Let's Talk Loyalty

"Beyonde" is a customer experience consulting firm based in Sydney Australia, with a single-minded focus on identifying, evaluating, and implementing the best global solutions to create compelling loyalty concepts.

This episode features the latest customer strategy and inspiring loyalty propositions that the Beyonde team are exploring.

Listen to hear Managing Director Simon Rowles talks about data – no longer as “the new oil” but as an even more powerful and profitable asset now that it is becoming increasingly share-able even despite our increasingly restrictive privacy laws worldwide.

We also hear some incredible statistics around a way to drive customer or employee loyalty using the power of fractional ownership, as well as increasingly important option to allow loyalty members to aggregate their rewards across programmes.

Show Notes:

• Simon Rowles - Managing Director, Beyonde
• Beyonde
• Favourite program : Commonwealth Bank of Australia – Yello : https://www.commbank.com.au/latest/recognition.html
• Yello is a loyalty program (“The end game – you framed it as a loyalty platform – is exactly that,” said Norton-Smith).
• Data is the new "nuclear waste" from David Birch
• Cross Company Customer Data Sharing from Ixup
• Banks launching data sharing services
• Points pooling with Swapi and Bakkt
• Fractional shares as loyalty rewards with Upstreet
• Fractional Carbon Credits as loyalty rewards with BetaCarbon
• Renting instead of buying at an apparel retailer with RNTR
• A secondary market for fashion with Reflaunt
• Carbon Tracking in bank apps with Cogo
• NFTs before they were NFTs – Ben & Jerrys and BlockV

In this short summary show, I review my interview with Mike Atkin, also known as the "Loyalty Guru", in which he shared the framework that he uses to expertly assess any loyalty program against industry best practice.

With any loyalty investment, it's essential to know what's working and what's not, so listen to learn how the "Loyality Check" works, so you can access the same key principles, and understand if your loyalty program is working as powerfully as it should!

Show Notes:

1) Mike Atkin

2) Full interview is available here

Bilt Rewards is an innovative US-based loyalty program that was created in 2021 to make rent more rewarding!

The program is just one year old, yet it has already transformed the home rental industry, by tracking, rewarding, and reporting on-time rent payments by tenants, in a way that creates an exciting path to home ownership and offers members ways to earn cheaper travel and plan the trip of their dreams!

We are joined today for a second interview by Dave Canty from Bilt Rewards, who shares the latest developments within the program, both in terms of its core proposition, as well as their latest partnerships with Expedia and Amazon.com.

Join us to hear the latest on this program and its mission to support landlords, tenants, and partners who all benefit by making renting more rewarding.

Show Notes:

1) Dave Canty

2) Bilt Rewards

3) Bilt Rewards Youtube Channel

Today is a short summary show of our interview with Bart Demczuk, Managing Director at Comarch Middle East, who joined "Let's Talk Loyalty" in 2021 to share his perspective on our industry and what key issues were top of mind with his loyalty marketing technology clients in the Middle East region.

Bart shared his insights and expertise on how to best manage the data that we collect on our customers, given the importance of balancing privacy and personalization in a way that customers truly value.

We also discussed the importance of building direct relationships with your customers, as well as Bart's advice on what KPIs are most important for loyalty program managers to measure and manage.

Show Notes:

1) Bart Demczuk

2) Comarch Loyalty Marketing Platform

3) #112: Loyalty Challenges and Trends with Comarch’s Bart Demczuk

Adore Beauty has had incredible growth and success in recent years, and is now Australia's top online pure-play beauty retailer.

In 2020, the eCommerce business launched an innovative non points-based loyalty programme called the Adore Society.

With exclusive benefits for each loyalty tier based on member's spend, the Adore Society also focuses on education, compelling content and entertainment for customers, which together which are driving incredible growth and loyalty.

Miranda Bliss is the brains behind this compelling customer-focused loyalty programme, so listen to learn the key insights from their success.

Show Notes:

1) Miranda Bliss

2) Adore Beauty

3) Adore Society

Web 3.0 is of the hottest topics in business right now, but most of us have yet to figure out what the potential could be for these newest technologies within our loyalty programs.

Whether it's blockchain technology, crypto-currencies, the metaverse, or NFT’s, few can figure out whether the opportunities they offer are purely for fun or for real commercial consideration!

Joining me on this show to help separate facts from fiction is Stuart Evans, a Web 3.0 strategy advisor with a passion for understanding these emerging technologies so that he can create concepts that drive loyalty by exciting consumers in ways we haven't seen before.

For all of us working in loyalty marketing, whether you're fully versed in Web 3.0 or not, please enjoy today's conversation with this inspiring thought leader who shares some great ideas to get started playing in the wonderful world of Web 3.0!

Show Notes:

1) Stuart Evans

Today, "Let's Talk Loyalty" meets airline industry thought-leader Mark Ross-Smith, who shares his insights on global airline loyalty programmes – their role, positioning, and potential for greater profits with seemingly plenty more room for growth!

It's a fascinating discussion about innovative ideas to drive customer loyalty, learning from both the gaming industry as well as strategies that have been adopted by some leading airlines with great success.

We hear some fascinating recent valuations of airline loyalty programs compared to the values and margins earned by the airlines who own them. Mark then shares some challenging ideas about the commercial positioning of each business in the post-pandemic world of aviation, and whether loyalty leaders should have a seat in the boardroom and why.

Show Notes:

1) Mark Ross-Smith

2) StatusMatch.com

3) traveldatadaily.com

4) Digital Driving Growth in KFC China

5) Measuring Loyalty – Tracking passengers who fly with competing airlines

How can a financial services firm like Old Mutual compete against a powerful market leader, in an industry that consumers often find confusing and expensive!

The answer is by adding incredible value and being loyal to members so that they learn to trust your brand, even before they need to buy your products.

In this short summary, learn the ideas and insights that are driving growth, connection, and financial wellbeing with Old Mutual's members and customers.

Show Notes:

1) Brett Cameron - Head of Rewards, Old Mutual

2) Old Mutual

3) #106:Intense Competition Driving Loyalty Innovation by South Africa's Old Mutual

Today’s episode features key insights from the industry's best-known research report that’s produced every year by Bond Brand Loyalty.

Featuring insights from more than 39,000 consumers in eleven markets including North America and Europe, it includes consumer loyalty feedback on over 750 consumer brand programs in 15 industries.

This episode features Alie Donnelly and Sean Claessen from Bond Brand Loyalty, who share their initial insights that have just been published in the first post-pandemic version of “The Loyalty Report 2022”, and their “Pathways to Growth Guide”.

From the importance of how brands are addressing societal issues through to the ongoing fundamental shift in consumer’s expectations of the loyalty programs they engage with, today’s conversation highlights the important issues, ideas, and innovations that are proving essential to drive consumer loyalty in 2022 and beyond.

Show Notes:

1) Bond Brand Loyalty

2) Alie Donnelly

3) Sean Claessen

4) "Pathways to Growth Guide"

5) “The Loyalty Report 2022” Press Release

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