This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

As the market leader providing telecoms services to over 37 million people in South Africa, Vodacom is an award-winning consumer brand that launched an exciting new loyalty programme called Vodabucks in August 2020.

Designed to recognise, reward and drive key behaviours across all consumer segments of the business, the programme is part of an ambitious plan to expand the business "from a telco to a techco".

Listen to this episode of "Let's Talk Loyalty" to hear my conversation with the man behind the programme, Jorge Mendes, who shares his goals and challenges to win customers hearts and minds in an intensely competitive market where SIM swapping between networks is commonplace.

Vodabucks is truly an exciting programme that leverages the best loyalty concepts from around the world, that's built in partnership with a portfolio of brands across the country using gamification to engage customers and truly drive profitable behaviour for the business.

Show Notes:

1) Jorge Mendes - Chief Officer: Consumer Business, Vodacom Group Exco Member

2) Vodacom

3) Vodabucks loyalty programme