks — not a deck in a drawer.
Request access to Plan Builder →
Plan Builder · your inputs
GoalReduce churn
AudienceRepeat buyers
Reward typeTiered + experiential
↓
Launch-ready loyalty strategy
Tiers, rules, rewards and target scores — ready to run.
✓ Live in under 4 weeks

Give your Klaviyo flows
a reason to fire

TRIFFT streams each customer's loyalty score into Klaviyo, so flows retain the right people instead of discounting everyone. One click, no rebuild.

TRIFFT · ELSLive loyalty score
→
AdvocateYour champion
MercenaryDeal-chaser
GhostSlipping away
CheerleaderLoyal, low spend
→
Klaviyo flow firesRight message, right person
Win-backEarly accessVIP rewardReferral ask
Stop discounting loyal customersNo more blanketing advocates with offers they never needed.
Catch churn before it costs youFlows trigger on a falling score, not a missed purchase.
Live in one clickKeep every flow you run today. Turn it on, Composer gets smarter.

Loyalty isn't a label.
It's a position that moves.

Every customer sits on two axes — how much they love you and how much they spend. Next Best Action moves them: a Mercenary toward Advocate, a Ghost won back.

↕ Love — emotional attachment: sentiment, advocacy, engagement↔ Spend — transactional value: frequency and revenue
Mercenary
Low love · High spend
Buys often, but only on discount. Shift them toward real loyalty.
Advocate
High love · High spend
Loves you and spends. Reward and reinforce — your growth engine.
Ghost
Low love · Low spend
Drifting toward churn. Win them back before they lapse for good.
Cheerleader
High love · Lower spend
Evangelists who spread the word. Turn their enthusiasm into reach.
Free playbook

Turn Ghosts into Advocates

Get the exact strategies to move every persona — win back Ghosts, convert Mercenaries, and grow Cheerleaders into Advocates.

What emotional loyalty
looks like in the wild

Real brands, real numbers — loyalty you can see in repeat visits, referrals and revenue.

Anticipation as an asset
15,000
Dishoom's New York waiting list — demand banked before a single sale.
Per Next Best Action
+8
Average ELS lift from one move — retention gained, no discount required.
Plan Builder
<4 wks
From business inputs to a live, running loyalty program.
Escentual

Using ELS in beauty to move beyond price-matching toward deep community trust.

Marks & Spencer

Navigating heritage-retail transformation from transactions to advocacy.

From intelligence to execution

Emotional Brain decides.
Loyalty Engine delivers.

Emotional Brain identifies the moves most likely to work. Loyalty Engine turns them into live programs, journeys and customer interactions — at scale, across your CRM, marketing and commerce stack.

01
Activate programs

Points, tiers, rewards and campaigns, built from Emotional Brain's strategy.

02
Orchestrate journeys

Trigger personalised interactions on real-time customer behaviour.

03
Execute at scale

Across your ecosystem via CRM, marketing and commerce integrations.

If churn is your problem,
this is your tool

CRM Managers
  • Segment on real loyalty, not just recency and spend
  • Catch at-risk customers before they lapse
  • Stop discounting people who'd have stayed anyway
  • Let Next Best Action decide the move per customer
Marketing Managers
  • Personalise at scale without hand-building every journey
  • Prove loyalty performance with one clear metric
  • Launch a program in weeks, not a six-month build
  • Protect margin by retaining on emotion, not price

Frequently asked questions

What is TRIFFT Emotional Brain?+
TRIFFT Emotional Brain is the AI intelligence layer of the TRIFFT loyalty platform. It designs loyalty strategy, scores how emotionally loyal each customer is, spots churn risk that spend data misses, and recommends the single next best action to strengthen each relationship. In short: it tells CRM and marketing teams who is at risk and exactly what to do about it.
What is the Emotional Loyalty Score (ELS)?+
The Emotional Loyalty Score (ELS) is a customer-level metric from 0–100 that measures the strength of each relationship using both transactional and non-transactional data. By combining spend and frequency with engagement signals like referrals, reviews, sentiment, brand affinity and NPS, it gives a complete view of loyalty — helping you identify truly loyal, at-risk or promotion-driven customers at a glance.
What is Next Best Action (NBA)?+
Next Best Action (NBA) determines the single most effective action to strengthen each customer relationship. It evaluates the customer's Emotional Loyalty Score and its movement, their journey stage, past campaign performance and your business goals to decide what should happen next for every individual or segment — often without resorting to a discount.
How do the Emotional Loyalty Score and Next Best Action work together?+
They form a measure-and-act loop. The Emotional Loyalty Score measures loyalty and detects change — a falling score flags a customer as at risk before their spend drops. Next Best Action responds to that movement by choosing the most effective step to recover or grow the relationship. The action then feeds back into the score, so you can see its impact and the system sharpens over time. The score notices; the action responds.
What is Plan Builder and how does it fit in?+
Plan Builder is where a loyalty program starts in TRIFFT. It turns a few business inputs — your goals, audience and offers — into a launch-ready loyalty strategy in under four weeks. It's part of the same connected system: the targets you set in Plan Builder become the loyalty you measure with ELS and the moves Next Best Action makes on your behalf.
How does TRIFFT work with Klaviyo Composer?+
TRIFFT is a Klaviyo Preferred Partner with a one-click integration. It streams each customer's Emotional Loyalty Score and cluster categorisation (Ghosts, Mercenaries, Advocates, Cheerleaders) directly into the Klaviyo data platform, so Klaviyo's AI agent Composer builds campaigns based on real emotional loyalty rather than purchase history alone. Composer executes the omnichannel campaigns, engagement data flows back to TRIFFT to recalculate each score, and both platforms get smarter with every cycle. You keep all your existing Klaviyo flows and channels.
How does TRIFFT move from insight to execution?+
Emotional Brain generates the strategy, measures loyalty and identifies the next best action. Loyalty Engine then turns those decisions into live interactions — rewards, tiered programs, orchestrated journeys and personalised customer touchpoints — at scale across your CRM, marketing and commerce integrations.
Who is Emotional Brain for?+
Emotional Brain is built for CRM Managers and Marketing Managers in mid-market retail and e-commerce who own retention, churn and loyalty performance. It helps them segment on real loyalty rather than spend, catch at-risk customers early, personalise at scale, and decide the right action for each customer without over-discounting.

Get a free loyalty audit.

See the customers you're about to lose — and the moves that keep them — before they churn.

Get a free loyalty audit