This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Today's episode discusses the increasing need for customer loyalty in the railway industry for the first time!

Renfe is the leading train company in Spain, carrying over 500 million passengers a year and at 80 years old, they are facing new challenges as a business, with increasing competition not only from cars and flights as in the past, but also now from two new rail operators.

Our interview is with Javier Marin Martinon, Chief Commercial, Loyalty, and Customer Officer, who shares some great ideas that Renfe has already launched for members of its loyalty program – designed to be simple and exciting to understand even when they are sometimes quite difficult behind the scenes to deliver!

A great case study and an example of how to learn about loyalty from other industries to create compelling strategies for your own business needs.

Show Notes:

1) Javier Marin Martinon, Chief Commercial, Loyalty, and Customer Officer

2) Renfe

3) Más Renfe