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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794 episodes
Updated Today

Episodes794

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Dec 14, 2022 · 32 min
#315: Loyalty Insights from Air France - KLM's Flying Blue Program
Ben Lipsey is the Senior Vice President of Customer Loyalty for Flying Blue, from the Air France - KLM group, one of the world's best-known and best loved frequent flyer programs. Ben is a self-confessed loyalty geek his whole life, having initially joined the industry as an intern with Air Canada! Now based in Europe, Ben shares some of the challenges and solutions developed for Flying Blue members, such as ways to address the concerns around sustainability that have become such a dominant part of the conversation for passengers in Europe. Ben also shares some of the customer psychology and economic differences that are important to understand in order to run a successful airline loyalty program in Europe, compared with North America. We also touch on some of the opportunities that Web 3.0 offers. Enjoy this fascinating insight into the Flying Blue program. Show Notes: 1) Ben Lipsey, Senior Vice President of Customer Loyalty for Flying Blue 2) Air France - KLM Group 3) FlyingBlue
Dec 13, 2022 · 36 min
#314: Loyalty in Luxury Hospitality with Iconic Dubai Brand - Jumeirah Group
Today's episode is focused on the luxury hospitality sector, featuring one of Dubai’s most iconic brands. The Jumeirah Group is a global luxury hotel company, which operates a world-class portfolio of 25 properties across the Middle East, Europe and Asia. The group’s hotels together operate over 85 restaurants, including three Michelin-starred restaurants, so we were thrilled with the opportunity to meet with Vicky Elliot, Senior Director of Insights, CRM, and Loyalty for the Jumeirah Group, who shared with us her focus on driving exceptional customer experiences using complex sources of data. Listen to hear the history, evolution, and some of the future plans that Vicky is focusing on to ensure that the “Jumeirah One” programme continues to create magical experiences for the valuable guests of this ambitious Dubai-based brand. Show Notes: 1) Vicky Elliot, Senior Director of Insights, CRM, and Loyalty for the Jumeirah Group 2) Jumeirah Group 3) Jumeirah One
Dec 12, 2022 · 7 min
#313: Emirates Airline - Driving Skywards Success (Short Summary Show)
Today we review learnings from Skywards and how Emirates' loyalty team increased its focus on personalisation, partnerships, and new propositions to create even more compelling experiences for customers throughout the COVID pandemic. In this episode, I summarise what Dr Nejib Ben Khedher shared in his October 2021 interview with us, and how Skywards focuses on key loyalty drivers, going back to basics to support the airline as it recovered from the effects of the pandemic. We also discuss Skywards+, the latest addition to the Skywards proposition, as well as the gamification approach that was proving increasingly popular, allowing members to compete to claim tickets for unique Skywards Experiences through Emirates-sponsored events Show Notes: 1) Nejib Ben-Khedher 2) Emirates Skywards 3) Skywards Plus 4) LTL Episode 155: Emirates Skywards - Driving Success Through Personalisation, Partners & New Propositions
Dec 7, 2022 · 49 min
#312: "KFC Rewards Arcade" - A Fun-Based Loyalty Strategy for Diners in the UK & Ireland
Today we discuss the launch of a brand-new high-profile loyalty program in the UK and Ireland, in the quick-service restaurant sector. Kentucky Fried Chicken operates over 20,000 restaurants in 135 countries, so given their global brand, we were super excited to meet Ruby Huang, the CRM & Loyalty Lead at KFC UK & Ireland, to share their new program and its incredible early results. As this new programme uses gamification as its core mechanic, it is called the "Rewards Arcade" - a name which plays on the history of arcade games in the UK and allows KFC a way to celebrate the fun factor and their vision for engaging with their diners with a fabulous range of games over time. Show Notes: 1) Kentucky Fried Chicken 2) Rewards Arcade 3) Ruby Huang - CRM & Loyalty Lead at KFC UK & Ireland 4) KFC gamifies loyalty with Rewards Arcade scheme 5) Digital Driving Growth in KFC China - By Paula Thomas 6) Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition: Book
Dec 6, 2022 · 43 min
#311: Loyalty Leadership In a Crisis
Cécile Henry is the IBL Group Loyalty Manager. She manages their home country loyalty programme in Mauritius called Wiiv rewards. Wiiv Rewards is a multi-award winning loyalty programme, despite only being 3 years old, having launched in 2019. However, today’s show is not about the programme per se nor its awards, but it is about how Cécile and her team turned around an immediate crisis of technology provider insolvency, with less than 24 hours' notice. It is a remarkable insight into loyalty leadership, putting customers first, the power of communicating and customer service, and the courage to tackle such a crisis head-on. Show Notes: 1) Wiiv Rewards 2) IBL Group 3) Cécile Henry, IBL Group Loyalty Manager
Dec 5, 2022 · 7 min
#310: Lessons from New Zealand's Phil Devlin - Loyalty Expert (Short Summary Show)
New Zealand is a small country punching WAY above its weight in the loyalty industry, with over 95% of Kiwi consumers enrolled in at least one programme, so it was incredibly exciting to meet one of the country's leading loyalty experts in 2021 - Phil Devlin. In this short summary show, I review his fascinating career which includes Air New Zealand, Qantas, and Countdown Supermarkets as well as some of the key lessons I learnt from our conversation. Across his entire loyalty career, Phil has created clear and compelling loyalty concepts both independently and with partners, with a focus on simplicity, transparency, and integrity, so listen to learn his latest ideas on what was important to consumers in 2021 and remains true today. Show Notes: 1) Phil Devlin 2) Countdown New Zealand 3) LTL Episode 153: New Zealand Loyalty Expert Shares Exciting Airline & Grocery Loyalty Insights
Nov 30, 2022 · 53 min
#309: The Future of Crypto Rewards - Research from the Loyalty Academy and Bakkt
Have you ever wondered about Crypto Rewards for your loyalty program? Would they inspire your members even more than your current rewards catalogue? Today, we are delighted to welcome back Mike Capizzi, the Dean of The Loyalty Academy, to share the latest Delphi Report on this topic, created in partnership with Bakkt, and it's entitled “The Future of Crypto Rewards”. This report seeks to capture the insights and expertise of a global panel of loyalty industry experts on this key topic. Listen to hear this loyalty panel's conclusions around the future potential for crypto rewards, the use cases it best suits, the industries, and demographics it is most relevant for, as well as some fascinating geographic differences in the interest and adoption of this emerging asset class. Listen to learn insights from this global study with insights from 54 loyalty industry professionals on the future of crypto rewards. Show Notes: 1) Michael Capizzi: Director of Education for The Loyalty Academy 2) The Loyalty Academy 3) 2022 Delphi Report™: The Future of Crypto Rewards 4) Bakkt 5) LTL Episode #281: Sweatcoin Rewards Walking - Driving Health and Wealth Through Loyalty 6) Share your feedback with us!
Nov 29, 2022 · 44 min
#308: Rewards - Monetary or Non-Monetary? Insights from the Loyalty Science Lab
There are fundamental differences between monetary and non-monetary rewards that loyalty industry professionals really need to understand. And that's exactly what this episode of Let's Talk Loyalty explains. Professor Yuping Liu-Thompkins joins us today to explain the key differences between these two types of rewards, and when you might use one form of reward versus the other in your loyalty program. Yuping is the Founder and Director of the Loyalty Science Lab, and she is extremely passionate about identifying and researching key topics around customer loyalty to help support and guide our industry in creating compelling and effective programs. I really hope you enjoy today’s conversation with Dr Yuping Liu-Thompkins, discussing the key differences between monetary and non-monetary rewards. Show Notes: 1) Professor Yuping Liu-Thompkins 2) Loyalty Science Lab - LinkedIn page 3) Loyalty Science Lab Medium website 4) LTL Episode #122: Loyalty Science Lab Insight
Nov 23, 2022 · 49 min
#306: Canada's Changing Loyalty Market & Canadian Automobile Association Insights
Steven Allmen is passionate about cultivating loyalty and has been a key pillar of the Canadian loyalty community for over 20 years. With a career that includes advising some of the leading loyalty players in Canada such as Aeroplan and Air Miles, Steve is now working with the Canadian Automobile Association. In today's interview, he shares how the CAA is creating member engagement, such as their latest partnership strategy which is driving exponential growth, as well as how their overall proposition is evolving to continually delight customers. Listen and enjoy learning about loyalty in Canada from my conversation with Steve Allmen, EVP, Strategy and Partnerships with the Canadian Automobile Association. Show Notes: 1) Steven Allmen 2) Canadian Automobile Association 3) CAA Rewards
Nov 22, 2022 · 41 min
#305: Changing Customer Loyalty - Insights Post Pandemic from Kobie Marketing
This episode features some fascinating research that was conducted with US consumers in early 2022, to understand how consumers motivators have changed as we slowly emerge from the global pandemic. Listen to learn why we buy, why we advocate for brands, and of course why we stay – with a particular focus on some critical differences between the expectations of emotionally-connected customers, compared with NON emotionally connected customers. Joining me to share these learnings is Martha Cohen, Vice President of Client Services at Kobie Marketing. Show Notes: 1) Kobie Marketing 2) Martha Cohen 3) Kobie Marketing Previews 2022 Consumer Research Findings
Nov 21, 2022 · 8 min
#304: Airline Loyalty Evolution with Comarch (Short Summary Show)
Airline loyalty professionals are increasingly exploring new models - from subscription loyalty, to prepaid fares or even in perhaps an "unlimited" option for flights. This short show summarises my conversation with Piotr Kozlowski, who advises some of the world's largest airline and airport loyalty programmes. We share ideas that will allow loyalty marketers to inspire their customers to fly again as the world emerges from the dramatic effects of the pandemic. Listen to hear some creative concepts that loyalty marketers should consider, the reasons they may make sense, and some of the criteria for success. Show Notes: 1) Piotr Kozlowski 2) Let's Talk Loyalty Episode #149: Creative Airline Loyalty Concepts from Comarch - Prepaid, Subscription, or Unlimited Travel?
Nov 16, 2022 · 56 min
#303: Loyalty Insights from South Africa - 2022 Truth & Brandmapp Loyalty Whitepaper
Today’s episode features one of our favourite ongoing loyalty research studies – the South African Loyalty Whitepaper from Truth and Brandmap. Amanda Cromhout joins me to share the fascinating insights from this latest release, which is now the 7th edition of the whitepaper. The 2022 edition represents loyalty insights from over 33,000 South African consumers and includes a new focus on the mass market in South Africa, with additional research conducted with the lower-income demographic in the country. Listen to hear the latest high-level loyalty trends and preferences, as well as detailed specifics on just how much IMPACT consumers say that loyalty programs are having on their buying behavior. Show Notes: 1) Amanda Cromhout 2) Truth and Brand Mapp 2022 South African Loyalty Whitepaper
Nov 15, 2022 · 38 min
#302: BLAND Loyalty - Bridging the Gap between Brand and Loyalty Marketing
Today's fascinating discussion focuses on a new industry term coined by our guest – a relative newcomer to loyalty marketing, with a fresh perspective on our industry. Christopher Ross, President of the EMEA Region for the Collinson Group, has spent over 30 years of his career at boardroom tables, helping clients leverage both the art and science of creativity to build brand value. So he was truly disappointed when he noticed how many loyalty programmes seem disconnected from those conversations and ambitions. Chris believes that consumers are underwhelmed, and loyalty marketers perhaps equally overwhelmed, because of a clear lack of conversation and connection with our BRANDS when it comes to creating and managing our loyalty programmes. The result is “Bland Loyalty” rather than "brand loyalty". Loyalty programmes have become a support act instead of the strategic tool they can and should be. Listen to today's episode to learn how your business can achieve an “unfair advantage”, using the power of creativity and compelling campaigns throughout your loyalty programme, and move beyond this BLAND loyalty to instead create powerful insights and programmes that your customers and members will LOVE. This episode is sponsored by Collinson. Show Notes: 1) Christopher Ross 2) Collinson 3) BLAND Loyalty Article: The Loyalty Magazine 4) The UK Loyalty Landscape 2022: Loyalty Leaders Research
Nov 15, 2022 · 8 min
#301: Loyalty Partnerships - KLM and Air France Flying Blue Program (Short Summary Show)
*Flying Blue* is the frequent flyer programme for Air France and KLM, with over 18 million members around the world, and it's positioned as a lifestyle programme that drives real commercial value for its partners. In today's short episode of "Let's Talk Loyalty", I summarize some of the commercial benefits that partners of this program enjoy, as well as some of the latest innovative ideas that it offers its members. Listen to learn what most impressed me in this interview, based on a clear understanding that only when members benefit does any loyalty programme achieve its goals. Show Notes: 1) Gerben Sikkema - Director of Partnerships at Air France-KLM 2) Air France - KLM Website 3) Flying Blue 4) Let's Talk Loyalty Episode: #147: Flying Blue from Air France KLM Group - Loyalty & Partnerships Insights
Nov 9, 2022 · 51 min
#300: Air Asia Rewards Super App - Loyalty Insights from the World's Best Low-Cost Airline
Today's episode of Let's Talk Loyalty features an innovative loyalty program called airasia rewards. AirAsia is a low-cost carrier, headquartered in Malaysia that created a compelling loyalty program and loyalty proposition for its guests and members, and then decided to expand it to multiple countries and across all aspects of everyday spend. Listen to learn about this comprehensive award-winning lifestyle loyalty program with Wai Fong Ong, Chief Loyalty Officer for the airasia Super App! Show Notes: 1.) Wai Fong Ong 2.) Air Asia Rewards Super App 3) Feedback Link
Nov 8, 2022 · 44 min
#299: At The End of Every Data Point is a Human
Dr. Shorful Islam is an experienced leader in data analytics and shares with the listeners of Let’s Talk Loyalty how at the end of every data point is a human. We are dealing with humans in data science so we need humans behind the strategy, not just pure automation. His background in psychology is artistically applied to his work and Shorful shares how insight can stretch even the most profitable customer’s spend and how to activate the inactive customers in your database. Whether you are a data nerd or a creative marketer, Shorful shares learnings which are valuable for everyone in the world of loyalty. Show Notes: 1.) Dr. Shorful Islam 2.) Be Data Solutions 3.) Dr. Shorful - YouTube Channel 4.) Shorful Islam - Twitter
Nov 7, 2022 · 9 min
#298: South African Loyalty Insights 2021 - Short Summary Show
Today our friends in Truth in South Africa launch their 2022 loyalty white paper, so it's appropriate that we in "Let's Talk Loyalty" are looking back to what we learned last year in 2021! Listen to hear our insights from Amanda Cromhout, who shared some fascinating insights on some seismic changes in consumer behaviour that emerged as a result of the global pandemic. In this summary of the 2021 Truth/Brandmapp research, Paula shares some of the incredible growth in the South African loyalty market, which will inspire loyalty professionals around the world. Enjoy this short explanation of how the loyalty industry evolved in South Africa in 2021, and make sure to look out for the 2022 white paper as it now launches also. Show Notes: 1) Amanda Cromhout 2) Truth South Africa 3) Let's Talk Loyalty Episode: 145 South African Consumer Loyalty Insights 2021
Nov 2, 2022 · 42 min
#297: The Epsilon Loyalty Index - Consumer Loyalty Insights for Australian Brands
The “Epsilon Loyalty Index” is a superb new loyalty study from our friends in Epsilon, showcasing a holistic new way to measure the relative loyalty of consumers for leading brands in Australia. Eugene Yap, Head of Consulting, Strategy, and Analytics at Epsilon shares the fascinating findings of the first edition of this proprietary work. We discuss their key findings in each of the four categories Epsilon has researched – beauty, apparel, grocery retail, and the banking sector and discuss the key drivers of loyalty and what matters to customers in each of these verticals. Listen to hear Epsilon's perspective and the exciting insights from this Australian consumer research which will serve as a benchmark for Australian loyalty marketers in the years to come. Show Notes: 1) Eugene Yap 2) Epsilon Loyalty Index
Nov 1, 2022 · 1 hr
#296: The Role of Community, Social Consciousness and Neurodiversity in Loyalty.
Today's consumers are conscious and connected, and their expectations of brands continues to grow. As loyalty marketers, we face the complex challenge of creating emotional loyalty with these highly informed members, and also increasing expectations on finding ways to build powerful environment, sustainability, and governance propositions for our brands, without being accused of greenwashing. My guest today to help tackle some of these industry challenges is Dr Chris Arnold, former Creative Director and Board member for Saatchi & Saatchi, with strategic expertise working with many of the UK’s top 100 brands. Dr Chris highlights the role of community in creating loyalty, as well as the incredibly important opportunities available to brands if they consider truly diverse perspectives. He shares some astounding insights on the critical role played by people with dyslexia in both entrepreneurial and scientific organisations, and how channelling neuro-diversity is one of the greatest unexplored opportunities for us as marketers and brands in 2022. Show Notes: 1) Dr Chris Arnold 2) UN Sustainable Development Goals 3) YouGov Website 4) Dyversity Lab 5) Connect 2 Website 6) IKEA
Oct 31, 2022 · 7 min
#295: Secrets of Success for Subscription Loyalty (Short Summary Show)
As editor of the UK's most popular frequent flyer website Head for Points, Rob Burgess brings a unique and highly informed perspective on what loyalty propositions are working for the travel industry. With paid loyalty programmes becoming an increasingly popular strategy, Rob shared his insights on the key success factors for a paid loyalty programme, and it was a masterclass on how to "wow" your members with a proposition they are willing to pay for. Listen to enjoy my short summary of Rob's views on what makes *paid* loyalty propositions work. Show Notes: 1) Rob Burgess 2) Head for Points 3) Interview with Rob Burgess - Let's Talk Loyalty Episode 143