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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793 episodes
Updated Thursday

Episodes793

Newest first

Mar 29, 2021 · 4 min
#93: KPMG and The Truth About Customer Loyalt‪y‬
In this episode, I’m summarizing my interview with Selim Tanfous of KPMG, who shared insights from a survey of 18,520 consumers from more than 20 countries, called “The Truth About Customer Loyalty”. Selim explained the key “pillars” that drive customer loyalty, the importance of personalization compared to the power of your loyalty currency, as well as consumer-led factors such as the power of social media, online reviews and recommendations from friends and influencers in certain markets, particularly in Asia. We learn some of the key issues, including ongoing frustration around the lack of simplicity, and the reality that most programmes are still more relevant to baby boomers and generation x, rather than the consumers of the future. We discuss the power of paid loyalty programmes, and the importance of innovation, and for brands to demonstrate a clear purpose, as well as potential for more coalition loyalty programmes and brand partnerships in many markets. To learn more about this very interesting research from KPMG, you can listen to the full interview – it’s episode #15 on letstalkloyalty.com Show Notes: 1) Lets' Talk Loyalty Episode #15: KPMG Global Report - The Truth About Customer Loyalt‪y‬ 2) The Truth About Customer Loyalty - 2019 edition
Mar 24, 2021 · 30 min
#92: The Increasing Importance of Loyalty in a Changing Media Landscape with Epsilon
While marketers all agree that "data is the new oil", there are few brands that seem to be personalising their brand communications effectively - only 7% of customers said they are satisfied with the level of personalisation they receive from brands! And the challenge to effectively connect with customers is about to get considerably harder, with the news that cookies as the key tool used by digital marketers to date will be phased out by Google in 2022! Loyalty members, and the data they share, is about to become even more important as THE key strategic asset in any organisation. Elliott Clayton is Senior Vice President of Media for Epsilon in the UK, and today he shares the challenges presented by "3rd party cookie deprecation" - an explosive industry issue for the future of digital marketing - which has been described as "even bigger than GDPR" and one that loyalty marketers can leverage to ensure increasing support for their programmes. Elliott explains why it's a great time to work in loyalty marketing, the emergence of loyalty programmes as media owners, as well as other key trends that marketers in advanced markets such as the US are experimenting with to drive connections with customers. This episode is sponsored by Epsilon. Show Notes: 1) Elliott Clayton CLMP - SVP Media UK, Epsilon Conversant 2) Epsilon Conversant 3) Loyalty Academy
Mar 22, 2021 · 4 min
#91: British Airways - Summary of Insights from Loyalty Manager Niall Rooney
This episode summarizes my interview with Niall Rooney, Loyalty Manager for British Airways Executive Club, in which we discussed emerging trends in airline loyalty, including the importance of “simplicity”, as well as how customers are demanding more ways to earn Avios points as well as more ways to burn them! From increasing their partner credit card spend, to doing their online shopping on the Avios eStore, it was really interesting to hear that British Airways had recently increased their reward seat availability, and had begun allowing members to use their Avios on board to buy food and drink as well as to pay for seating and baggage. Listen to this short summary to learn more about driving loyalty in British Airways and if you want to listen to the full interview, it’s episode #14 on letstalkloyalty.com Show Notes: 1) Let's Talk Loyalty with British Airways Executive Club 2) Niall Rooney, Head of Loyalty, British Airways 3) Simple Flying
Mar 17, 2021 · 44 min
#90: Subscription Innovation Driving Restaurant Loyalty in South Africa
With so many loyalty professionals considering the potential for a paid loyalty proposition (also known as a subscription-based loyalty programme), this show will answer so many questions. Ros Netto has over a decade building and advising some of South Africa's top loyalty programmes and now she's delighting local consumers even more with the launch of South Africa's very first subscription programme in the restaurant/fast casual dining sector. Ros shares the exciting journey so far for the Kauai loyalty programme - it's just eight weeks old yet driving great success and learnings already. A truly inspiring success story - launched despite the additional challenges of Covid - both operationally and psychologically for consumers. Show Notes: 1) Ros Netto: Customer, CRM & Loyalty Specialist at Real Foods Group 2) Bond Brand Loyalty - 2019 Report 3) Real Foods Group 4) Kauai Subscription Loyalty Programme
Mar 15, 2021 · 3 min
#89: Introduction to Earth Rewards - A Loyalty Solution for the Environmen‪t‬ (Summary Show)
In this episode, I’m summarizing my interview with Ciaran Kelly, who founded “Earth Rewards”, a loyalty programme that measures, educates and inspires consumers to behave in ways that minimize their impact on the environment. We discuss their “learn and earn” feature which allows users to understand exactly how many kilos of carbon their individual lifestyle is producing each year, and compare that to the average carbon impact of other people in any one of 30 countries around the world. Earth Rewards is designed to partner with existing loyalty programmes that want to add a compelling environmental feature to their loyalty proposition, so listen to the full episode to learn how your loyalty programme can partner with them to demonstrate a real commitment to taking action to save the environment. Show Notes: 1) Earth Rewards episode - A Loyalty Solution for the Environmen‪t‬ 2) Earth Rewards
Mar 10, 2021 · 47 min
#88: Loyalty Innovation in China with Lagardère Travel Retail
Like many retailers, Lagardere Travel Retail was badly impacted by the global pandemic in 2020, particularly in China where its duty free stores remained open but customers simply couldn't buy. This episode showcases the incredibly innovative solutions developed by the management team, led by Eudes Fabre. With 1.8 million customers signed up across their two loyalty programmes, the brand had permission from customers to connect in digital channels, and so they team developed a video commerce strategy on WeChat that has become one of the most successful in China. Listen to this extraordinary story of how the company's greatest marketing challenge has resulted in the creation of a whole new revenue stream that has now become a powerful and profitable channel in its own right, powered by its digital loyalty programme. Show Notes: 1) Lagardere Travel Retail Group 2) Eudes Fabre - Chief Executive Officer - North Asia at Lagardere Travel Retail 3) Adam McCarthy - Chief Information Officer at Lagardere Travel Retail North Asia
Mar 8, 2021 · 4 min
#87: Roma Football Club Connects with Loyal Fans (Short Sumary Show)
This short summary of my interview with Laura Cagnacci discusses exciting loyalty initiatives being run for Roma Football Club by their marketing agency, who realised the importance and power of connecting Roma with their fans directly, rather than simply on third-party platforms like Facebook. As a much loved football club, Roma used the power of a platform they owned to connect with previously unknown fans of all ages and profiles, with clear data points being measured, tracked and rewarded at the individual level, rather than just at a segment level as many marketers did in the past. Listen to this episode to learn all about this award-winning programme in the sports sector, as well as learnings from building both a consumer AND a Business2Business loyalty program for an insurance client. Show Notes: 1) Award-winning Loyalty in Italy - Roma Football Club and Advice Grou‪p‬ 2) Laura Cagnacci 3) Advice Group
Mar 3, 2021 · 46 min
#86: Coalition Loyalty in Colombia with Puntos Colombia
Puntos Colombia is the leading loyalty programme in Colombia with over 8 million members and it is the first loyalty programme in Latin America to be featured on Let's Talk Loyalty! I was delighted to discuss this fascinating loyalty programme and some of the unique aspects of the South American loyalty market with CEO of the Puntos Colombia programme, Alejandro Gonzalez Saul. Boasting over 100 partners, including the country’s biggest bank and grocery retailer, the Puntos Colombia programme is a powerful example of the potential of multi-partner and coalition programmes that truly put their customer's interests at heart. We discuss the superb solutions the programme launched during the pandemic lockdown to drive engagement, the importance of NPS, social listening and member advocacy and some of their latest features (including Whatsapp functionality) to delight members. This episode is sponsored by Comarch. Show Notes: 1) Alejandro Gonzalez Saul - CEO of Puntos Colombia 2) Puntos Colombia 3) Article - The Advantages of Customers as Ambassadors 4) Article - Winning Back Lost Customers
Mar 1, 2021 · 5 min
#85: Why Loyalty Programs Fail - Summary Episode
In this episode, I share the key lessons and learnings from a report entitled “Why Do Loyalty Programs FAIL?” This report was researched, compiled and published by Mike Capizzi, a loyalty expert and Dean of the Loyalty Academy. Mike's report identifies and explains the top TEN reasons for the failure of loyalty programmes based on insights from 34 global loyalty experts who together boast a combined total of over 500 years of loyalty marketing expertise! We discuss the power and problems of collecting and using consumer data, the role of clear, powerful and compelling communications, setting and measuring relevant KPI's, as well as the ongoing challenge of ensuring C-Suite support for any loyalty programme to be successful. Show Notes: 1) Why Loyalty Program Fail - Episode #11 of "Let's Talk Loyalty" 2) Mike Capizzi 3) FREE report "Why Loyalty Programs Fail" - registration required.
Feb 24, 2021 · 30 min
#84: Virgin Red Loyalty Programme Launches in the UK
Virgin Red is the exciting new loyalty programme launched to reward customers across the entire group of Virgin companies with their new currency - Virgin Points. This episode features Kelly Best, Chief Marketing Officer of Virgin Red, who shares the unique selling points of the new programme, how it benefits members of the existing Virgin Flying Club, and their ambitious plans for world domination and a goal to engage the 35 million customers of Virgin companies worldwide. Kelly shares the insights that led to partnerships with popular UK brands such as Gregg's sausage rolls, as well as the comprehensive portfolio of earn and burn ideas that make this "Virgin Red" programme as exciting and disruptive as the Virgin brand deserves. This episode is sponsored by Valuedynamx.(Part of Collinson Group) Show Notes: 1) Kelly Best 2) Virgin Red
Feb 22, 2021 · 5 min
#83: Summary of Loyalty in 7-Eleven Denmark with Managing Director Jesper Østergaard
This summary features the key lessons I learned from Jesper Østergaard, Managing Director of the 7-Eleven chain of stores in Denmark, which in 2019 won the prestigious title of the “International Convenience Retailer of the Year”. Jesper has spent many years revolutionising the 7-Eleven business in Denmark, from a kiosk business to now a successful food service business selling healthy lunch options that customers increasingly want, as well as building the 7-Eleven brand as another essential building block for consumer loyalty. In this short show, I summarise some of the great management lessons Jesper has learnt in his career so far, and some of the amazing loyalty programmes around the world that he is looking to for inspiration for his own strategy. Show Notes 1) Jesper Østergaard - 7-Eleven 2) Let's Talk Loyalty #10 - Loyalty in 7-Eleven Denmark with Managing Director Jesper Østergaard 3) Reitan Convenience 4) NACS International Convenience Retailer of the Year Award 5) NACS Europe
Feb 17, 2021 · 40 min
#82: Global Airline Loyalty Programme Insights with Evert de Boer
In early 2020, On Point Loyalty published a research report on the "Top 100 Most Valuable Airline Loyalty Programs" in the world, insights which proved remarkably relevant throughout the year as major US airlines began leveraging their programs to raise funds throughout the Covid-19 pandemic. In this episode, industry expert Evert de Boer explains some of the reasons why the financial power and true value of airline loyalty programs has been relatively hidden until now, and highlights some the dramatic changes that are taking place in the industry. He shatters some myths about the value of flight reward seats, as well as his experience on how C Suite Airline Executives are taking a fresh look at these valuable assets that have been hidden in plain sight in most airlines until now. Show Notes: 1) Evert de Boer 2) OnPoint Loyalty 3) Free Report: The"Top 100 Most Valuable Airline Loyalty Programs"
Feb 15, 2021 · 5 min
#81: Let's Talk a LITTLE Loyalty - Summary of Interview with Loyalty Expert: Leanne Papaioannou
This episode of "Let's Talk Loyalty" reviews some of the fascinating insights from my interview with Leanne Papaioannou, founder of the "Chilli Pepper" loyalty agency in Ireland. Show Notes: 1) Chilli Pepper Loyalty Marketing Agency 2) Leanne Papaioannou 3) Full episode recording: Let's Talk Loyalty #8: Lessons from a Loyalty Expert: Leanne Papaioanno‪u
Feb 10, 2021 · 39 min
#80: Loyalty Trends in APAC by Epsilon's Ashish Sinha
As the platform powering loyalty programmes for Walgreens, Dell, Marriott Hotels and many others, Epsilon is uniquely placed to comment on global trends in loyalty as we settle in to 2021. Today's episode features an interview with Ashish Sinha, who shares some great insights from his role as Managing Director for Epsilon in Asia Pacific, including his increased focus on the Middle East region. We share stories of innovative loyalty initiatives in eCommerce, as well as some key loyalty principles he is seeing, such as consumer demand for trust and real relationships with brands beyond just transactions. This episode is sponsored by Epsilon. Show Notes: 1) Ashish Sinha - Managing Director - Epsilon APAC & MEA 2) Epsilon APAC 3) Coca Cola Insider's Club 4) Dell Talks Loyalty & Gamification - Episode #46 of "Let's Talk Loyalty"
Feb 8, 2021 · 5 min
#79: Let's Talk a LITTLE Loyalty - Summary of Loyalty Success and Storytelling in South Afric‪a‬
Helène Brand is a freelance marketing consultant whose experience includes responsibilities for a community-based loyalty program in South Africa called “ My School, My Village, My Planet” which won 8 international awards. Helène herself was named "Loyalty Personality of the Year" in 2015 and this short summary discusses her approach to loyalty which includes balancing both transactional and emotional loyalty. We also discuss her passion for storytelling as a powerful tool for business and loyalty marketing professionals and some great examples of innovative loyalty concepts in South Africa. Show Notes: 1) Let's Talk Loyalty #7: Award-winning Loyalty Success and Storytelling in South Afric‪a‬ 2) Helène Brand 3) Global Citizen
Feb 3, 2021 · 41 min
#78: Yes Rewards from ENOC - Fuel, Food & Convenience Loyalty in UAE
In late 2020, Dubai enjoyed the launch of its newest loyalty programme in the fuel, food and convenience retail space. Yes Rewards is a programme designed to drive customer lifetime value by incentivising cross-sell across its extensive portfolio of brands. Despite the unique challenges of the pandemic, Suryaveer Singh successfully launched the Yes Rewards programme and in this interview, he shares the challenges, solutions and intention behind the programme, as well as some of their early successes. Listen to this episode of "Let's Talk Loyalty" to enjoy some new ideas from this ambitious programme and respected regional brand - truly a global voice of loyalty. This episode is sponsored by Comarch. Show Notes: 1) Suryaveer Singh - Head of Loyalty at ENOC 2) Yes Rewards - Fuel & Convenience loyalty programme by ENOC 3) Emirates National Oil Company 4) “Switch it up” article on Chipotle's loyalty strategy to incentivise new product trial
Feb 1, 2021 · 4 min
#77 - Let's Talk a LITTLE Loyalty - Award-winning Loyalty Insights from the Middle East
Today's five minute episode of "Let's Talk Loyalty" showcases insights from Manav Fernandez, a leading loyalty practitioner here in the Middle East, and summarises some innovative ideas from an unusual industry - the education sector. Hear the insights from this unique programme called Gems Rewards, which has already helped families save over 50 million dirhams ($15 million) towards their school fees. Listen and enjoy this short summary of Manav's key success principles for loyalty or click below to listen to the full interview. Show Notes: 1) Original Interview: Award-winning Loyalty and Insights from the Middle East - Let's Talk Loyalty #5 2) Manav Fernandes 3) Quick Brown Brown Consulting
Jan 27, 2021 · 40 min
#76: Loyalty Programme Liability Management - Len Llaguno, Founder of Kyros Insights
A key challenge for loyalty program owners is accurately predicting their loyalty program liability years ahead in the future, and how to plan their program from a financial perspective to optimise the lifetime value of their customers. Today's guest, Len Llaguno, specialises in leveraging the art, science and modelling skills of his actuarial toolbox to predict consumer behaviour to advise key investment and financial strategies for some of the world's largest loyalty programs. Kyros Insights are uniquely experienced in loyalty liability management, predicting customer lifetime value and advising brands on the potential impact of major program changes to ensure the optimum commercial performance of any loyalty program, particularly in these unprecedented times. Listen to this masterclass in loyalty from a financial perspective to access specialised insights for your program that your finance teams will love. Show Notes: 1) Len Llaguno - Actuary for Loyalty Programs | Founder and Managing Partner at KYROS Insights 2) Kyros Insights - Actuaries Helping Loyalty Programs 3) Kyros Academy - Learn to optimize your loyalty program liability 4) 7 Loyalty Program Tactics for Financial Recovery CFO's Will Love 5) Free Loyalty Actuarial Roadmap - Assessment
Jan 25, 2021 · 5 min
#75: Let's Talk a LITTLE Loyalty - Summary of Interview with Mike Atkin - The Loyalty Guru
Mike Atkin has built or advised over eighty-five loyalty programmes worldwide in his extensive career, leading to his industry title as "The Loyalty Guru". Listen to this episode of "Let's Talk a LITTLE Loyalty" for a short summary of my interview with Mike, his key insights on what loyalty programme managers are doing well and key learnings on opportunities he says are still being missed. Show Notes: 1) Lets Talk Loyalty - Interview with Mike Atkin The Loyalty Guru 2) Lets Talk Loyalty - Interview with Mike Atkin The Loyalty Guru on Apple Podcasts
Jan 20, 2021 · 50 min
#74: Australian Consumer Loyalty Research - Mark James CEO Customology
Today's episode of "Let's Talk Loyalty" features the latest loyalty research with consumers in Australia, conducted by Customology, the "most awarded data and loyalty agency in APAC". It highlights some shocking facts, such as the belief that new customers are treated better than existing ones, their views on how brands communicate with them, as well as the complete absence of communication from many brands who capture data but then don't use it. Mark James is the CEO of Customology, so together we discuss some back-to-basics principles of building customer relationships in a bid to create "customers for life". Show Notes: 1) Mark James 2) Customology 3) The Unspoken Customer