Rewards Program Overload

A couple times recently, at the register in the store, the cashier asked if I’m a rewards member?

No.

Would you like to join?

No thanks.

Then they look at me funny, as if to say, why wouldn’t you want to join and get discounts?

Here’s why…

I don’t want to keep track of every rewards programs. There are too many. For some businesses, I am happy just to be a casual customer, rather than a loyal customer.

And, I feel that even the rewards programs for businesses that I am in their loyal following, the rewards programs have lost their pep. They’re complicated and I find myself not wanting to learn the rewards program. It feels like reading tax code. I’d rather not.

I have seen what companies do with reward program data on the other end. Not nearly as much as they think. Loyalty programs are a business fad that produce little value for the business, but nobody has noticed.

They are usually sold with nebulous potential (“just imagine what we can do with all this data”) or a couple of what are seen as clever insights (“we noticed that shoppers who buy tortilla chips over index with salsa”).

They also serve well to to create loads of pretty, but non-actionable charts, to litter corporate powerpoint deckage that create the illusion of good work being done.

Just look around, businesses with rewards programs are not any less likely to struggle.

Here’s a personal tale of a reward program that went stale.

For years, I used the Starbucks rewards program. It was simple. Every so often I got a free drink and it sort of made me feel like I was part of a club.

But, then it got too complicated and they got too clever.

At first, when they started using nudge techniques to get me from 2 to 3 visits a week, I thought it was cute. ‘Just one more visit to get those bonus points!”

It quickly dawned on me that the few extra seconds of thinking about that was time not well spent. It felt like Starbucks was invading my free time.

It changed the nature of the relationship I had with them. The early rewards program helped that relationship making me feel more welcome. The changes made me feel they didn’t appreciate my meager business and I needed to do more to earn their respect.

Rather than feeling like being a part of the club, it felt more like I was on a hamster wheel.

Words of advice. Keep the rewards program simple. Don’t view it as a growth engine. Ultimately, even the best loyalty program will not make up for bad quality.

Applying my node theory of soccer to USMNT vs Germany

Here I wrote about how Metcalfe’s Network Law can predict time of possession in youth soccer.

It says, on offense the team is like a network where every player is a node that the ball can move through and the value of that network is exponentially proportional to how effective each player can be an effective node without turning the ball over.

To do that requires being able to execute basics — like receiving, dribbling and passing — while also making good percentage decisions.

The theory goes that the more players a team has as effective nodes relative to the other team, the more they will possess the ball.

The team with fewer effective offensive nodes will turn the ball over more.

Teams with the same numbers of effective nodes will have roughly equal possession.

When there’s an imbalance in number of effective nodes, that will tilt possession toward the team with more. For example, a team with 11 effective offensive nodes playing against a team with 8 effective nodes, will have 65% possession. If they played a team with 6 effective nodes, they’d have 77% possession

Germany had 60% possession.

My node theory suggests that meant the U.S. had 1-3 players whose ball handling skills weren’t up to the players on Germany’s team, making them less effective offensive nodes.

First question I would ask is why we would choose players whose ball handling skills aren’t up to the level we’re going to play against?

It took me a long time to figure it out. I’m not sure I have it figured out, but one thought is American soccer favors players strong with the traditional positional attributes. For example, we prefer midfielders that can run hard and win loose balls, defenders who can keep pace with fast forwards and defend well 1v1 and goalkeepers who can block shots. And for all of those positions, we rate athleticism high.

By favoring such players, we don’t put as much emphasis on ball control. We think OK ball control is good enough and that more refined ball control is only needed upfront.

Few seem to notice how much it costs.

Start with the basic trap. Watch closely next time you see a international or inter league mismatch, or if you re-watch the US v Germany match.

The lower team will often have an extra bounce or hop when they traps that they then need an extra second and extra touch or two to gain control. That often invites the defender to come closer and put more pressure because they know they have a higher percent chance of causing a turnover.

The higher team stops the ball clean. The ball more often comes to rest with no extra motion. That’s 1 second per trap advantage. The defenders more gingerly reel space in to apply pressure, because the know the chances of winning a tackle from that player are lower than the getting burnt by over committing.

I’m not saying these players have awful ball control or are not capable of making great plays.

They will make a lot of great conspicuous plays that fit with their strengths, like winning a lot of 50/50s. Those stick in the fans minds. They will also make a few outside their strengths so fans can throw those in my face.

But fans miss the subtle ways they make the team less competitive.

Over larger samples, those players will cause more turnovers. Those turnovers may not be directly attributed to them. They may happen 2-3 passes further down the field, but it started with their sloppy trap and well-projected pass that allowed the other team to close space on all their marks eventually resulting in an interception.

It also does some more subtle things.

First, it will impair the USMNT’s ability to switch styles of play if needed for the game. That makes them less dimensional and less tactically flexible and easier for the opponent predict and control.

One example: as a team you want to be able to play long and short. If you can’t do both well, it makes it easier to cover the one you can do. Because all offensive nodes aren’t up to snuff, it takes fewer defensive resources to cover shorter passing options so more can be allocated to covering the long options.

If you can pose a serious threat with shorter passes, that will force the other team decide where to focus defensive resources, improving the odds of a mistake that creates an opening to exploit.

In Am soccer circles it seems like it is generally felt a team should play one style of soccer, build the team around that and just get really good at that. But, even the coaches of the best passing teams in American football will tell you that being able to run contributes a great deal to passing success, because it keeps the other team guessing and deciding where to allocate its defense.

Second, it produces weaknesses the other team can exploit. Matt Turner is an awesome shot blocker, but still a little shaky with the ball at his feet when facing the world’s top players. So, guess where Germany will try to force the US to pass?

But that goes both ways. If the US figures out that’s not a great percentage pass, then that removes a basic passing option from the node and weakens all other nodes because Germany can now dedicate even more resources to covering them.

This is one reason the value of the network is exponentially related to the number of good offensive nodes. The value isn’t just in the ability to play the ball through the node, but also in having that as a viable option.

If passing to goalie becomes less viable, then holding possession and switching through the back to control the pace of the game while looking for openings also becomes less viable, which then forces the US to push forward every time they get the ball and if they lose the ball, leaving lots openings for Germany to attack through.

Sort of sounds like the 2nd half to me.

We ask the wrong question after soccer games: Did you win?

This is the most common question I hear. I ask it too, out of habit. I’m trying to break that habit.

It’s the wrong question to ask because it robs players of the chance to learn how to analyze their performance against their own goals and critically break down the game.

To put it in perspective of a sport Americans are more familiar with, you may have lost your baseball game but was still able to see progress in your ability to field balls and get them to the right base. Whether your team wins or loses, keep moving in that direction and you will become more valuable to your team and contribute to success!

Americans don’t have that same ability with soccer. To an untrained eye, a team with more ball skill and game experience will be, “a more talented team” or “fast, because they beat us to the ball,” or “out-hustled us.”

They are not aware that ball skill is learned and they beat us to the ball because their ball and game experience has made them better at reading and reacting to where the ball is going.

Here are some better questions to ask, whether it was a win or loss.

What things have you been working on? Any signs of progress?

What has your team been working? Any signs of progress?

What do you think determined the outcome of that game?

Did that game give you any ideas on what you or your team ought to work on?

You won’t always get good or the right answers from these questions, but you will encourage critical thought that will spur learning that can lead to more success.

Did you try your best?

Did you have fun?