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
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Episodes794

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Mar 8, 2022 · 39 min
#194: Air Canada’s Award-Winning Aeroplan Program
Air Canada has reimagined their points promise, offering flexible and unique rewards unlike any other airline. In this episode, we talk with Derek Whitworth, Managing Director of Marketing & Loyalty Optimization at Air Canada, about the incredible relaunch of the Aeroplan rewards programme. Aeroplan won the prestigious "Golden Loyalty Award for Excellence in Management" in 2021 and is beloved by Canadians. In this episode, we discuss the new Aeroplan proposition, with impressive new partners, unique upgrade awards and a host of new options for members. This is a can’t-miss episode for airline enthusiasts and loyalty professionals alike. Show Notes: 1) Derek Whitworth, Managing Director, Marketing & Loyalty Optimization at Air Canada 2) Air Canada's Aeroplan
Mar 7, 2022 · 7 min
#193: Asia Miles Insights from Cathay Pacific Airways (Short Summary Show)
In this short summary show, I look back on my 2020 interview with Paul Smitton, CEO of Asia Miles with Cathay Pacific Airways. Paul shared Cathay Pacific Airways innovative ways of retaining and engaging customers and some of the latest ideas and enhancements of their impressive Asia Miles program. Show Notes: 1) Episode #65: Paul Smitton talks Asia Miles, Innovative Ideas in Airline Loyalty and Preparing for Travel's Inevitable Rebound 2) Paul Smitton, Director Customer – Lifestyle at Cathay Pacific Airways 3) Cathay Pacific Airways 4) Episode #189: Cathay Pacific Airways Launches Lifestyle & Wellness Innovations
Mar 2, 2022 · 23 min
#192: Talking Loyalty with Tom Peace of The Loyalty People
Being a professional loyalty professional can be a lonely job in a big corporation, but by growing our network and community through thought leadership and idea sharing, we can all grow together. In this episode, we are getting to know our newest show partner, The Loyalty People's Managing Director Tom Peace, who will collaborate with us on regular interviews going forward. The Loyalty People is a global strategic consultancy with a laser focus on loyalty and CRM, producing brilliant award-winning programmes. As a result of our new collaboration, we'll hear from many of their successful clients in the coming year! Show Notes: 1) Tom Peace, Managing Director, The Loyalty People 2) The Loyalty People website
Mar 1, 2022 · 6 min
#191: Let's Talk Loyalty Bonus Episode - Show Update
Let's Talk Loyalty is growing in 2022 and I wanted to share a quick update with you about our newest partner which includes more fascinating interviews with loyalty experts around the world. Thank you for supporting our show and hope you will enjoy all that we have in store for you this year! As always, please send me feedback and guest and topic ideas to paula@letstalkloyalty.com and don't forget to subscribe for updates when each new episode releases.
Feb 28, 2022 · 6 min
#190: Customer-Based Corporate Valuation with Professor Daniel McCarthy (Short Summary Show)
In this short summary show, I look back on an interview with Assistant Professor of Marketing at Emory University, Dan McCarthy, about key marketing topics that loyalty marketers love, such as measuring the lifetime value of customers and predicting future spend. In that interview, we also talked about his exciting new tool for investors and leadership teams - called Customer-Based Corporate Valuation. This innovative framework offers a comprehensive approach to connecting the loyal behaviour of customers with the overall valuation of the firm! A huge leap forward for our industry. Professor McCathy also shared his insights on the Pareto Principle as well as the consumer behaviour changes he saw emerging as a result of the pandemic. Show Notes: 1) Episode #64: Customer Based Corporate Valuation - Daniel McCarthy of Emory University 2) Daniel McCarthy is the assistant professor of marketing of Emory University 3) Article: How to Value a Company by Analyzing Its Customers, Harvard Business Review
Feb 23, 2022 · 45 min
#189: Cathay Pacific Airways Launches Lifestyle & Wellness Innovations
Hong Kong's Cathay Pacific Airways recently celebrated 75 years of flying, and in this episode, we hear about their latest innovations from Paul Smitton, Director of Customer - Lifestyle at Cathay Pacific Airways. Paul explains Cathay's new brand positioning, as well as its newly-launched lifestyle proposition and insurance product, which focuses on total wellness, rewarding its members with air miles for setting and achieving health and nutrition goals. Along with merging their two loyalty programmes in to one, Cathay is also exploring innovative new ways to engage with fliers and members through WhatsApp, virtual reality and social channels. Cathay is an increasingly innovative brand, with plenty of insights to inspire ideas for you too! Show Notes: 1) Cathay Pacific rewards programme 2) Paul Smitton, Director Customer - Lifestyle at Cathay Pacific Airways 3) CORRECTION: Within the episode, Paul mentions ‘HKSARG’ as ‘semi-autonomous region’, and it should have been referenced as ‘special administrative region’.
Feb 21, 2022 · 5 min
#188: VodaBucks: Loyalty Programme of South Africa’s Vodacom Group (Short Summary Show)
In this short summary episode, I am looking back on an interview with George Mendes, Chief Officer Consumer Business with Vodacom in South Africa. Launched in mid-2020, I spoke with George just a few months after the launch of VodaBucks, a programme that researched the best loyalty concepts from around the world in order to develop a winning strategy. The programme includes impressive partnerships with a portfolio of brands across the country, using gamification to engage customers in a very economically diverse country. Show Notes: 1) Episode #63: Vodacom South Africa Launches Vodabucks 2) Jorge Mendes - Chief Officer: Consumer Business, Vodacom Group Exco Member 3) Vodacom 4) VodaBucks loyalty
Feb 16, 2022 · 46 min
#187: Microsoft Rewards - Insights and Ideas
Microsoft is one of the world’s most successful companies in technology, entertainment and in recent years, a leading platform in gaming. This week's episode of "Let's Talk Loyalty" features Adam Grupp, Director of Microsoft Rewards, who leads the company’s loyalty proposition. Microsoft Rewards engages members for gaming online, through Xbox as well as its Bing search site, where users earn rewards that can be redeemed for in-game activities, passes and charitable contributions. Hear how Microsoft Rewards thinks about loyalty and Adam's insights on key future trends for loyalty professionals to consider. Show Notes: 1) Adam Grupp, Director of Microsoft Rewards, Microsoft 2) Microsoft Rewards
Feb 14, 2022 · 6 min
#186: Loyalty Programmes as Media Owners (Short Summary Show)
In this short summary episode, I am looking back on a fascinating episode I conducted with Jonathan Hopkins of Sonder Media, all about the revenue potential for loyalty programmes to leverage some of their customer relationships and permissions as media channels. From American Express to Virgin Australia, I learned about some of the incredible work that is being done to unlock the billions of dollars of media value that is often left untapped. If you are not yet aware of the inherent media value within your loyalty programme, this episode will share insights on how these assets can be used for commercial gain. Show Notes: 1) Episode #62: The Value of Loyalty Members as a Media Asset 2) Jonathan Hopkins, Founding Partner, Sonder 3) SonderMedia.com
Feb 9, 2022 · 36 min
#185: Create Emotional Loyalty With Points For Good
Points for Good is a programme partner for brand loyalty programmes that allow customers to donate reward points toward a social purpose. Started in India as Points for People and expanding globally, in this episode we learned about the drivers behind this impactful programme from Brian Almeida, Founder of Points for Good. Brands have long partnered with charities, but keeping the relationship successful long-term can be a labor-intensive task. This programme offers connections to more than 14 global charities helping children, animals, the environment and more. With more than 1,000 corporate users, Points for Good, along with brand partners and users, is making a positive difference in the world. With a flexible platform that allows brands to customize the points structure and the charities offered, Points for Good is a great choice for loyalty managers with proven experience that satisfies an emotional loyalty connection with customers. Show Notes: 1) Brian Almedia, Founder, Points for Good 2) Points for Good website
Feb 7, 2022 · 5 min
#184: Hong Kong's Groundbreaking Yuu Rewards, A Hong Kong Coalition Loyalty Program (Short Summary Show)
Yuu Rewards is the first coalition loyalty program ever launched in Hong Kong and we had the opportunity to speak with Chief Operating Officer and loyalty expert, Mark Sage, about the amazing success of the program. In this short summary episode, we look back on lessons learned when launching this massive program in a very short time in the middle of a global pandemic. Show Notes: 1) Mark Sage, Chief Operating Officer, Yuu Rewards 2) Yuu Rewards
Feb 2, 2022 · 50 min
#183: Denmark's Salling Group Customer Program's Highly Successful Launch
In this week's episode, we explore the launch of a customer reward program by Denmark's largest retailer. We are joined by Andras Szocs, Head of Customer Programs and Center of Excellence for The Salling Group. As Denmark's largest retailer, The Salling Group serves over 11 million customers per week and operates more than 1,400 retail locations including restaurants, discount and grocery stores and coffee shops. Szocs led development and execution of a new customer program in mid-2020. Hear how they arrived at taking the less traditional route with this company-wide, fully-integrated digital marketing program, while keeping the program unique to the brands. Weaving in digital payments, coupons and gamification into the individual brand apps, The Salling Group apps have more than 1.2 million users in just over one year. This episode is sponsored by Cheetah Digital. Show Notes: 1) Andras Szocs, Senior Director and Head of Customer Programs and Center of Excellence for The Salling Group 2) The Salling Group
Jan 31, 2022 · 7 min
#182: BP Fueling Customer Loyalty Around the World (Short Summary Show)
BP is one of the world’s largest oil companies, operating service stations in nearly every corner of the world. In this short summary episode, I am reflecting on an interview I had with Olivier Martinet, who led BP’s loyalty initiatives for more than a quarter century. We look back on lessons he learned when rolling out digital marketing campaigns, loyalty programs and mobile integrations in both emerging and mature markets. Show Notes: 1) Interview Episode #60: BP Discusses Driving Loyalty in Fuel & Convenience Globally 2) Olivier Martinet, former VP Global Retail Consumer Data Analytics and Use Case Governance, Insights & Loyalty, BP 3) BPme
Jan 26, 2022 · 34 min
#181: International Loyalty Awards 2022
The global loyalty landscape has dramatically shifted in the wake of the global pandemic. Customers think differently, privacy laws and policies have changed and mobile adoption has skyrocketed. Brands must continuously evaluate their programme offers to best fit with how consumers behave and the upcoming 2022 International Loyalty Awards will recognize those brands who have excelled at doing just that in 2020 and 2021. Recently rebranded from the Loyalty Magazine Awards, Annich McIntosh takes the Awards onto the international stage to better represent the global influence of brands and bring even more inspiring and innovative stories to the 2022 Awards ceremony. Beyond traditional programme categories, the Awards will also recognize individuals dubbed the "Loyalty Royalty" in the "30 Under 40" category as well as teams or individuals in the "Industry Personality or Organisation for 2022" category. Find out the key dates to enter these Awards, reasons to enter and some top tips for ambitious loyalty professionals focused on achieving international recognition for their work. Show Notes: 1) International Loyalty Awards 2) Annich McIntosh, Editor and CEO, Loyalty Magazine Group 3) International Loyalty Awards Call for Entries Booklet 2022
Jan 24, 2022 · 7 min
#180: Loyalty Partner Insights from Epsilon’s Tamara Oliverio and Julie Smith (Short Summary Show)
In this short summary episode, I looked back on an episode with two rising Epsilon executives, Tamara Oliverio and Julie Smith, to hear about how brands can assess and evolve their loyalty programmes to stay successful with consumers in this rapidly changing time. I revisited key takeaways from that episode that will help retailers and brands further engage with customers by focusing on having a strong mobile platform, offering contactless payments and simplifying the overall customer experience across all touchpoints. We also discussed ways to increase emotional loyalty with customers and therefore increase their as well as "share of heart" as well as "share of wallet". Be sure to also listen to the full episode to learn more great tips and trends to ensure loyalty programme success. Show Links: 1) Interview Episode #59: Epsilon Talks 121 Loyalty, Contactless Loyalty and Emotional Loyalty 2) Epsilon.com 3) Tamara Oliverio, Vice President of Strategic Consulting, Epsilon 4) Julie Smith, Vice President of Strategic Consulting, Epsilon
Jan 19, 2022 · 31 min
#179: Irish Loyalty Summit and Awards 2022
Join us to discover the Irish Loyalty Summit and Irish Loyalty Awards 2022, with Eileen McGuinness, Co-Founder of the Irish Loyalty Awards. The Summit features globally recognised loyalty speakers with deep knowledge of the loyalty marketing industry and will be of interest to loyalty practitioners in the UK, Europe and even further afield. Featured speakers include experts from Bond, The Loyalty Academy and others to talk about the power of customer loyalty and explore the role of loyalty marketing in the age of disruption. The Irish Loyalty Awards are returning to an in-person celebration to recognize Irish businesses that have demonstrated loyalty industry excellence at the heart of their businesses. Show Notes: 1) Irish Loyalty Awards and Summit 2) Eileen McGuinness, Co-Founder, Irish Loyalty Awards 3) Marian Kelly, Co-Founder, Irish Loyalty Awards
Jan 17, 2022 · 7 min
#178: Loyalty Partner Insights from Comarch’s Sidney Dunn (Short Summary Show)
In this short summary, I looked back on an episode with a Comarch executive, Sidney Dunn to hear this global loyalty technology leader share some key trends and insights he is hearing from their clients. Comarch works with global powerhouse brands like BP, ADNOC Petroleum and Costa Coffee to deliver world-class loyalty solutions to their customers. From the collection and analysis of data insights using machine learning, AI and social mining to support program execution, the short show features the ideas I found most valuable in my interview with Sid and of course, be sure to listen to the full episode for other great ideas. This episode is sponsored by Comarch. Show Links: 1) Interview: #58: Global Loyalty Insights from Comarch's Sidney Dunn 2) Comarch.com 3) Sidney Dunn
Jan 12, 2022 · 48 min
#177: Subscription Programmes as a Must-Have Tool for Brand Success
In this episode, I talk with Robbie Kellman Baxter, the world's leading expert on subscription pricing and membership models. Robbie is a bestselling author, speaker and consultant with more than twenty years of experience providing strategic business advice to major organizations including Netflix and other notable brands. She is the author of The Membership Economy and The Forever Transaction and host of the podcast, Subscription Stories: True Tales from the Trenches. Robbie has spent many years encouraging brands to cultivate a must-have, "craveable" programme that customers and users simply cannot live without. In this episode, we explore why retailers, brands and businesses - large or small - absolutely must consider offering subscriptions or memberships as an additional "bow in their quiver" if they wish to remain competitive in their markets. Show Notes: 1) Robbie Kellman Baxter, Strategic Consultant, Peninsula Strategies 2) www.robbiekellmanbaxter.com
Jan 10, 2022 · 6 min
#176: Award-Winning Coalition Loyalty Program in Mauritius (Short Summary Show)
Wiiv Rewards is a coalition loyalty programme in Mauritius, created by the country’s largest private company IBL Group and boasts eleven loyalty partners across multiple business sectors. After only a year in existence, Wiiv won two of the loyalty industry’s most prestigious awards at the 2019 Loyalty Magazine Awards: the Regional Loyalty Champion Award for Middle East and Africa as well as Highly Commended as the Best New Loyalty Programme for 2019. Join me in this short summary episode as I look back on what I learned from my interview with Delphine Lagesse and Cecile Henry on behalf of IBL Together. Show Notes: #57: Award-winning loyalty programme in Mauritius - Wiiv Rewards
Jan 5, 2022 · 43 min
#175: eBucks South Africa Wins Best Loyalty Programme of the Year 2021 AGAIN!
Listen and learn some impressive ideas and insights from eBucks, the loyalty program that was just awarded the title of “Best Programme of the Year” AGAIN at the 2021 South African Loyalty Awards. In this episode, Let’s Talk Loyalty speaks with Johan Moolman, CEO of eBucks, about what makes his programme the one that South African people said they couldn’t live without. eBucks is a rewards program for FNB bank customers, providing rewards to card users for simply spending with their bank cards. The highly successful program has been running for 21 years and was also recipient of "Most Innovative Use of Technology" award, for the 3rd year running. Show Notes: 1) Johan Moolman, CEO, eBucks Rewards 2) eBucks