Let's Talk Loyalty

What happens when two loyalty experts stop agreeing and start challenging everything?

Adam Posner and Carly Neubauer bring their bold, unscripted Loyalty Roast format to Let's Talk Loyalty & Loyalty TV , tackling the biggest debates shaping the industry today.

From whether friction can actually strengthen experiences, to the truth behind emotional loyalty and the risks of disguising benefit cuts as improvements, this episode delivers honest opinions, fresh perspectives, and a provocative look at the future of loyalty in the age of AI.

Hosted by Charlie Hills

Show Notes:

1) Adam Posner

2) Carly Neubauer

3) Unreasonable Hospitality - Book recommendation

4) Behave - Book recommendation

In this Best of the Back Catalogue episode of Let's Talk Loyalty, we revisit the story of Wiiv Rewards, Mauritius' pioneering coalition loyalty programme launched by IBL Group.

Designed to unite leading brands across grocery, pharmacy, transport and leisure, Wiiv built a community-first loyalty ecosystem that quickly gained international recognition. In 2018, the programme won the Regional Loyalty Champion Award for the Middle East & Africa and was Highly Commended for Best New Loyalty Programme Launch at the Loyalty Magazine Awards.

A timeless conversation exploring coalition loyalty, community engagement and the strategies behind one of Africa's most celebrated loyalty programme launches.

Show Notes:

1)Wiiv Rewards, Mauritius

2)Delphine Lagesse

3) Cécile Henry

4)#57: Award-winning loyalty programme in Mauritius - Wiiv Rewards

Wise Marketer Group's CMO, Aaron Dauphinee, connects with PNC Bank's Head of Loyalty Strategy and Platforms, Victoria Dravneek, to talk about how PNC Bank is building genuine customer loyalty in a category where trust is the product - and what the launch of PNC TotalRewards tell us about the future of relationship banking.

In April 2026, PNC Bank officially launched PNC TotalRewards — a new relationship-based loyalty program that gives clients a clear, structured way to see the value of their banking relationship and earn greater benefits as that relationship grows. With Silver, Gold, and Platinum tiers tied to relationship depth — and benefits spanning enhanced credit card rewards, elevated savings rates, cash rewards on lending, and priority servicing — PNC TotalRewards represents one of the most substantive loyalty moves a major U.S. bank has made in years.

Show Notes:

1) Victoria Dravneek

2) PNC Bank

3) PNC TotalRewards

4) Ultimate Question by Fred Reichheld

In this Best of the Back Catalogue episode, we revisit our conversation with Camilo Courtenay, Former Loyalty Product Manager for Vodafone UK's award-winning VeryMe Rewards programme.

Launched in 2018, VeryMe Rewards has become a standout example of customer loyalty in the highly competitive telecommunications sector, delivering personalised experiences and driving nearly 30 million reward redemptions in just two years.

Camilo shares how Vodafone uses partnerships, personalisation and customer feedback to create meaningful rewards that go beyond transactions. He also explores the brand's innovative gifting strategy, designed to build emotional loyalty by delighting customers and even extending value to their family and friends.

This episode is packed with practical insights for loyalty professionals looking to strengthen retention, create emotional connections and design loyalty programmes that stand out in crowded markets.

Show Notes:

1) Camilo Courtenay

2) Vodafone UK

3) VeryMe Rewards

4) #55: Vodafone UK's Loyalty Programme - Very Me Rewards with Camilo Courtenay

Today’s edition of Let’s Talk Loyalty and Loyalty TV discusses ITA Group’s latest loyalty research “Quantifying Customer Loyalty’s Hidden Drivers”, featuring educational and actionable insights around the power and importance of emotional connection.

Our guest is Chris Jones, Senior Vice-President for ITA Group.

Based in the USA and 100% employee owned, ITA Group is a global engagement and loyalty consulting company that helps clients improve business performance through experiences, incentives, loyalty programs, research, and technology.

Chris unpacks this research showing that emotionally connected customers visit 8x more often and spend about a third more than other customers, using real examples from leading brands like Casey's, North Face, and Chewy.

The research also shows why frontline employees can make or break a program, and where AI genuinely adds value in personalization at scale.

Hosted by Bridget Blaise-Shamai

This episode is sponsored by ITA Group,Inc.

Show Notes:

1)Chris Jones

2) ITA Group Research: Quantifying customer loyalty’s hidden drivers

3) ITA Group Research: Transforming Customer Loyalty Programs

4) For more information about ITA Group’s Customer Loyalty Solutions: https://www.itagroup.com/what-we-do/customer-loyalty

5)Book recommendation: How Great Ideas Happen: The Hidden Steps Behind Breakthrough Success:

This week, we're revisiting a standout episode from the Let's Talk Loyalty's back catalogue, first released in 2020. Pavel Los, Former Global Loyalty Manager at Shell, shares how one of the world's largest brands built award-winning loyalty programmes across multiple markets—covering customer value, partnerships, meaningful measurement and sustainability.

Six years on, these insights remain just as relevant for anyone designing loyalty strategies today.

Show Notes:

1) Pavel Los

2) Shell Go+

3) Shell Clubsmart

4) #53: Driving Loyalty in Shell worldwide - Pavel Los shares insights on his award-winning loyalty programmes

Dr Kaveer Maharaj, CEO of The Nudge Lab, who holds a PhD in Loyalty and Behavioural Science joins Let's Talk Loyalty and Loyalty TV to challenge how the industry defines and measures loyalty.

Together we explore whether "loyalty programmes" is even the right term, the three types of loyalty (including the one often overlooked), and why brands struggle to measure true customer value beyond transactions and points. The discussion also highlights key industry challenges, from capability gaps to quantifying emotional and behavioural loyalty in a commercially meaningful way.

A thought-provoking conversation on whether the industry is truly measuring what matters.

Hosted by Lisa Brightwell.

Show Notes:

1) Dr Kaveer Maharaj

2)The Nudge Lab

3)The Psychology of Money by Morgan Housel

This week, we revisit our conversation with Kim Hardaker Former Vice President of Loyalty & Partnership from Etihad Guest, now VP of Loyalty & Sustainability at Riyadh Air.

Kim shares how Etihad Guest — with 7M+ members worldwide — evolved through unprecedented disruption, including the launch of its standout "World of Thoughtfulness" campaign.

Show Notes:

1)Kim Hardaker

2)Etihad Guest

3) #48: Etihad Guest - Loyalty Insights from Etihad Airways

This episode of Let’s Talk Loyalty and Loyalty TV is a Perfect Master Class in Gamification. We had the pleasure of talking to Mrinalini Chowdhary, Director of Strategy and Insights at EMEA Epsilon.

Epsilon has been helping clients deliver loyalty objectives globally for more than 50 years. Epsilon Loyalty combines deep loyalty expertise with enterprise-grade technology to create growth-based programs that fundamentally change habits and deliver measurable long-term value to its clients.

However, today's podcast is not about technology. It is not about points, tiers, business rules.

It is about gamification, changing customer behavior through truly understanding consumer psychology.

Hosted by Amanda Cromhout

This episode is sponsored by Epsilon.

Epsilon has been helping clients deliver on their loyalty objectives globally for more than 50 years. Today, Epsilon Loyalty combines deep loyalty expertise with enterprise-grade technology to create growth-based programmes that fundamentally change habits and deliver measurable long-term value.

Show Notes:

1)Mrinalini Chowdhary

2)Epsilon

3)Atomic Habits - James Clear

We revisit insights from Dell’s Mitch Kennedy on how one of the world’s most iconic technology companies is “powering the next technological revolution” through loyalty and engagement innovation.

With a strong focus on clear and measurable business outcomes, Mitch shares perspectives on the effectiveness of transactional rewards, the growing role of gamification, and the importance of understanding human psychology in shaping customer behaviour. The conversation also highlights the evolution and global impact of Dell’s Advantage Rewards programme and broader loyalty initiatives.

Show Notes:

1) Mitch Kennedy

2) Dell Advantage Programme

3) Book: Drive: The Surprising Truth about What Motivates Us by Daniel Pink

4) Book: Actionable Gamification by Yu-Kai Chou

5) #46: Dell's Global Loyalty Lead - Exploring Gamification