Sign inOpen the app
Artwork for Let's Talk Loyalty
Business

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/

SubscribeListen in podnodRSS feedShow website
  • 793 episodes
  • Updated Thursday

Episodes793

Newest first
  • Oct 20, 2021 · 48 min

    #153: New Zealand Loyalty Expert Shares Exciting Airline & Grocery Loyalty Insights

    As a leading loyalty expert in New Zealand Phil Devlin has a fascinating career spanning Air New Zealand, Qantas, Countdown Supermarkets and even some work supporting high performance sports along the way! Boasting exceptional engagement with over 95% of Kiwi consumers enrolled in at least one programme, New Zealand is a small country punching way above its weight in the loyalty industry, due in no small part to the compelling loyalty programmes that Phil and his colleagues built. Listen to this episode to hear the incredible breadth of partnerships Phil led for Air New Zealand, which included the real estate sector, luxury cars and even white goods, transforming the airlines loyalty programme in to a powerful currency capable of driving cash flow to the airline between flights and becoming part of kiwi consumers lives. Across his entire loyalty career, Phil has created clear and compelling loyalty concepts both independently and with key partners, with a focus on simplicity, transparency and integrity, so listen to learn his latest ideas on what's important to consumers in 2021 and beyond. Show Notes: 1) Phil Devlin, Strategic Partnerships 2) Countdown New Zealand 3) Simon Rowles

  • Oct 18, 2021 · 8 min

    #152: Expert Insights from a Loyalty Leader in India (Short Summary Show)

    This episode features insights from a truly "global voice of loyalty". Based in India, Kunal Mohiuddin, joined me and shared lessons learned from over two decades in the loyalty industry. This show is my review and summary of the key things I learned from my interview with Kunal. This loyalty entrepreneur has developed several innovative loyalty technology platforms and advised over fifty national and global programmes on their loyalty strategy, with some great learnings for loyalty marketing. He also shared his views on the technologies he believes will help drive loyal behaviour in the future. Show Notes: 1) Let's Talk Loyalty Episode #45 2) Kunal Mohiuddin

  • Oct 13, 2021 · 42 min

    #151: Connecting with Customers through Compelling Content & Experiences

    With consumer distrust at an all-time high, marketers are increasingly concerned about their ability to capture customer data at scale, and in ways that are meaningful and engaging. Despite the pandemic, or perhaps because of it, experience-led loyalty mechanics have become more powerful than ever, leveraging the idea of fun to capture data and create progressive profiles of customers in ways they enjoy, rather than avoid. Richard Jones, the Chief Marketing Officer at Cheetah Digital explains that just because in the past we've been able to get "drunk on data" doesn't mean we should continue to do so in the future. Customer values have changed and it's time to for us as loyalty marketers to ensure our approach in the past evolves to remain powerful for the future. Listen to learn Cheetah's insights and consumer feedback on the increasing importance of marketing etiquette based on interactive and engaging relationships, not just in traditional sectors but even in categories like CPG which historically left loyalty to their product quality alone. This episode is sponsored by Cheetah Digital. Show Notes: 1) Richard Jones - Chief Marketing Officer at Cheetah Digital 2) Cheetah Digital 3) Signals21 - The Award Winning Content Series

  • Oct 11, 2021 · 7 min

    #150: Subscription Loyalty - Lessons and Insights (Short Summary Show)

    The "subscription" business model promises predictable recurring revenue and increased customer lifetime value so it's no wonder that loyalty marketers around the world are increasingly looking to this concept to enhance their loyalty propositions. With so much interest in the topic, I was delighted to interview two executives about it, one from Ipsos Denmark and one from their partners in management consulting firm Subscrybe. Together they shared their insights on the principles of success in subscriptions - creating both "reasons to buy" and "reasons to stay", to create the potential for extreme customer loyalty. Show Notes: Let's Talk Loyalty - Episode #44

  • Oct 6, 2021 · 52 min

    #149: Creative Airline Loyalty Concepts from Comarch - Prepaid, Subscription or Unlimited Travel?

    As the world emerges from the dramatic effects of the pandemic, the airline industry is entering a pivotal time, with opportunities to re-invent their frequent flyer programs to meet the new normal. Who better to brainstorm this than Piotr Kozlowski who advises some of the world's largest airline and airport loyalty programmes for Comarch, such as British Airways, Jet Blue, Etihad Airways and Heathrow Rewards among others. Piotr shares some creative and compelling concepts he believes should be considered, the reasons they may make sense, and some of the criteria for success. From subscription models, to prepaid fares to unlimited flying propositions - there has never been a better time for loyalty marketers to test new concepts and inspire their customers to fly with the same joy in the future as they did in the past. Listen to enjoy a masterclass in creative and compelling airline loyalty concepts. This episode is sponsored by Comarch. Show Notes: 1) Piotr Kozlowski 2) Report from Jay Sorensen 3) The Bank of Starbucks

  • Oct 4, 2021 · 7 min

    #148: B2B Loyalty and Case Studies (Short Show Summary)

    This episode is a short summary of my conversation with Dr David Cox, a loyalty practitioner who also boasts a PhD in loyalty marketing. Based on the success and awards he has achieved for clients such as IBM, he shares what key tools he and his company Motivforce have used to drive such powerful commercial results. He also discussed the key loyalty trends that were emerging as a result of Covid-19. Listen for my short summary of episode #43 of "Let's Talk Loyalty". Show Notes: 1) David Cox - CEO of Motivforce 2) Let's Talk Loyalty Episode 43

  • Sep 29, 2021 · 40 min

    #147: Flying Blue from Air France KLM Group - Loyalty & Partnerships Insights

    With over 18 million members around the world, Flying Blue is the frequent flyer programme for both Air France and KLM, and is positioned as a lifestyle programme that drives real commercial value for its partners. Gerben Sikkema shares some of the commercial benefits that partners can expect alongside the benefits of being associated with a premium brand. He also talks me through some of the latest innovative ideas that they have launched with partners for Flying Blue members including "earn and burn in checkout", as well as other powerful technology-led concepts such as card-linking and a focus on using loyalty mechanics to drive sustainable choices. What most impressed me in this interview was the insight that "burn drives earn" - a clear understanding that only when members benefit will any loyalty programme achieve its goals. This episode is sponsored by Valuedynamx ( Part of Collinson Group) Show Notes: 1) Gerben Sikkema - Director of Partnerships at Air France-KLM 2) Air France - KLM Website 3) Flying Blue

  • Sep 27, 2021 · 7 min

    #146: Loyalty Leadership with Bain & Company's Rob Markey (Short Show Summary)

    Rob Markey is the one of the world's leading authorities on customer loyalty. Together with Fred Reichheld, he co-created The Net Promoter System®, the industry metric and framework now used by more than two thirds of Fortune 1000 companies. This short summary episode reminds us of the importance of the "founder's mindset" as a key driver of loyalty, as well as Rob's latest work to develop increasingly robust models for customer lifetime value that can be share externally with investors as well as internally. Rob shares the view that loyalty professionals are really the perfect business leaders of the future. Listen for a short summary of our conversation, or listen to the full interview for even more of Rob's extraordinary insights. Show Notes: 1) Episode #42 of Lets Talk Loyalty with Rob Markey 2) Bain and Company 3) Rob Markey - Partner, Bain and Company

  • Sep 22, 2021 · 49 min

    #145: South African Consumer Loyalty Insights 2021

    South African consumers who engage in loyalty programmes are fascinating to understand and this shows aims to help us do exactly that. Amanda Cromhout, Founder and CEO of the South African loyalty agency Truth does incredible work to identify, understand and help educate loyalty professionals around the world about this diverse market. Following a year of seismic changes in consumer behaviour due to the global pandemic, the sixth loyalty whitepaper from Truth and Brandmapp asks the key questions about what's working in loyalty in South Africa and what's not. Listen to learn the incredible growth in the market and important changes in who, why and how programmes are being used. We also talk through what would be South African's favourite loyalty program if they could only choose one! A superb conversation about how the loyalty industry is evolving in South Africa in these changing times. Show Notes: 1) Amanda Cromhout 2) Truth South Africa

  • Sep 20, 2021 · 8 min

    #144: Bryan Pearson of LoyaltyOne Former CEO - Short Summary Show

    Today's show summarises my interview and insights with Bryan Pearson, former CEO of LoyaltyOne, who is known globally as a leader in loyalty, as well as retail marketing strategy based on consumer analytics. We discuss how companies can succeed and even thrive in the context of our dramatically changing world by understanding what truly matters to customers. We also discuss key industry trends, such as whether the coalition model for loyalty in global markets remains as relevant as it was in the past. Show Notes: Bryan Pearson – Former CEO of LoyaltyOne

  • Sep 15, 2021 · 55 min

    #143: Subscription (Paid) Loyalty in Hotels, Coffee Chains and Airlines - What's Working?

    Rob Burgess is well known for creating the UK's most popular frequent flyer website Head for Points, written to help frequent flyers in the UK get the most out of the rich rewards and travel benefits on offer. The global pandemic has changed the rules of the industry, with paid loyalty an increasingly popular strategy that many loyalty marketers are exploring. In this episode, we discuss the key success factors for a paid loyalty programme, how to "wow" your members with a proposition they are willing to pay for. From the Intercontinental Ambassador programme, to Pret a Manger in the UK and the most recent proposition from Emirates, Skywards+ Listen to hear Rob's insightful views on what makes paid loyalty work for key consumers who are highly educated on the benefits of loyalty programmes when they are done well. Show Notes: 1) Rob Burgess 2) Head for Points 3) Skywards+

  • Sep 13, 2021 · 8 min

    #142: An Innovative Loyalty Model from Wharton's Professor of Marketing, Peter Fader (Short Summary Show)

    As loyalty marketers, it's essential that we have access to both the financial models and the financial language we need to educate senior executives on the incredible value generated from our loyal customers, and ensure that our customers are valued as the "strategic asset" they are. Academic leaders such as Peter Fader, Professor of Marketing with the Wharton School at the University of Pennsylvania, are increasingly helping both companies and investors to understand the future lifetime value of customers (not just historic revenues) when valuing a firm. This work has led to innovative concepts such as "Customer Based Corporate Valuation" (CBCV), an industry-leading concept that will undoubtedly become an essential framework for future loyalty marketers. Listen to learn about Professor Fader's fascinating work across the loyalty industry with implications for both the academic and business sides of our industry. Show Notes: 1) Professor Peter Fader, Professor of Marketing, the Wharton School of the University of Pennsylvania 2) Harvard Business Review - Jan/Feb 2020 issue articles - "The Loyalty Economy." 3) Theta Equity Partners 4) Customer Centricity: Focus on the Right Customers for Strategic Advantage - 2012 Edition (New Edition Scheduled July 2020)

  • Sep 8, 2021 · 39 min

    #141: Loyalty Excellence and Innovation with AA Smartfuel New Zealand

    Voted the number one loyalty programme in New Zealand, AA Smartfuel is a fascinating loyalty programme that was designed with a laser focus on delighting customers with the opportunity to earn a free tank of fuel! This coalition programme now boasts more than forty merchant partners across 1,200 locations nationwide, who together market the programme and ensure consumers can achieve meaningful savings on fuel from their everyday spend. Joining me today to share their story are Ian Sutcliffe, Co-Founder of the programme along with his Marketing Manager Jordan Tran. Together they explain the latest innovations for this programme, from new reward options through to ideas on how best to share data and insights in ways that continue to delight customers and partners alike. We also discuss another of my favourite ideas, leveraging our loyalty programmes to support supplier brands like FMCG manufacturers. Listen to learn this unique case study from perhaps the most active loyalty market in the world. Show Notes: 1) AA Smartfuel New Zealand 2) Ian Sutcliffe - Co-Founder AA Smartfuel 3) Jordan Tran - Marketing Manager at AA Smartfuel

  • Sep 6, 2021 · 9 min

    #140: Sky VIP Loyalty Programme in the UK (Short Show Summary)

    In 2017, the UK country's largest broadcaster Sky TV, launched its VIP programme, the first tenure-based programme in the industry which promises customers that "the longer you stay, the better it gets", with a clear intention for its customers to feel loved and appreciated. It began by offering exclusive live experiences to over a million customers a year, and then, as a result of nationwide lockdowns, it pivoted to delivering even more extraordinary & innovative virtual experiences. In my conversation with Rob Chandler, he shared some fascinating models on how Sky VIP thinks about loyalty and how they create new and exciting ways to really say an explicit "thank you" to its loyal customers. Enjoy this episode of "Let's Talk a LITTLE Loyalty" for some fascinating insights on how to truly differentiate your brand, no matter how competitive the industry. Show Notes: 1) Rob Chandler - Former Head of Customer Loyalty - Sky UK 2) The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition - by Gabe Zichermann

  • Sep 1, 2021 · 42 min

    #139: Data Laws and Data and Privacy Health Checks for Loyalty Professionals

    Three years after the introduction of tighter data regulations & GDPR in Europe, the world of data protection and privacy is only getting more complex. In fact, my guest today described the privacy challenges we face today as a "perfect storm". From changing cookie laws, to complex data transfers, to the latest class action law suits being brought on behalf of professional footballers, there is now doubt that the tectonic plates in our industry are shifting. So how can we ensure we're professional, prepared and protected as much as possible? While we continue to cope with COVID, our industry is facing rapid changes, such as the increasing use of facial recognition technology & biometrics, so listen to learn all about the approach you can take to ensure "custom privacy protection by design, which will endure by default". Richard Dutton, Managing Director of the Elias Partnership joins me on today's show to explain the concept of a "Data Health Check", what it does, how it helps and how your company can ensure a legally defensible position should a data breach ever occur. Show Notes: 1) Richard Dutton 2) Elias Partnership

  • Aug 30, 2021 · 6 min

    #138: ebookers.com - Online Travel Agency Loyalty (Short Summary Show)

    ebookers UK was launched in 1998 as the UK's first online travel agency, and added its "Bonus+" programme in 2016, in order to offer its customers a compelling reason to book with them. Listen to this episode of "Let's Talk a LITTLE Loyalty" to hear my favourite aspects of this simple and generous loyalty programme - particularly its focus on mobile users. Show Notes: 1) ebookers.co.uk 2) Bonus + 3) Nicki Helfet 4) Let's Talk Loyalty Interview with ebookers.com

  • Aug 25, 2021 · 46 min

    #137: TWO YEAR ANNIVERSARY - Let's Talk Loyalty Celebrates with The Wise Marketer and Loyalty Academy

    To celebrate the second birthday of "Let's Talk Loyalty", I am joined by my partners and friends - leading loyalty veterans, Bill Hanifin and Mike Capizzi of the Wise Marketer Group and Loyalty Academy. Our conversation reviews “then versus now” for the loyalty industry and our own progress and milestones as some of its global voices. As well as looking back on where we've come from, we chat through the new Wise Marketer Loyalty Research Group, the Women In Loyalty community, some ground-breaking research on "pay with points" research in the US market, along with a formal announcement for the CLMP Loyalty Academy training coming to Dubai in December 2021, including an exclusive discount code for "Let's Talk Loyalty" listeners! Show Notes: 1) Bill Hanifin - CEO & Managing Editor, The Wise Marketer 2) Mike Capizzi - Director of Education, Loyalty Academy 3) Loyalty Academy and Loyalty Vault 4) The Wise Marketer 5) Delphi Research Reports 6) Pay With Points Research 7) CLMP - Certified Loyalty Marketing Professional Workshop - Dubai, UAE - December 6th, 7th, 8th 2021 8) CLMP Dubai Training Loyalty Academy Code and Conditions

  • Aug 23, 2021 · 9 min

    #136: Return on Loyalty (Short Summary Show)

    How do you know your loyalty investment is worthwhile? If you're interested in measuring your “return on loyalty”, listen to learn from industry experts Ellipsis how they they isolate, measure and define the levers within any loyalty program to understand what’s working, what’s not and why! A MUST-listen episode to answer the most-asked question in the loyalty industry IMHO :) Show Notes: 1) Ellipsis Australia 2) Adam Schaffer - Co-Founder & Managing Partner at Ellipsis & Company 3) Tim Tyler - Managing Partner at Ellipsis & Company

  • Aug 18, 2021 · 52 min

    #135: Loyalty Industry Innovation - RENT Should Be Rewarding

    Bilt is the world’s first rewards program that lets you earn loyalty points on rent. This incredibly innovative idea was launched in June 2021, rewarding the highest monthly expense for US consumers. With a particular relevance for younger consumers such as millennials and Gen Z, Bilt Rewards is already available for residents of two million apartments, and is also proving a hit with leading US landlords by incentivising the prompt payment of rents, while minimising the costs of acquiring and retaining residents. This interview features a masterclass in loyalty from industry veteran David Canty who transformed the airline loyalty industry during his career in JetBlue Airways, as well as leading hotel and retail brands and who now brings his loyalty expertise to real estate. This episode of Let's Talk Loyalty discuses how Bilt Rewards creates opportunities for US rental consumers to earn rewards such as airline travel, educating them about the potential financial benefits of loyalty programs, while also supporting them on their own path to eventually become home owners - truly a lifelong loyalty program proposition. Show Notes: 1) Bilt Rewards 2) David Canty - Head of Loyalty & Partnerships at Bilt Rewards 3) Ankur Jain - Founder Bilt Rewards 4) Loyalty & Awards Dubai UAE

  • Aug 16, 2021 · 6 min

    #134: Rakuten Rewards (Short Show Summary)

    As one the world’s largest cashback programs, Rakuten Rewards has paid out over $2 billion to members in North America. In this summary episode I am excited to discuss the power of affiliate marketing and great partnerships to build a brand as well as commercial value for merchants and consumers alike. Listen to this summary of episode of Let's Talk Loyalty to learn all about the power of the Rakuten brand and Rakuten Rewards to drive consumer loyalty and profitable behaviour, both online and offline. Show Notes: 1) Kristen Gall - President, Rakuten Rewards 2) www.Rakuten.com – leading Cash Back service in the US 3) Let's Talk Loyalty Episode #36 - Rakuten Rewards