In order to reward teachers for leading EF tours (and encourage them to lead more) EF created a customer loyalty program. The only problem? It was really, really confusing. Teachers didn’t understand how it worked, so they forgot it existed or just didn’t bother trying to use it. The solve was simple enough: a series of touch points that would inform teachers how to use the program and get them so excited about it they’d never want to travel with anyone else.