Company, brand & platform

AFFINITY OS™

People first, always.

AFFINITY OS was a company and a platform we built from Grant Gamble's best-selling book, “The Affinity Principle”. It listened to customers and Team Members, read what they said, and showed leaders how their people were really doing. Stella Jackson shaped the brand, the website, the product design and the learning content.

Brand identity
Website
Platform design
Psychosocial risk
Score graphics
Academy
Print

A laptop showing the AFFINITY OS theme explorer, with themes such as work life balance, overwhelm, workload and autonomy

The Affinity Formula: mindful leadership leads to incredible team performance, then awesome customer experience, then great financial results

The idea

Look after people, and the rest follows.

Grant's AFFINITY formula starts with mindful leadership. Mindful leaders build teams that perform, those teams create an awesome customer experience, and the financial results follow.

AFFINITY OS was built to measure that chain, from how Team Members feel, to how customers feel, to what the business earns.

We built it before AI was part of everyday life. AFFINITY OS was powered by Medallia, an enterprise-level SaaS platform and the #1 Customer Experience AI system. Its AI engine parsed the survey data for themes and sentiment, so people could spend their time on the part only people can do. The company was later sold.

What we made

From identity to interface.

Brand identityThe AFFINITY OS name, wordmark, navy and gold palette, and the promise underneath it: People first, always.
WebsiteThe affinityos.com.au website, a clear route from how the platform works to booking a demo.
Platform designScore tables, trend lines, site rankers, theme explorers and comment feeds, shaped so a manager can find the answer at a glance.
Psychosocial riskThe survey, the theme explorer and the launch communications for the Psychosocial Risk Assessment Tool.
Score graphicsTen faces from detractor to promoter, and the graphics that show how NPS+, eNPS+ and the AFFINITY INDEX are built.
AlertsAt-risk alerts that reach a team lead on their phone while there is still time to act.
AOS AcademyTraining and certification for customer service teams, with Self-Care Toolkits for mindful leaders and for customer service professionals.
Print and frameworksA product flyer, a fourteen page curriculum brochure, and the diagrams that explain the formula, the funnels and the research.

The identity

A promise under two rules.

A plain, strong wordmark held between two gold rules, with the promise underneath it. It had to work on a dashboard header, a phone notification, a printed flyer and a certificate, and it does.

Team Member experience

Engagement comes before everything else.

AFFINITY OS measured Team Member engagement with the same care as customer loyalty. The two research graphics below, drawn from McKinsey & Co. (2023), show how much of a workforce sits below the engagement threshold, and what disengagement and attrition cost a business each year.

Six Team Member archetypes along the satisfaction spectrum, from quitters to thriving stars, with the engagement threshold marked

Annual cost split by disengagement and attrition, in a typical and a high attrition scenario

Psychosocial risk

Workplace wellbeing in the age of burnout.

The Psychosocial Risk Assessment Tool brought the same care to Team Members that the platform brought to customers. A short survey asks about work demand and workload, and about control and autonomy, and invites a comment in the person's own words.

AI reads the comments and sorts them into themes such as overwhelm, workload, autonomy, role clarity and work life balance. Then people decide what to do about it. It is an AI and human-driven tool, and the human part matters most.

The AFFINITY OS theme explorer on a laptop, showing each theme as a circle sized by volume and coloured by sentiment

Every theme, sized by how often it comes up and coloured by how people feel.

A launch slide for the Psychosocial Risk Assessment Tool, showing a tired team member at a desk beside a burnout battery

The measure

One number for the whole business.

Customer feedback (NPS+) and Team Member feedback (eNPS+) come together in one measure, the AFFINITY INDEX. Most feedback software is built for analysts. This was built to be read by general managers, franchise owners and front desk teams.

A laptop showing the AFFINITY INDEX dashboard with an overall score of 8.9

A laptop showing NPS plus eNPS equals AFFINITY INDEX, with ten faces from detractor to promoter

The score

A score you can read in a second.

Customers and Team Members each answer on a scale of one to ten. The answers sort into detractors, passives and promoters, and NPS+ and eNPS+ together make the AFFINITY INDEX.

Ten faces, from worried to delighted, do the explaining, so nobody needs a glossary to understand where the business stands.

The business case

Every promoter has a value.

Promoters spend more, cost less to serve and bring their friends. Detractors do the opposite. These graphics show how that adds up to customer lifetime value, and how a referral funnel turns the highest scores into new members.

Customer lifetime value compared for promoters and detractors, showing economic benefits and economic penalties

The Net Promoter referral sales funnel, from scores of nine and ten to landing page, push report or shared leads, and on to the membership sales team

The product

Built to be read at a glance.

Six views from the platform in the AFFINITY OS identity: at-risk alerts, scores over time, customer comments, and site rankings in three forms.

A laptop showing the AFFINITY OS At Risk screen, with a matching alert on a phone — At-risk alerts

A laptop showing customer scores over time and a score breakdown — Scores over time

A laptop showing a feed of customer comments with their scores — Customer comments

A laptop showing a bar chart comparing likelihood to recommend across three sites — Site ranker

A laptop showing a site ranking table with weekly trend lines — Weekly trends

A laptop showing a ranking table of sites by score — Ranking table

AOS Academy

Training that teaches the human touch.

The AFFINITY in Customer Service Training and Certification takes a team from welcome to Master CSR, with modules on emotional intelligence, communication, conflict resolution and self-care.

A Self-Care Toolkit for mindful leaders, and one for customer service professionals, sits alongside it.

A laptop showing the AFFINITY OS Self-Care Toolkit page

A laptop showing the AFFINITY in Customer Service course curriculum, with a Master CSR Certified badge

How it works

AI reads. People decide.

Powered by Medallia, AFFINITY OS used AI for one job: reading large volumes of survey comments for themes and sentiment. Everything after that is human. A manager sees who is at risk, makes the call and replies in their own words. The platform even advises against automated replies.