ITA Group Insights Magazine: Customer Engagement Volume 25 by ITA Group

WHAT’S INSIDE

Redefining what makes the best customer loyalty programs

How to build customer loyalty by adding more value to your customer loyalty program

Strategic design drives the best customer loyalty programs

6 strategies for sustaining customer loyalty in any market

How to increase customer loyalty program participation

Whenever I reflect on customer experiences that generate loyalty, I’m always struck by the common thread among them: emotional connection. Regardless of the industries I’ve worked in—consumer products, financial services, retail or restaurants—that common thread remains the same. Even in seemingly “rational industries” like financial services, customers are swayed by emotional connections.

Often our clients think that emotional connection is somehow elusive. In our experience, emotional connections are easy to create. The question is how: by making experiences personal, relevant, surprising and memorable. True customer loyalty isn’t just about points or perks; it’s about understanding your customers deeply and creating experiences that make them feel valued by your brand.

FROM THE DESK OF

CHRIS JONES

Senior Vice President, Customer Solutions

The main feature of this issue is our most recent research that analyzed what customers really want (and don’t want) from their customer loyalty programs. The research highlights the importance of emotional connections. We found customers who are loyalty program advocates and willing to recommend that program are six times more likely to visit, spend and bring share to that brand. The emotional connections between customers and brands drive tangible benefits!

Beyond the research, the issue includes insights to reimagine your approach to customer loyalty by adding customer value and designing loyalty program strategies that last. As you read, I hope you’re inspired by the ideas, research and stories to help you build stronger, lasting emotional connections with your customers.

WHAT’S INSIDE

Strategic design drives the best customer loyalty programs 6 strategies for sustaining customer loyalty in any market 04 10 16 22

Redefining what makes the best customer loyalty programs

How to build customer loyalty by adding more value to your customer loyalty program

How to increase customer loyalty program participation 26

Redefining what makes the best customer loyalty programs

By: Sarah VanDerHart, Insights & Strategy Leader, Customer Solutions

Building customer advocacy is the goal of every customer loyalty program, but many programs aren’t connecting with customers as effectively as they could. Each year we see brands invest in new customer loyalty solutions (or work on revamping existing programs), but they can’t pinpoint what works well, what could be improved and why.

To better understand how customers experience these loyalty programs and redefine what makes a successful program, we commissioned a study of 5,000+ loyalty program participants across 50 top brands in nine industries.

Understanding the current state of customer loyalty

Top brands know how important customer loyalty is to driving market share, and it’s not the first time that customer loyalty programs have been the topic of discussion. But most past discussions have focused on brandlevel results. Customer opinion was mostly anecdotal. Because we believe in customer-centric solutions, we wanted to hear more from the customers themselves.

Not only did we invite a large sample of 5,000+ loyalty program participants to share their thoughts, but we also looked at programs across nine key industries (auto, telecom, lodging, gas, gaming, financial, quick-service restaurants (QSR), grocery and retail) to make sure the results covered the breadth of loyalty experiences.

Our study explored the following

> What makes a customer loyalty program successful?

> What elements of loyalty programs do customers find effective? Why or why not?

> How does industry type affect what works in a loyalty program?

> Where are the opportunities?

Across all industries, the results confirmed some of our assumptions about current programs and what’s working. They also provided insights into some of the challenges we’ve seen with customer retention, such as driving visits and increasing spending.

5 key findings from the new customer loyalty program research

1. Loyalty programs do work

Through the study, we learned that the best loyalty programs build brand advocates who are six times more likely to visit, spend six times more with the brand than others and give six times more wallet share.

2. Customers want value and ease

While there are many components that go into a loyalty program, the most important metric is perceived value compared to the effort it takes to join. This is true across all nine industries in the study.

3. Value matters more than ease

It matters three times more, to be exact. While making it easy to participate in a program is essential, customers won’t engage if they feel the program’s value isn’t good enough. And, according to participants, all 50 brands have opportunities to deliver higher value.

4. Brand detractors can be made into brand advocates

In the study, less than 35% of customers identified brand advocates. However, the responses of brand detractors provided key insights into how improving loyalty program benefits would improve their perceptions of the brand. All brands have room to improve, but there is a path forward for customer retention.

5. The more personalized the experience, the better Perceived value changes greatly based on audience segment. Adding personalization and breakthrough touchpoints to your customer loyalty strategy helps customers build strong emotional connections to your brand.

By offering enough variety and value, brands overcome barriers to attract more customers with what matters to them.

—Matt DeVries, Senior Manager & Strategy Advisor, Customer Solutions

Improving your customer loyalty program with an end-to-end partner

It can take a lot to reach brand detractors and turn them into loyal brand advocates, but it’s worth the effort for brands that can do so effectively. As an end-to-end customer loyalty program provider, we help clients create programs that drive results at every stage of the customer journey. We’d be happy to chat about how to improve your program so it joins the best customer loyalty programs from our study.

About the author: Sarah VanDerHart

With over 12 years of experiential marketing and strategy experience, Sarah serves as the Customer Solutions Insights and Strategy Leader. As a leader of award-winning marketing teams, she thrives on delivering results-driven strategies that align with market trends to build emotional connections between customers and brands. Outside of work, you’ll find her hosting a fun gathering with friends, running around with her husband and their two young daughters, or cheering on the Iowa State Cyclones!

How to build customer loyalty by adding more value to your program

By: Max Kenkel, Senior Manager, Customer Solutions

Do

you know what defines the best loyalty programs? What matters most to your customer loyalty program members? Value.

Specifically, how customers perceive the value they get from engaging with your program. But when it comes to running a high-performing loyalty program, the role of value is often underestimated.

Many brands assume they know value’s importance, but that’s not what we heard from customers surveyed in our recent study of 50 loyalty programs across nine industries.

Respondents reported value was three times more important to them than how easy it was to participate in a program. If the value felt worth the effort, they were willing to put up with some clunky program features.

If your brand can add more value to its loyalty program offerings, you’ll see an increase in visits, spend and wallet share. It’s a win-win for you and your customers.

Defining customer loyalty and how customer perception shapes it

Customers ask, “What’s in it for me?” for every loyalty program they participate in. At its most basic level, a program’s value is what each member perceives as the answer to that question.

This “what I get” element can take many forms, depending on where the member is in their customer journey. It’s important to understand the full range of what impacts a member’s experience to provide the right value at the right time.

Value usually comes in a mix of soft and hard benefits.

> Hard benefits: These benefits can be measured, quantified and point to ROI (e.g., points, cash, gift cards, free shipping)

> Soft benefits: These benefits are harder to measure because they impact how program members feel about the brand (e.g., early access to sales and products, priority service and checkout, exclusive rewards)

Soft benefits are critically important for a loyalty program’s success because they yield psychological benefits. Respondents stated soft benefits connected them with the brand and conveyed a sense of status and exclusivity. These soft benefits are the key to creating brand advocates.

Brand advocates are the kind of repeat, ultraloyal members all brands want. The study confirmed this, too. Members who identify as brand advocates are six times more likely to visit, spend six times more money and generate six times more wallet share.

How value improves customer engagement and loyalty

The importance of having a loyalty program that creates perceived value can’t be overstated. Not only did the study reveal that value is three times more important than ease, but it also showed every brand’s program— across all industries—has opportunity for improvement.

Key findings about value in the loyalty program strategy

> Brands can overcome any effortrelated challenges in their existing program by providing more value.

> Value can make extra effort worth it. For example, customers may willingly submit receipts (i.e., do extra work) if they earn additional points vs. customers who automatically receive points from a purchase.

> Clearly communicating and promoting the program’s value (i.e., being descriptive and extensive when describing the benefits) drives more members to engage with it.

Remember when brands get both value and ease right, they’re more likely to inspire members to become brand advocates.

5 key elements that generate value in a customer loyalty program (and 5 that don’t)

Perceived value is subjective to each member, but some program elements are universally loved.

Here are five elements that study respondents repeatedly said mattered the most to them.

1. High quality rewards: Quality differentiates, and perceptions around quality impact whether a potential member chooses one program over another.

2. Rewards that don’t expire: No one wants to worry about a reward’s shelf life or be told they have a deadline.

3. Access to exclusive items, brands or experiences: This could include anything from access to early product releases, tickets to exclusive events and behind-the-scenes experiences.

4. Offers that go beyond discounts at the register: Think unexpected gifts with purchase, personalized shopping and charitable donation matches.

5. Great savings: Expected and unexpected discounts can have an impact.

On the other hand, certain program elements diminish value. Members were very clear on what they didn’t like.

1. Rewards that only go back to the brand: This can work for coffee shops or brands with a high volume of repeat business, but it falls flat for brands where engagement is less frequent.

2. Boring rewards: If customers aren’t engaged, they will forget about you and go elsewhere.

3. Expiring points: No one likes to earn points and have them be taken away.

4. Overly long point-earning cycles: When it takes too long to earn points, members get bored, tired and tempted by other programs.

5. Lack of exclusivity: Similarity to other loyalty programs can destroy engagement and participation.

What diminishes value?

in awards

Rewards lack quality

How to increase customer loyalty by adding value

Remember, improving value doesn’t mean that brands need to instantly jump to making payouts richer. Perceived value is more important than actual value. Members care that the brand cares.

How does a brand begin improving a loyalty program?

> Conduct some simple market research and “test and learns” to identify what your current and potential members value most. Find out what you’re doing well and where you’re falling short.

> Consider ways to make your customer loyalty program stand out from the competition. So many programs come across as the same to potential members. Give them a reason to stay by highlighting the value.

> Look for places in the customer journey where additional elements of value can be easily introduced.

> Test different offers on a smaller scale and then roll them out to the broader audience once you’ve proven customers find them valuable.

> Take advantage of 1:1 personalization capabilities. With the right customer loyalty technology, brands can look across segments and create value for the right customer at the right time.

> Promote the value being offered by your program. Get the word out and get customers emotionally connected with the offer (and the brand).

These improvement areas are where an end-to-end customer loyalty provider really shines. They can help you identify gaps in your program and opportunities to improve how customers perceive the value you offer.

About the author: Max Kenkel

As Senior Manager, Customer Solutions, Max ensures all six components of a successful loyalty program deliver for our clients. With more than ten years of experience in strategy across customer, channel and employee loyalty programs, he’s seen a lot. You’ll often hear him talk about how important data is to brands. In his words, “It’s easy to make decisions on intuition, but it’s a lot easier to justify to shareholders when you can back it up with data.” Beyond his professional passions, Max plays bass in a pop punk band, visits as many national parks as he can and is an aspiring poet, publishing his first book in 2023.

Strategic design drives the best customer loyalty programs

By: Matt DeVries, Senior Manager & Strategy Advisor, Customer Solutions

You wouldn’t set off on a road trip before picking a destination, so why implement a customer loyalty program without the end goals in mind?

Every customer loyalty strategy starts with identifying the program’s business objectives and the key results that will define its success. Launching or refining a customer loyalty program can make an impact on customer lifetime value and profitability. Enhancing customer satisfaction, influencing behavior and increasing engagement will win more than wallet share from each person who interacts with your brand. It will create brand advocates who drive your organization’s future.

When businesses see loyalty as a growth engine just as much as a retention tool, they invest accordingly to try to reach their goals. According to a PwC Customer Loyalty Executive Survey, 63% of executives say their company’s loyalty program budget increased in the latest planning cycle. Unfortunately, many leaders default to spending on loyalty platform upgrades alone. While the platform is important, a short-sighted approach leaves out essential program components and can make customer loyalty initiatives fail. It often requires pulling in numerous vendors to cover different aspects of the program, and it results in a disjointed program that affects the customer experience.

Instead, organizations should establish an end-to-end (E2E) customer loyalty partnership. The right partner visualizes your program’s lifecycle and maps program strategy across each phase.

Applying a strategic approach to your customer loyalty platform

Navigating a strategic approach to a customer loyalty solution can feel daunting. Defining a cohesive and consistent strategy will impact everything you do: theme, design, naming convention, segmentation, grouping, targeting, communications, promotions, offers, awards, analytics and ROI proof. E2E partners provide a steady hand on the wheel, offering deep experience throughout planning and execution.

Don’t settle for a strategic partner that operates on autopilot. Partners that consistently deliver optimization recommendations keep the program fresh and exciting in the minds of customers and helps differentiate your brand from competitors. The best partnerships tie your customer loyalty program to your brand in a way that amplifies your message and brand promise.

Mapping customer loyalty strategy across every phase

A partner who understands your objectives can help get you where your brand is trying to go. A great E2E partner isn’t stuck on a fixed route and uses customer journey mapping and feedback to identify roadblocks and inflection points to adjust the approach accordingly.

Here’s how that can play out across the lifecycle of a customer loyalty program.

PROGRAM DESIGN PHASE

Most platform providers have a reasonable handle on the functional aspects of a program: how people earn, redemption of points for discounts, basic reporting. A strategic, E2E approach goes further. It looks beyond the logistics to tap into the unique aspects of brand identity.

Loyalty programs that align with a brand’s values encourage customers to build emotional connections with the brand. Use a human-centered design approach that uncovers meaningful audience insights to add value and bring your brand identity to life. This is the only way to move from transactional to transformational loyalty programs.

PROGRAM LAUNCH & EXECUTION

Organizations that take a platform-focused route tend to mistake the launch date as the finish line. An E2E partner recognizes it’s actually the starting point for your customer’s experience and deploys their team resources around a test-and-learn strategy.

Not only do they pay attention to day-to-day functionality, but they also verify the program connects with audiences as intended. Listening to customer feedback, then acting to deliver is the difference between long-term success and a program that fizzles.

PROGRAM OPTIMIZATION

Having a team ready to analyze loyalty program data is about more than keeping an eye on your dashboards. Strong analytics is one of the six primary components of a successful loyalty program, and should be connected to a powerful loyalty strategy to continuously inform your program evolution.

Effective customer loyalty programs must continuously evolve. Why?

> Customers get bored. An optimized program keeps them engaged.

> Brands need customers to demonstrate new behaviors and take new actions. Loyalty programs can turn frequent purchasers into ongoing subscribers, for instance.

> Brands evolve their product offering. Strategic incentives can encourage customers to embrace something new.

> Competitors challenge your brand, and you need to differentiate. Program enhancements can reinforce your brand promise.

> Different customer segments need different ways of interacting with your brand. Think regionally, or by age and gender demographics.

Don’t get stranded in a zero-party data desert. A standout E2E partner has tools to help you catch missing information that fills in critical gaps in your business, and strategic segmentation capabilities to put that data to work.

Remember, optimizations don’t have to be overhauls. Sometimes the smallest tweaks have the biggest impact on program effectiveness.

An E2E partner gets to know your business inside and out, which enables them to combine the raw data of your business with the context of your brand. Occasionally, that looks like a splashy promotion recommendation that delivers remarkable results. More often, it’s a tiny shift, like changing the day or time you send communications, or revising a heading. Incremental improvements can compound into significant successes.

Partners power strategy and execution

An E2E provider gives your brand the strategy it needs to deliver a compelling customer loyalty program. As an extension of your team, great partners get to the bottom of what customers love about your brand. They have the tools that fuel long-term engagement strategy (data collection, surveying capabilities, primary and secondary research) and the responsiveness to act at the moments that matter in the customer journey.

About the author: Matt DeVries

Matt DeVries has more than 10 years’ experience managing loyalty and engagement solution design. With an educational background in both marketing and organizational behavior, Matt’s vast expertise and knowledge have helped shape effective solutions for many leading brands worldwide. His primary focus is understanding each client’s needs and industry concerns, which he couples with a solution-minded approach to position them for incredible results. In his free time, Matt enjoys off-roading with his family and camping off the grid in remote spots across the country, especially the southwest.

This article is included in a six-part series. Check out the other five articles on our website.

Personalize award experiences with an end-to-end loyalty provider

info.itagroup.com/personal-award

Integrated customer communications enable the best customer loyalty programs info.itagroup.com/enable-programs

Comprehensive analytics help customer loyalty programs evolve

info.itagroup.com/analytics-evolve

The best customer loyalty programs adapt to meet market shifts

info.itagroup.com/programs-adapt

Powering E2E loyalty with industryleading customer loyalty technology

info.itagroup.com/loyalty-tech

6 strategies for sustaining customer loyalty in any market

By: Chris Jones, Senior Vice President, Customer Solutions

Trying to keep up with rapid economic and social changes on a global scale is a huge challenge—the speed of the next wave of disruption is truly unprecedented.

But let’s focus on opportunities. Brands owe it to their customers to consider what they can do right now to help ensure customer success, no matter what disruptions the future holds.

6 tips to keep customers’ loyalty during turbulent times

Be transparent about your brand’s motives

Many well-established brands are looked to as a source of truth by customers, but not every brand is comfortable or able to be that type of entity to their customers.

Nor should all brands feel they need to be. No matter the motive, be transparent with customers about your mission and goals. An ongoing communication plan makes sure customers always understand the brand’s stance.

2 Listen to your employees and work hard to meet their needs

Times of global uncertainty can affect any employee’s mental health, even those who haven’t struggled with mental health issues in the past. The stress combined with high performance expectations at work can be increasingly hard to reconcile. A little humanity and grace go a long way if employees:

> Feel powerless or are dealing with unresolved emotions.

> Have struggling relatives or friends who they’re trying to support.

> Question if what they do really matters.

Your customer-facing employees in particular have to balance their own concerns with those of customers to deliver the brand’s promise. Employees are human after all, and that means they appreciate empathy and compassion, especially from their employers (and when they might not expect it). Don’t guess what employees need. Survey them regularly to gauge their well-being and see what needs they’d like met to feel heard and cared for on a social, emotional and psychological level.

Listen to your customers and act on good information

Your customers’ changing needs should inform how you improve their experience. Use an evolving approach rooted in a good feedback loop, then follow up with data-driven action.

Continue initiatives meant to improve the customer relationship Global disruptions often result in new customer segments for brands, and many brands have launched successful initiatives to alter or improve loyalty and engagement programs. While the adjustments are necessary, you also need to account for flexibility. (You never know when a once-in-ahundred-years moment will occur.) Nimbleness will be the trait of winning brands over the next decade.

Create more positive brand experiences

It’s easy to get bogged down with negativity, and that’s why positive brand experiences have such a meaningful impact during times of disruption.

A surprisingly positive interaction with a brand can be jarring, in a good way. The mileage brands get from creating positive experiences is quantifiable through social momentum, retention statistics and increased customer value. Positive touches can be small things like encouraging empathy and compassion from your employees toward customers to big surprise-and-delight rewards for unsuspecting customers.

Keep your focus on how to help customers

Most leadership teams have probably questioned if they should respond to the latest hot topic or not. In the event of uncertainty, don’t panic. Sometimes, less is more for your brand. As long as our society continues to be built on supply and demand, people need what brands sell and do. Just be real about the value you’re bringing to your customers.

Stay positive to maintain customer loyalty throughout uncertain times

Focus on amplifying what drew customers to your brand in the first place—a product, service or how you treat customers. What originally appealed to them is how they identify with your brand. Every day, our clients focus on fostering customer relationships that withstand disruption whether they’re considering what to build into a future loyalty program, finding the right balance of positive brand experiences or uncovering what employees need most from the brand.

About the author: Chris Jones

Chris is passionate about creating emotional connections between brands and customers by designing and delivering compelling customer experiences. His 30 years of experience across numerous industries serves as a foundation for personalizing solutions for every client. As Senior Vice President of Customer Solutions at ITA Group, he and his team help brands engage their customers in ways that deepen relationships and create long-term value. When Chris isn’t working or volunteering at nonprofits in the Des Moines community, you can find him attending soccer matches of his three sons or professional teams, being active outdoors and becoming a soon-to-be expert guitarist.

Future focused. Human centered.

HOW-TO GUIDE

Increasing customer loyalty program participation

By: Sarah VanDerHart, Insights & Strategy Leader, Customer Solutions

If you’re looking to build customer loyalty, two things matter most in a program: value and ease of participation. But as brands rush to highlight their program’s value, they often overlook the ease part—leading to a lackluster customer experience.

Imagine you’re a loyalty member at a quick-service restaurant. The program initially enticed you. It promised to be worth the effort to enroll, learn how to earn and redeem points, and even move up the tiers. But over time, you realized it wasn’t what you expected. It was unclear how many points you’d get for which orders, and you had to fiddle with clunky software to enter each purchase. When you did earn points, it was never enough to get the award you wanted. It’s tempting to quit the program, go to a competitor or simply not engage.

As a program leader, you don’t want to let brand advocates slip away. So let’s look at how the best loyalty programs incorporate ease.

The importance of ease in loyalty program strategy

To better understand customer priorities and perceptions, we surveyed 5,000 loyalty program participants in 50 loyalty programs across nine industries. Our study found:

> Value is 3x more important than ease, but if a loyalty program is hard to navigate, it impacts the program’s overall experience and the perception of value.

> Value can’t overcome ease when something is so fundamentally broken or difficult to deal with that it creates extremely difficult moments in the customer journey.

> Problems with ease lead to frustration which can spark highly emotional responses like canceling an account or turning to another loyalty program.

The role of loyalty program software in overcoming challenges

Functionality issues are some of the key burdens customers face when participating in loyalty programs. This often starts with evaluating your loyalty program software.

> Is your website and/or app easy to navigate?

> Does it enhance the user experience by making progress toward goals and program rules clear?

> Is the experience engaging and personalized?

Customers expect all these elements to be in place and for the technology experience to be seamless.

Going back to our earlier example of the quick-service restaurant loyalty program member:

You got a push notification that you have a surprise offer waiting in the app to say thanks for being a loyal customer. You were so excited you dropped everything to open the app and navigate through the different menus, only to find it was for an entrée you’re allergic to. Not only were you disappointed, but you’re a little insulted that the brand you trust doesn’t know you at all.

With the right loyalty program software, something like this would never happen. Loyalty members would have a chance to voluntarily give you zeroparty data about their preferences and allergies (maybe for an incentive offer). Or your software could track their order history to know they never order certain items. The software would make sure all offers were relevant for the recipient.

A note about data tracking

New technology integrates many of these needs into one platform to provide streamlined, personalized experiences with limited administrative burden on your part.

Not sure where to start with improving your technology? Put yourself in customers’ shoes and walk through the loyalty program experience yourself. What gaps do you notice? If you find that your loyalty program software can’t keep up with customer expectations, it might be time to upgrade.

It’s important to be mindful about what data you track and how much you ask for. Customers get annoyed when brands ask for data for (seemingly) no reason or make duplicate requests. Keep data collection straightforward and store it securely to maintain customer trust.

5 ways to increase ease in a customer loyalty program (and 5 not to)

What are the elements of a loyalty program that create ease? Our study revealed the following.

Enrollment is easy: No one wants to struggle with too many questions and screens. Be sure enrollment pages as well as preference settings are easy to navigate.

The program is clear: Good writing makes a huge difference. Clear context must not only explain how to participate but also excite members.

Redemption is intuitive: When redemption is easy, loyalty program members are pleased.

Website and app are appealing: Do the website and app align with the brand’s positioning and promise? Keep customers’ brand experience consistent across platforms.

Communication, awards and recommendations are personalized: Adding personalization and breakthrough touchpoints to your customer loyalty strategy help customers build strong emotional connections to your brand.

What creates ease?

As for what aspects of a loyalty program might diminish ease, members consistently mentioned the following.

It’s too hard to earn: Earning rewards should be fun, never a chore.

Lack of transparency about how the brand uses customer data: Privacy matters. Be clear about all policies and practices.

Tiers or levels are confusing or inconsistent: When members don’t understand what is being offered, what was a communications issue turns into a program ease-of-use issue. The words to watch here are clarity, simplicity and good writing.

Technical issues with the program: Members have high standards and are accustomed to seamless, excellent experiences on other apps (gaming, entertainment, banking). They expect the same from a loyalty program.

Digital fatigue: Too many emails and messages can be annoying. Communicate intentionally.

What diminishes ease?

Confusing tiers/levels

Too hard to enroll

Balancing value with ease creates the best loyalty programs

When a brand adds more value and improves ease to its customer loyalty program, it creates advocates and drives long-term growth.

Looking to drive more results with your own program? Start by accessing your audience and current program. Use a mix of quantitative and qualitative research, trade-off techniques, and driver modeling to find out what customers expect and experience. If possible, benchmark your program to see how it measures up.

Next, address any barriers you discover that make it difficult for people to use your program. Focus on barriers to initial participation first, then look at functionality so existing members don’t abandon the program.

Once you’ve addressed barriers, layer in personalization. Leverage up-to-date loyalty program software to provide true 1:1 customization in real time.

Brands can give customers in different groups/segments entirely different experiences based on personal preferences. This allows brands to create the right level of ease for the right customers at the right times.

Finally, differentiate your program by offering an experience that’s sustainable for you and repeatable for customers. Too many programs look and feel the same across industries. There’s real potential to stand out by offering relevant awards!

Steps like these are just part of what it takes for an end-to-end customer loyalty program to shine.

About the

author: Sarah VanDerHart