Let's Talk Loyalty

How do you differentiate one hotel brand in such an ultra-competitive industry? By focusing on authentic, heartfelt ideas and initiatives that go way beyond anything your guests ever expect.This is just one of the insights I learned last year when I chatted with Shirley King who has over 25 years driving engagement and loyalty for Kimpton Hotels and IHG both at home in the USA and internationally.Listen to hear how her instinctive loyalty mindset helped her create some of the industry's most iconic programs, as well as some of the ideas she was thinking through for the future to create even greater loyalty in a post-pandemic world. Show Notes: 1) Let's Talk Loyalty Episode #47 - Shirley King IHG Rewards Club

What a wonderful opportunity to reflect on the impact of the global pandemic on the Emirates Skywards loyalty programme.I was joined by Dr Nejib Ben-Khedher for a second time, who shared some fascinating insights on the most powerful initiatives they recently launched, with an increased focus on personalisation, powerful partnerships, and innovative technology solutions to create even more compelling experiences for customers.Nejib explains how they've doubled their open rates for Skywards email campaigns, and enhanced the "in-path" experience to multiply their look-to-book ratio, going back to basics to support the airline as it recovers from the effects of the pandemic on overall travel patterns.We also discuss Skywards+, the latest addition to the Skywards proposition, with insights on who's engaging and why, as well as the gamification approach that's proving increasingly popular. Members compete to claim tickets for unique Skywards Experiences through Emirates-sponsored events such as the Formula 1 racing, football games with AC Milan, Arsenal and Real Madrid as well as world class tennis and cricket to cater to all of their member's passions.We learn the incredible ongoing growth for Skywards despite the pandemic, as well as some extra-ordinary changes in how members are engaging.Finally, we discussed some of the future trends that Nejib is focused on for the next phase of growth for Skywards, with a clear focus on increasing overall loyalty to Emirates with its passengers and members.This episode is sponsored by Valuedynamx ( Part of Collinson Group)Show Notes: 1) Nejib Ben-Khedher 2) Emirates Skywards 3) Skywards Plus 4) McKinsey - Power of Paid Loyalty Programmes5) Skywards Exclusives 

Dell is one of the world's best known computer companies, with a laser focus on driving clear and measurable business outcomes through its loyalty initiatives.In this short summary of my interview with Dell's Mitch Kennedy, I'm summarising the insights he shared on the impact of transactional rewards and the power of gamification, as well as the importance of understanding human psychology in order to drive customer loyalty. Show Notes:1) #46: Dell's Global Loyalty Lead - Exploring Gamification2) Mitch Kennedy, Global Loyalty Strategy Lead, Dell 

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 Partnerships2) Countdown New Zealand3) Simon Rowles 

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 

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

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

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 

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 Motivforce2) Let's Talk Loyalty Episode 43 

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-KLM2) Air France - KLM Website 3) Flying Blue