Let's Talk Loyalty

Paula Thomas

“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

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20 episodes
Updated Thursday

Episodes20

Newest first

Thursday · 46 min
7-Eleven: Loyalty, AI & Redefining Convenience for the Next 100 Years (#793)
This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode, Nyeleti reconnects with Raghu Mahadevan, Executive Vice President, Chief Digital Officer and Chief Information Officer at 7-Eleven, five years after his first appearance on the show, to explore how one of the world's most iconic retailers is evolving its loyalty, digital, and AI strategy. The conversation explores the growth of 7Rewards, the integration of Speedy Rewards, and how personalization is expanding across fuel, in-store, and digital experiences to create more connected customer journeys. A key theme is that innovation is rarely a straight line. From mobile checkout and conversational AI to customer engagement and loyalty, Nyeleti and Raghu discuss why successful innovation depends on continuous testing, learning, and knowing when to pivot as customer expectations evolve. Looking ahead to 7-Eleven's centenary, they explore what the future of convenience looks like—and how loyalty, technology, and customer insight will shape the next 100 years. This episode offers a practical perspective on building loyalty at scale while continuously redefining convenience. Hosted by Nyeleti Sue-Angel Nkuna. Show Notes: 1) Raghu Mahadevan 2) 7-Eleven 3) 7Rewards 4) Proximity - Book recommendation 5)#161: 7-Eleven Shares Secrets to Success & Driving Loyalty with 7REWARDS.
Tuesday · 45 min
Best of the Back Catalogue: How BP Built Global Loyalty Beyond Points (#792)
In this Best of the Back Catalogue episode of Let's Talk Loyalty, we revisit a conversation with BP, one of the world's largest fuel retailers. Olivier Martinet, who led BP's loyalty initiatives for more than 26+years, shares how the company tailors its digital platforms and loyalty strategies to different market needs while maintaining global standards. From moving beyond points to delivering mass-personalised experiences, this episode explores how BP drives meaningful customer loyalty at a global scale. Show Notes: 1)Olivier Martinet - Former VP Global Retail Marketing, Insights & Loyalty 2) BP 3) #60: BP Discusses Driving Loyalty in Fuel & Convenience Globally
July 23 · 41 min
The Loyalty Roast: Challenging Loyalty Myths (#791)
What happens when two loyalty experts stop agreeing and start challenging everything? Adam Posner and Carly Neubauer bring their bold, unscripted Loyalty Roast format to Let's Talk Loyalty & Loyalty TV , tackling the biggest debates shaping the industry today. From whether friction can actually strengthen experiences, to the truth behind emotional loyalty and the risks of disguising benefit cuts as improvements, this episode delivers honest opinions, fresh perspectives, and a provocative look at the future of loyalty in the age of AI. Hosted by Charlie Hills Show Notes: 1) Adam Posner 2) Carly Neubauer 3) Unreasonable Hospitality - Book recommendation 4) Behave - Book recommendation
July 21 · 43 min
Best of the Back Catalogue: How Wiiv Rewards United Mauritius Through Loyalty (#790)
In this Best of the Back Catalogue episode of Let's Talk Loyalty, we revisit the story of Wiiv Rewards, Mauritius' pioneering coalition loyalty programme launched by IBL Group. Designed to unite leading brands across grocery, pharmacy, transport and leisure, Wiiv built a community-first loyalty ecosystem that quickly gained international recognition. In 2018, the programme won the Regional Loyalty Champion Award for the Middle East & Africa and was Highly Commended for Best New Loyalty Programme Launch at the Loyalty Magazine Awards. A timeless conversation exploring coalition loyalty, community engagement and the strategies behind one of Africa's most celebrated loyalty programme launches. Show Notes: 1)Wiiv Rewards, Mauritius 2)Delphine Lagesse 3) Cécile Henry 4)#57: Award-winning loyalty programme in Mauritius - Wiiv Rewards
July 16 · 51 min
Beyond the Account Balance with PNC TotalRewards (#789)
Wise Marketer Group's CMO, Aaron Dauphinee, connects with PNC Bank's Head of Loyalty Strategy and Platforms, Victoria Dravneek, to talk about how PNC Bank is building genuine customer loyalty in a category where trust is the product - and what the launch of PNC TotalRewards tell us about the future of relationship banking. In April 2026, PNC Bank officially launched PNC TotalRewards — a new relationship-based loyalty program that gives clients a clear, structured way to see the value of their banking relationship and earn greater benefits as that relationship grows. With Silver, Gold, and Platinum tiers tied to relationship depth — and benefits spanning enhanced credit card rewards, elevated savings rates, cash rewards on lending, and priority servicing — PNC TotalRewards represents one of the most substantive loyalty moves a major U.S. bank has made in years. Show Notes: 1) Victoria Dravneek 2) PNC Bank 3) PNC TotalRewards 4) Ultimate Question by Fred Reichheld
July 14 · 31 min
Best of the Back Catalogue | The Story of Vodafone's VeryMe Rewards #788
In this Best of the Back Catalogue episode, we revisit our conversation with Camilo Courtenay, Former Loyalty Product Manager for Vodafone UK's award-winning VeryMe Rewards programme. Launched in 2018, VeryMe Rewards has become a standout example of customer loyalty in the highly competitive telecommunications sector, delivering personalised experiences and driving nearly 30 million reward redemptions in just two years. Camilo shares how Vodafone uses partnerships, personalisation and customer feedback to create meaningful rewards that go beyond transactions. He also explores the brand's innovative gifting strategy, designed to build emotional loyalty by delighting customers and even extending value to their family and friends. This episode is packed with practical insights for loyalty professionals looking to strengthen retention, create emotional connections and design loyalty programmes that stand out in crowded markets. Show Notes: 1) Camilo Courtenay 2) Vodafone UK 3) VeryMe Rewards 4) #55: Vodafone UK's Loyalty Programme - Very Me Rewards with Camilo Courtenay
July 9 · 49 min
ITA Group Research Reveals Powerful Loyalty Drivers (#787)
Today’s edition of Let’s Talk Loyalty and Loyalty TV discusses ITA Group’s latest loyalty research “Quantifying Customer Loyalty’s Hidden Drivers”, featuring educational and actionable insights around the power and importance of emotional connection. Our guest is Chris Jones, Senior Vice-President for ITA Group. Based in the USA and 100% employee owned, ITA Group is a global engagement and loyalty consulting company that helps clients improve business performance through experiences, incentives, loyalty programs, research, and technology. Chris unpacks this research showing that emotionally connected customers visit 8x more often and spend about a third more than other customers, using real examples from leading brands like Casey's, North Face, and Chewy. The research also shows why frontline employees can make or break a program, and where AI genuinely adds value in personalization at scale. Hosted by Bridget Blaise-Shamai This episode is sponsored by ITA Group,Inc. Show Notes: 1)Chris Jones 2) ITA Group Research: Quantifying customer loyalty’s hidden drivers 3) ITA Group Research: Transforming Customer Loyalty Programs 4) For more information about ITA Group’s Customer Loyalty Solutions: https://www.itagroup.com/what-we-do/customer-loyalty 5)Book recommendation: How Great Ideas Happen: The Hidden Steps Behind Breakthrough Success:
July 7 · 39 min
Best of the Back Catalogue | How Shell Built Global Loyalty Success (#786)
This week, we're revisiting a standout episode from the Let's Talk Loyalty's back catalogue, first released in 2020. Pavel Los, Former Global Loyalty Manager at Shell, shares how one of the world's largest brands built award-winning loyalty programmes across multiple markets—covering customer value, partnerships, meaningful measurement and sustainability. Six years on, these insights remain just as relevant for anyone designing loyalty strategies today. Show Notes: 1) Pavel Los 2) Shell Go+ 3) Shell Clubsmart 4) #53: Driving Loyalty in Shell worldwide - Pavel Los shares insights on his award-winning loyalty programmes
July 2 · 49 min
Beyond the Points: What Loyalty Really Means | The Nudge Lab (#785)
Dr Kaveer Maharaj, CEO of The Nudge Lab, who holds a PhD in Loyalty and Behavioural Science joins Let's Talk Loyalty and Loyalty TV to challenge how the industry defines and measures loyalty. Together we explore whether "loyalty programmes" is even the right term, the three types of loyalty (including the one often overlooked), and why brands struggle to measure true customer value beyond transactions and points. The discussion also highlights key industry challenges, from capability gaps to quantifying emotional and behavioural loyalty in a commercially meaningful way. A thought-provoking conversation on whether the industry is truly measuring what matters. Hosted by Lisa Brightwell. Show Notes: 1) Dr Kaveer Maharaj 2)The Nudge Lab 3)The Psychology of Money by Morgan Housel
June 30 · 33 min
Best of the Back Catalogue | Creating Emotional Connections That Last (#784)
This week, we revisit our conversation with Kim Hardaker Former Vice President of Loyalty & Partnership from Etihad Guest, now VP of Loyalty & Sustainability at Riyadh Air. Kim shares how Etihad Guest — with 7M+ members worldwide — evolved through unprecedented disruption, including the launch of its standout "World of Thoughtfulness" campaign. Show Notes: 1)Kim Hardaker 2)Etihad Guest 3) #48: Etihad Guest - Loyalty Insights from Etihad Airways
June 25 · 41 min
Epsilon: Driving Commercial Change Through Gamification (#783)
This episode of Let’s Talk Loyalty and Loyalty TV is a Perfect Master Class in Gamification. We had the pleasure of talking to Mrinalini Chowdhary, Director of Strategy and Insights at EMEA Epsilon. Epsilon has been helping clients deliver loyalty objectives globally for more than 50 years. Epsilon Loyalty combines deep loyalty expertise with enterprise-grade technology to create growth-based programs that fundamentally change habits and deliver measurable long-term value to its clients. However, today's podcast is not about technology. It is not about points, tiers, business rules. It is about gamification, changing customer behavior through truly understanding consumer psychology. Hosted by Amanda Cromhout This episode is sponsored by Epsilon. Epsilon has been helping clients deliver on their loyalty objectives globally for more than 50 years. Today, Epsilon Loyalty combines deep loyalty expertise with enterprise-grade technology to create growth-based programmes that fundamentally change habits and deliver measurable long-term value. Show Notes: 1)Mrinalini Chowdhary 2)Epsilon 3)Atomic Habits - James Clear
June 23 · 1 hr 5 min
Best of the Back Catalogue | Gamification and Loyalty Innovation at Dell (#782)
We revisit insights from Dell’s Mitch Kennedy on how one of the world’s most iconic technology companies is “powering the next technological revolution” through loyalty and engagement innovation. With a strong focus on clear and measurable business outcomes, Mitch shares perspectives on the effectiveness of transactional rewards, the growing role of gamification, and the importance of understanding human psychology in shaping customer behaviour. The conversation also highlights the evolution and global impact of Dell’s Advantage Rewards programme and broader loyalty initiatives. Show Notes: 1) Mitch Kennedy 2) Dell Advantage Programme 3) Book: Drive: The Surprising Truth about What Motivates Us by Daniel Pink 4) Book: Actionable Gamification by Yu-Kai Chou 5) #46: Dell's Global Loyalty Lead - Exploring Gamification
June 18 · 51 min
Zeta Global: Turning Loyalty Data into a Growth Engine (#781)
Zeta Global explores how organisations can unlock the full value of loyalty data and turn it into a powerful driver of customer growth, in conversation with Georgia Gkolfinopoulou and Chad S.White. Despite widespread recognition of loyalty programs as key engagement engines, many brands still struggle to translate data into action. Drawing on insights from a Forrester Consulting study, the discussion highlights persistent challenges including fragmented MarTech stacks, siloed systems, and limited data integration. While most organisations collect first- and zero-party data, many lack the infrastructure and alignment needed to activate it effectively across channels. Georgia and Chad, outline a clear path forward—centralised customer data, advanced analytics, and true omnichannel orchestration—alongside the growing role of AI, data augmentation, and intent signals. Together, these capabilities are reshaping loyalty from a transactional tool into a long-term customer relationship and growth engine. Hosted by Bridget Blaise-Shamai This episode is sponsored by Zeta Global Show Notes: 1)Zeta Global 2)Georgia Gkolfinopoulou 3)Chad S.White 4)Forrester Consulting study 5) Start with Why - Simon Sinek - Book Recommendation by Georgia 6) The Checklist Manifesto - Book Recommendation by Chad 7) Email Marketing Rules book by Chad S. White
June 16 · 42 min
Best of the Back Catalogue | How Sky VIP Redefined Customer Loyalty (#780)
When Sky recognised that loyal customers didn't always feel rewarded for their commitment, it transformed its approach to customer loyalty. In this classic Let's Talk Loyalty episode, Rob Chandler , Former Head of Customer Loyalty shares the story behind Sky VIP – the industry's first tenure-based programme built on the promise that "the longer you stay, the better it gets." From exclusive experiences to innovative ways of saying thank you, this episode offers timeless insights into creating loyalty that lasts. Show Notes:- 1) Rob Chandler 2) Sky VIP 3) #39: Sky VIP UK with Head of Customer Loyalty, Rob Chandler
June 11 · 49 min
Inside Hyatt's Loyalty Strategy: Why Care Creates Customer Advocacy(#779)
Laurie Blair, SVP of Global Marketing & Loyalty at Hyatt, joins us today to unpack how Hyatt is redefining loyalty through its purpose of care. From “Empathy + Action = Care” to AI-driven personalization, strategic partnerships, and transparent reward design, Lloyd reveals how World of Hyatt continues to outpace expectations in hospitality loyalty. This episode explores how emotional connection, not just points, is shaping the future of loyalty. Hosted by Bridget Blaise – Shamai Show Notes: 1) Laurie Blair 2) Hyatt 3) Unreasonable Hospitality.
June 9 · 39 min
Best of the Back Catalogue | ebookers Bonus+ Rewards Programme (#778)
As loyalty programmes continue to evolve, some of the most valuable lessons come from brands that focused on simplicity and customer value from the start. In this episode of Let's Talk Loyalty, we revisit the story of the ebookers Bonus+ Rewards Programme, launched by online travel agency ebookers in 2016. Designed to be straightforward, generous, and mobile-first, Bonus+ demonstrated how travel brands could use loyalty to create meaningful differentiation in a highly competitive market. Listen back as the team shares how they built the programme, the key performance indicators that mattered most, and how they adapted their thinking around member needs and expectations during the unprecedented challenges of the COVID-19 pandemic. Since this conversation was first recorded, ebookers' parent company, Expedia Group, has continued to consolidate its loyalty strategy across its portfolio of travel brands. Looking back, this episode provides a fascinating snapshot of a period when individual travel brands were developing distinctive loyalty propositions of their own, offering lessons that remain highly relevant for loyalty professionals today. Whether you're interested in travel loyalty, digital engagement, or the enduring power of keeping loyalty simple, this episode is well worth revisiting. Show Notes: 1) Nicki Helfet 2) ebookers Bonus+ Rewards Programme 3) Expedia Group 4) #38: ebookers Bonus+ Rewards Programme
June 4 · 55 min
Rory Sutherland & Dan Bennett on Behavioural Science, Loyalty & How People Really Decide (#777)
In this episode we are delighted to interview Rory Sutherland and Dan Bennett, respectively the President Emeritus and the Senior Partner, Lead of Behavioural Science, for Ogilvy Consulting. Rory has a fascination with the vagaries of human decision making – he sees the world of advertising, marketing and loyalty as a sort of Galapagos Island for behavioural science. An accidental TikTok star as well as a celebrated speaker and writer, Rory has found his blend of wit and behavioural insight resonates with audiences far beyond the boardroom. It’s this same passion that inspired him to found Ogilvy’s Behavioural Science Practice and to write his Book Alchemy: the Surprising Power of Ideas that don’t quite make sense. His 12-week CPD accredited MAD//Masters course helps marketers make sense of accelerated disruption and use a tried and tested mix of creativity, innovation and behavioural science to their competitive advantage. Dan is the global lead of behavioural science at Ogilvy Consulting, pioneering the creative application of behavioural science to solve complex challenges. He has managed over 1000 behaviour change projects with a portfolio spanning 100+ major brands. He also curates Nudgestock, the world’s largest behavioural science festival. In this episode, Rory and Dan share their insights on loyalty, behavioural science and cover hot topics from their favourite programmes, to generosity to subscriptions to partnerships and more. We’ll also be learning about their favourite books and highlights and key learnings from the many sectors and programmes they have worked on. Hosted by Charlie Hills Show Notes:- 1) Rory Sutherland 2) Dan Bennett 3) Ogilvy Consulting 4) Nudge Stock 5) MAD//Masters 6) Obvious Adams (Book Recommendation) 7) Creativity (Book Recommendation) 8) Alchemy (Book Recommendation) 9) Positioning: The Battle of Your Mind ( Book Recommendation) 10) Reimagining Cinema Loyalty: Polly Jones on Digital, Data & the Future of ODEON (#739)
June 2 · 37 min
Best of the Back Catalogue | Rakuten Rewards — Affiliate Marketing, Cashback & Global Partnerships (#776)
In this Best of Our Back Catalogue episode, we speak with Kristen Gall about how Rakuten Rewards became one of the world’s largest cashback programs. We explore affiliate marketing, major brand partnerships, global sports sponsorships, and emerging retail trends shaping consumer spending today. Show Notes: 1) Kristen Gall 2) Rakuten 3) Rakuten US 4) Rakuten Group 5) Rakuten Optimism Conference 6) Marketplace 3.0 – by Hiroshi Mikitani (Author) 7) #36: Rakuten Rewards
May 28 · 32 min
Inside BofA Rewards: Bank of America’s New Vision for Customer Loyalty (#775)
Today's episode is with Shikha Narula - Managing Director, Head of Consumer Deposit Products, Transformation and Rewards – Bank of America. Bank of America recently announced BofA Rewards, a no fee program designed to reward clients throughout their financial journey. The program went live on May 27, 2026, and represents an evolution of Preferred Rewards that embodies a comprehensive approach to customer loyalty. Shikha and we dig in to why this approach is well suited to build strong and lasting relationships with banking customers and how it is strategically positioned into BofA’s overall growth strategy. Shikha and her team are responsible for developing and delivering client-centric strategies and innovative solutions to meet Bank of America’s clients’ current and emerging financial needs. Prior to joining Bank of America in March 2022, Shikha was the head of US Consumer Lending Products at American Express and previously worked with Citigroup for 16 years. Hosted by Bill Hanifin - Wiser Loyalty podcast, a series produced in partnership between Let’s Talk Loyalty and The Wise Marketer™. *Please note the episode was recorded on March 31 2026 prior to the new BofA Rewards launch* Show Notes :- 1) Shikha Narula 2) Bank of America. 3) BofA Rewards 5) Smart Brevity (Book Recommendation) 6) The Wall Street Journal (Article Recommendation)
May 26 · 35 min
Best of the Back Catalogue | AAdvantage: Loyalty Lessons That Still Matter Today (#774)
This week, we’re revisiting one of our most insightful conversations with Bridget Blaise-Shamai, former President of the AAdvantage Program at American Airlines — and now one of our wonderful Let’s Talk Loyalty hosts. In this episode, Bridget shares timeless lessons on customer engagement, personalization, loyalty ecosystems, and why relevance is at the heart of every successful loyalty strategy. From building emotional connection with customers to creating value beyond travel, this conversation remains incredibly relevant for loyalty marketers today. A must-listen episode for anyone thinking about the future of loyalty, trust, and customer relationships. Show Notes: 1) Bridget Blaise-Shamai 2) AAdvantage Program 3) American Airlines 4)#32: AAdvantage - Caring for Loyal Customers through Challenging Times.