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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31 episodes
weekly
Avg 45 min
English

Episodes 31

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S1 · E785
July 2 · 49 min
Beyond the Points: What Loyalty Really Means | The Nudge Lab (#785)
This episode is sponsored by Epsilon. Loyalty Buyer's Guide from Epsilon - a free practical guide to help you evaluate loyalty platform options. Download it here now. ------------------------------------------------------------------------------- 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
S1 · E784
June 30 · 34 min
Best of the Back Catalogue | Creating Emotional Connections That Last (#784)
This episode is sponsored by Epsilon. Loyalty Buyer's Guide from Epsilon - a free practical guide to help you evaluate loyalty platform options. Download it here now. ------------------------------------------------------------------------------- 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
S1 · E783
June 25 · 43 min
Epsilon: Driving Commercial Change Through Gamification (#783)
This episode is sponsored by Epsilon. Loyalty Buyer's Guide from Epsilon - a free practical guide to help you evaluate loyalty platform options. Download it here now. ------------------------------------------------------------------------------- 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
S1 · E782
June 23 · 1 hr 7 min
Best of the Back Catalogue | Gamification and Loyalty Innovation at Dell (#782)
This episode is sponsored by Epsilon. Loyalty Buyer's Guide from Epsilon - a free practical guide to help you evaluate loyalty platform options. Download it here now. ------------------------------------------------------------------------------- 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
S1 · E781
June 18 · 54 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
S1 · E780
June 16 · 43 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
S1 · E779
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.
S1 · E778
June 9 · 40 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
S1 · E777
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)
S1 · E776
June 2 · 39 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
S1 · E775
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)

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