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

Aug 7, 2025 · 46 min
Loyalty That Saves Lives: How Blood Donation Programs Transform Communities (#693)
In this heartfelt episode, we welcome Jacqui Solly, Loyalty Manager at Australian Red Cross Lifeblood, to explore a truly unique loyalty program that goes beyond points and rewards. Jackie shares how simple acts of giving blood translate into hundreds of thousands of lives saved, alongside personal stories that reveal the deep emotional impact behind every donation. We discuss how Lifeblood balances humor, advocacy, and intrinsic motivation to create a compelling donor experience, applying loyalty marketing principles in a life-changing context. Whether you’re a loyalty professional or simply curious about how small actions can create massive impact, this episode will inspire you to see loyalty in a whole new light. Hosted by Carly Neubauer Show Notes: 1)Jacqui Solly 2)Australian Red Cross Lifeblood, 3) Start with Why
Aug 5, 2025 · 52 min
Forjando Lealtad Duradera: Estrategia y Gestión (Spanish Episode) (#692)
This episode of Let's Talk Loyalty and Loyalty TV is in Spanish. ¿Quieres llevar tu estrategia de lealtad al siguiente nivel? En el episodio más reciente de "Let's Talk Loyalty en Español", contamos con la valiosa perspectiva de Federico Rosas Couret, Consultor Principal en Loyalty & Reward Co. y un experto de primera línea en Customer Loyalty. Federico nos revela cómo diseñar programas de lealtad que ofrezcan mucho más que solo puntos, la receta para lograr un desarrollo exitoso y cómo asegurar un compromiso que impregne cada rincón de tu organización. Además, compartiremos insights sobre la medición del desempeño adaptada a la madurez del programa, y cómo la data y la inteligencia artificial se convierten en tus mayores aliados. Hosted by Alejandro Gonzalez-Saul Show Notes: 1) Federico Rosas Couret 2) Loyalty & Reward Co 3) “El Ladrón de Arte” de Michael Finkel
Jul 31, 2025 · 54 min
Accelerating AI Adoption for Customer Loyalty - Insights with Salesforce and IBM (#691)
In this episode, Shannon Miller from IBM and Tom Bockholt from Salesforce discuss how they are enabling clients to accelerate the adoption of AI to transform and elevate customer loyalty strategies and the end to end customer experience. They explore how innovative companies are using AI to drive hyper-personalization, respond to evolving customer expectations, and embed loyalty across the customer journey. The conversation touches on navigating investment risks, overcoming legacy system challenges, and the rising influence of content creators in an increasingly fragmented marketing landscape. Case studies and real-world examples highlight how IBM and Salesforce help clients innovate, implement faster, and deliver measurable business value in an increasingly complex and fast-paced digital and AI powered environment. This episode is sponsored by IBM and Salesforce. Hosted by Bridget Blaise-Shamai. Shownotes: 1) Shannon Miller 2) IBM 3) Tom Bockholt 4) Salesforce 5) Book: Getting Naked: A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty by Patrick Lencioni 6) Book: Trailblazer: The Power of Business as the Greatest Platform for Change by Marc Benioff
Jul 29, 2025 · 36 min
Sandals Resorts: Redefining Loyalty Through Experience and Community with Peter Menges (#690)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV The Wiser Loyalty podcast series is produced in partnership between Let’s Talk Loyalty and The Wise Marketer™. Twice a month, we bring you an interview with a C-level executive who has transformed strategy into practical application to generate business results. In this episode Bill Hanifin speaks with recognized industry figure Peter Menges, SVP Customer Engagement and Loyalty with Sandals Resorts International. Sandals is a boutique luxury resort,brand that is Caribbean based and global in its appeal. In this session, you’ll hear Peter’s take on why loyalty is a by product of behavior, how to build and nurture vibrant customer communities and how customer experience is central to maintaining long term customer loyalty. Show Notes:- 1) Peter Menges 2) Sandals Resorts International 3) The Storyteller: Tales of Life and Music 4) George Marshall: Defender of the Republic
Jul 24, 2025 · 39 min
Flying Blue Loyalty Program Going from Strength to Strength (Archive Episode) (#689)
Today we are re-publishing this fantastic episode from our archive as our planned episode has been delayed for technical reasons. In this archived episode, Ben Lipsey — Senior Vice President of Customer Loyalty and President of Flying Blue, the joint loyalty program of Air France, KLM, and Transavia — shares a fascinating look into the evolution of airline loyalty. Originally recorded at a time when Flying Blue had just surpassed 22 million members, Ben talks through their bold program updates, including new member propositions, pricing changes, and the creation of a dedicated legal structure for Flying Blue. He also reveals their plans to explore a subscription-based loyalty model. Revisit this conversation for timeless insights on innovation, structure, and strategy in one of Europe’s most dynamic airline loyalty programs. This episode was published on 11 January 2024 Show Notes: 1)⁠ Ben Lipsey⁠ 2) ⁠Air France⁠ 3) ⁠KLM⁠⁠ 4) ⁠Transavia⁠⁠ 5) ⁠⁠Flying Blue⁠⁠
Jul 22, 2025 · 44 min
The Ford Motor Company Celebrates 120 Years of Loyal Customers! (Archive Episode) (#688)
Today we are re-publishing this fantastic episode from our archive as our planned episode has been delayed for technical reasons. As Ford Motor Company celebrates 120 years of innovation, we’re bringing back one of our standout conversations — this time with Beth Leverton, Director of Rewards, Loyalty & CX at the Ford Motor Company. Originally recorded after the Comarch User Group conference in Poland, this episode dives into what it takes to build customer loyalty for a global giant that operates in over 126 countries. Beth shares the evolving vision behind Ford’s loyalty strategy — how they’re balancing legacy with future-focused thinking, and what loyalty looks like beyond the dealership floor. Whether you missed it the first time or are tuning in again, this conversation is packed with insights into customer experience, emotional loyalty, and brand trust at scale. Hosted by Paula Thomas Show Notes :- 1) The Ford Motor Company 2) Beth Leverton⁠ 3) www.Loyalty TV⁠
Jul 17, 2025 · 39 min
American Airlines C-Suite Insights: Loyalty & Experience with CCO Heather Garboden (#687)
]Join us as Heather Garboden, Chief Customer Officer at American Airlines, reveals how the airline is reshaping customer loyalty beyond traditional rewards programs. From enhancing digital tools to elevating premium experiences, Heather shares how data-driven insights and cross-team collaboration are driving initiatives that make travel easier, more personalized, and truly seamless across the OneWorld alliance. Discover how small operational changes—like improved boarding processes and reduced gate-checked bags—are creating big wins for both customers and the airline. This episode dives into the emotional connection, trust, and reliability that American Airlines fosters to turn everyday travelers into lifelong advocates. Hosted by Bridget Blaise-Shamai Show Notes: 1) Heather Garbodin 2) American Airlines 3) Grit: The Power of Passion and Perseverance 4) Moments of Truth 5) AAdvantage from American Airlines - Insight-led Innovation & Industry Leadership 6) AAdvantage - Caring for Loyal Customers through Challenging Times.
Jul 15, 2025 · 47 min
eBucks Rewards Celebrates 25 Years as a World Leader Driving Banking Loyalty (#686)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. eBucks Rewards is truly an exceptional programme as you’ll hear so we're delighted to welcome Pieter Woodhatch - CEO of eBucks Rewards in South Africa as today's guest Owned and operated by First National Bank, it is one of South Africa's leading rewards programmes which has now been rewarding banking customers for 25 years! Pieter today explains how members can earn eBucks while doing everyday things – like filling up with fuel, buying airtime and shopping in their partner retailers including important categories like pharmacy and grocery shopping - and then they can spend those eBucks on anything from a dream holiday to monthly essentials or the latest gadget. Please enjoy our conversation with Pieter Woodhatch from eBucks Rewards. Hosted by Paula Thomas. Show Notes: 1) Pieter Woodhatch 2) eBucks 3) Rassie: Stories of Life and Rugby 4) #416: South Africa’s FNB eBucks Rewards is the biggest winner at The International Awards
Jul 10, 2025 · 49 min
Fueling Loyalty: How ADNOC Is Redefining Convenience Retail (#685)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode Bill Hanifin, CEO Wise Marketer Group, speaks with recognized industry figure Deepak Pradhan, Head of Loyalty Program & CRM at ADNOC Distribution. This conversation will share a vision for the future of convenience and fuel retailing and will surely create “store envy” among many retailers. The state of the art at ADNOC is incredible. Listen as we dig into how ADNOC is innovating in customer loyalty in this new retail model. The episode is sponsored by Comarch. Show Notes:- 1) Deepak Pradhan 2)ADNOC Distribution
Jul 8, 2025 · 40 min
Developing a game changing, zero liability points program to the Australian hospitality market (#684)
Matt Zimmerman, a loyalty professional with years of experience across hospitality, gaming and travel.Matt’sloyalty journey began for with sheer persistence —after two years of consistently calling, they finally secured a role as a Loyalty Analyst at Albertsons (the U.S. equivalent of Woolworths). From there, the moved into the fast-paced world of Caesars casinos, followed by several loyalty consulting roles that honed their strategic expertise. A move to Australia opened new opportunities, including leading the loyalty program at HotelClub, then joining Menulog during the height of COVID. Most recently, they transitioned to the product space at Endeavour X, where he designed and launched a new loyalty program, pub+, and app from the ground up. Hosted by Carly Neubauer Show notes: 1) Matt Zimmerman 2) pub+ 3) Peter Principle
Jul 3, 2025 · 52 min
Cadillac Fairview Is A Curator Of Mall Moments That Matter (#683)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode of the Wiser Loyalty podcast series, Aaron Dauphinee, the CMO of Wise Marketer Group, talks with the VP of Marketing at Cadillac Fairview, Craig Flannagan. Craig is one a senior marketing executive that has successfully stitched his customer and community marketing savvy across IBM and Microsoft into curating customer experiences at Canada's premier commercial real estate agent that operates some of the countries highest-performing shopping centres. He shares his perspective on loyalty being immersive of the human element, which begins from creating experiences that draw people into their spaces and then sees them return. A very progressive conversation on what loyalty looks like in a non-traditional sector (mall loyalty) that is intertwined with one more core (retail loyalty). This episode is sponsored by Comarch. Show Notes: 1) Craig Flannagan. 2)Cadillac Fairview 3)Aaron Dauphinee 4) The Power of Moments * (Book) *In this episode, the guest mistakenly refers to the book by an incorrect title. The correct title is The Power of Moments We appreciate your understanding and hope you enjoy the conversation.
Jul 1, 2025 · 32 min
The Four Dimensions of Loyalty: Insights from Ogilvy One’s Dayoán Daumont (#682)
In this episode, Charlie Hills interviews Dayoán Daumont, Head of Strategy at Ogilvy One, where he leads consumer engagement and loyalty strategy across the entire brand ecosystem for clients such as FIFA, Nestlé, and Michelin. Dayoán blends behavioural insight with creative precision to transform fleeting moments into lasting relationships. The conversation explores his favourite book and loyalty programmes, key highlights and learnings from the initiatives he has led, and an in-depth look at Ogilvy One’s new loyalty research, The Four Dimensions of Loyalty. Show Notes: 1) Charlie Hills 2) Dayoán Daumont, 3) Ogilvy One 4) The Four Dimensions of Loyalty 5) Neuromancer
Jun 26, 2025 · 34 min
Scooter’s Coffee: Brewing Success in the US Coffee Business (#681)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode, Bill Hanifin, Managing Editor, The Wise Marketer, speaks with Mitch Walden, Sr. Director Digital Marketing & Loyalty, Scooter’s Coffee. Scooter’s Coffee was founded in Nebraska over 25 years ago and now operates over 800 locations in 29 states in the US. Mitch is responsible for driving success for digital, loyalty, customer activation and owned social media strategies for Scooter’s coffee. His insights in this conversation will shed light on how this major coffee brand is creating growth and profitability through application of a coordinated digital strategy and a focus on customer loyalty. Episode is sponsored by Comarch. Show notes: 1) Mitch Walden 2)Scooter’s Coffee 3) Bill Hanifin 4) The Wise Marketer 5) The Energy Bus (Book)
Jun 24, 2025 · 47 min
Puntos Palacio: una estrategia holística de lealtad (#680)
This episode of Let's Talk Loyalty & Loyalty TV is in Spanish. Hoy nos adentramos en el fascinante mundo del lujo y la lealtad con una invitada excepcional, Esther Subias Hernandez. Exploraremos cómo Puntos Palacio, más allá de ser un programa transaccional, es una estrategia holística que integra experiencias exclusivas, comunidades vibrantes y una profunda personalización basada en la data, elevando la relación con sus clientes a un nivel Totalmente Palacio. ¡Prepárense para descubrir los secretos de la lealtad en el segmento más exclusivo del retail! Hosted by Alex Saul Show notes: 1) Esther Subias Hernandez 2) El Palacio de Hierro 3) Pour Your Heart Into It – Howard Schultz
Jun 19, 2025 · 31 min
Flying High with Kris+: Growing Singapore Airlines’ Loyalty in Australia (#679)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. Udhara De Silva is the Head Loyalty Marketing for Singapore Airlines in Australia, being involved in the successful launch of Kris+ in in November 2023, and growing the Australian KrisFlyer member base to become the largest outside of Singapore and localising the global KrisFlyer programme content to resonate with Australian consumers and anchor the Singapore Airline brand. Hosted by Carly Neubauer This episode is sponsored by Comarch Show Notes: 1) Udhara De Silva 2) Singapore Airlines 3) KrisFlyer 4) Kris+ 5) Hidden Potential (Book) 6) Singapore Airlines Launches Kris+ Loyalty Program in Australia -2024 episode
Jun 17, 2025 · 45 min
From Treats to Trust: Insights from Pets at Home (#678)
In this episode, Charlie Hills is delighted to interview Madeline Shaw, the Marketing Director of Pets at Home. Madeline and her team develop and deliver the Pets Club programme for Pets at Home, the UK’s leading pet care business. The company is dedicated to providing the best products, services, and advice to support pet owners throughout their pet care journey. In this conversation, we’ll learn about Madeline’s favourite books, her career highlights, key learnings from the programmes she’s worked on, and a deep dive into the Pets Club loyalty programme. Show Notes: 1) Madeline Shaw 2) Pets at Home 3) Pets Club 4) Charlie Hills 5) Black Box Thinking (Book)
Jun 12, 2025 · 27 min
Azul Airlines (Brazil) - Global Innovations in Airline Loyalty (Ep #677)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. Today's episode features Raffael Fappiano Neto, the Product Manager for Loyalty at Azul Airlines. Founded in 2008, Azul Airlines is now the largest airline in Brazil in terms of number of flights and cities served, and in 2020, they won the award for best airline in the world by TripAdvisor Travellers' Choice. Raffael is responsible for Airline Products and Loyalty Projects at Azul Airlines, and he joins us today to share some highly innovative and even disruptive ideas - such as the option for members to burn their miles BEFORE they even EARN them! He also shares insights on their paid program – a subscription product which includes an option to pay a monthly fee and potentially earn tier status even without flying frequently. I hope you enjoy our conversation and a huge thanks to Comarch for the introduction! Episode is sponsored by Comarch. Hosted by Paula Thomas. Show Notes: 1) Raffael Fappiano Neto 2) Azul Airlines 3) Don't believe in Everything you Feel (Book)
Jun 10, 2025 · 37 min
Circle K's Pokémon Go Partnership - An Award-Winning Game Driving Footfall (Archive Episode) (#676)
Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons and ow also available to watch on www.Loyalty.TV and listen on Let's Talk Loyalty Today’s conversation features Circle K, one of the world’s leading convenience and fuel retail businesses, operating over 14,200 stores in 26 countries. In this episode, we explore how Circle K launched a cutting-edge global concept powered by gamification, strategic partnerships, and technology – all designed to deliver on their biggest commercial goal: driving both loyal and new customers into store. We also highlight a major accolade: Circle K Norway was named the 2023 NACS European Technology of the Year, a testament to their industry leadership. And with many of Circle K’s senior marketers based in my hometown of Dublin, it was a pleasure to speak with MJ Tierney, Head of European Marketing at Circle K. Tune in to hear how innovation and loyalty go hand in hand at Circle K. This episode was recorded and previously released in 2023. Hosted by Paula Thomas. Show Notes: 1) Circle K 2) MJ Tierney 3)2023 NACS European Technology of the Year 3) Inner Circle Rewards Program
Jun 5, 2025 · 40 min
Inside Decathlon Membership: Loyalty Insights with Pablo Sardina (#675)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode Charlie Hills interviews Pablo Sardina, the Global Loyalty Senior Product Manager for Decathlon Membership. Pablo is a Growth and CX Expert in Sports Retail, focused on loyalty and relational models. He has spent the last 7 years dedicated to drive digital products business value by delivering the optimal marketing strategy, including customer insights gathering, go to market strategies and campaigns and activations planning. Today we will be learning about his favourite books, highlights and key learnings from the programmes he has worked on and all about Decathlon membership. Hosted by Charlie Hills Show Notes : 1) Pablo Sardiña 2) Decathlon Membership 3) European Loyalty Whitepaper 4) Mando - Connect 5) The Lean Start Up (Book)
Jun 3, 2025 · 34 min
Paula Thomas, Oprah of Loyalty wins The 2025 International Loyalty Personality of the Year (#674)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. Today’s episode is hosted by Amanda Cromhout, featuring a special guest – our very own Paula Thomas. In this conversation, Paula shares the inspiring origin story of Let’s Talk Loyalty – from spotting a gap in the market to launching the industry’s first podcast dedicated to loyalty, and eventually expanding into Loyalty TV. Now over five years old, Let’s Talk Loyalty has evolved into a powerful voice in the B2B space. Paula reflects on the journey so far and how, with its impressive reach and engagement, the show continues to outperform typical industry benchmarks. Naturally, the conversation also touches on a proud recent milestone: Paula’s recognition as the International Loyalty Personality of the Year 2025 – a moment of celebration for both her and the entire team behind the scenes. Show Notes : 1) Amanda Cromhout 2) Paula Thomas 3) Let’s Talk Loyalty 4) Loyalty TV 5) Wishes Fulfilled by Dr. Wayne Dyer