Let's Talk Loyalty

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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Today's episode of "Let's Talk Loyalty" features exclusive insights from an award-winning UK loyalty programme that's loved by millions.

The brief: How can you make customers feel truly recognised and appreciated when faced with negative media perceptions, industry regulations and an intensely competitive landscape? British Gas Rewards set out in 2017 to do exactly that.

Instead of a points-based coalition programme, customers were asking for simplicity and exclusivity and so the new British Gas Rewards team created a unique format and customer proposition in record time.

In partnership with detailed data and UK loyalty market insights from their partnerships/marketing agency Mando-Connect, British Gas built an award-winning loyalty programme that has successfully reduced churn and increased NPS with millions of customers.

Listen in to the last episode of our first season of "Let's Talk Loyalty" to learn lessons on how a passionate team can achieve speed and scale when driven by a vision of excellence and empowered by C-Suite support.

Show Notes:

British Gas Rewards: https://www.britishgas.co.uk/rewards.html

British Gas Rewards Partnership Agency: www.Mando-Connect.co.uk

Report/research: What UK consumers think about loyalty:

https://www.mando-connect.co.uk/research-yougov-what-brits-think-of-loyalty/

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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KPMG is one of the world's top management consulting firms and one of the "Big Four" accounting organisations globally with offices in over 150 countries globally.

Its advisory services include advising governments, public and private firms on best practice in customer experience and driving loyalty.

This includes comprehensive research including its latest report entitled: " The Truth about Customer Loyalty" - described as a report in which the world’s consumers reveal what keeps them coming back.

A comprehensive interview discussing this brand new global loyalty report (published November 2019) with Selim Tanfous, KPMG Associate Director for the Lower Gulf Region.

Show Notes:

The Truth About Customer Loyalty - 2019 edition

Customer Experience Report 2019 edition.

Me, My Life, My Wallet (2018 KPMG Loyalty Research Report)

Other Loyalty Resources:

Loyalty 360 - The Association for Customer Loyalty

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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The British Airways Executive Club is an industry-leading loyalty programme designed to engage frequent fliers all over the world. This episode discusses how British Airways is using the Executive Club to differentiate itself in the truly competitive landscape of airline travel.

As Loyalty Manager for British Airways, Niall Rooney shares his insights on key trends in loyalty marketing and how customer preferences and performance are driving the airline's internal thinking to ensure these key customers are continually recognised and rewarded.

Niall also shares some great statistics on how and why British Airways Executive Club continues to improve capacity to reward seats for customers, as well as key areas of focus for the airline.

Show Notes:

1) Innovation Agency that British Airways Executive Club partnered with for loyalty ideas and insights.

https://www.happen.com/

2) Press Release and key statistic:

"British Airways Greatly Boosts Reward Seat Availability"

https://www.ideaworkscompany.com/june-26-2019-press-release

3) Simple Flying.com

This episode is published in partnership with Simple Flying.com - the go-to source for everything in global aviation.

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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Climate change is the number one concern for millions of people around the world - whether we've been directly affected by it or simply alarmed by the damage our lifestyles are doing to the planet.

It's time to find tools to measure and minimise our impact on the planet and Earth Rewards is a brand new solution doing exactly that!

Listen to this episode to learn how ANY loyalty programme can partner with Earth Rewards to make a real difference to the environment and impress consumers by demonstrating a real commitment to taking action. We also chat about how we as individual consumers can take positive action too.

Show Notes:

Website: https://earthrewards.net/

Nielsen Research on Importance of Brands supporting the environment: https://bit.ly/33oceHn

Deloitte Millennials Research: Report.

Book by Mike Berners-Lee: How Bad Are Bananas?

Contact:

Email: paula (at) letstalkloyalty.com

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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Sports fans are incredibly loyal advocates of their Clubs - sometimes from generation to generation. So why would a professional football Club like AS Roma invest in a loyalty programme??

This episode discusses the clever strategies and approach taken by AS Roma with the help of their agency Advice Group - resulting in them winning three separate loyalty awards in the 2018 Loyalty Magazine Awards - including Best Regional Champion of the Year for Western Europe.

I interview Laura Cagnacci about their strategy and performance and insights from various industries driving loyalty and direct relationships with customers.

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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For anyone involved in designing and operating loyalty programs, a key goal is to understand why loyalty programs can sometimes fail to prevent that happening to yours!

The "Delphi Report" is released each year to source insights from leading loyalty practitioners around the world and this year's topic is exactly this question.

This free report features insights from 34 experts from 14 different loyalty markets around the world for their insights on "Why Programs Fail".

This podcast discusses the top five and explains where you can download the full report for free.

Produced and directed by Mike Capizzi of Marketing Strategists LLC, co-founder of The Wise Marketer Group and Dean of The Loyalty Academy.

Resources:

Download the FREE report "Why Loyalty Programs Fail"

https://www.thewisemarketer.com/research/introducing-the-2019-delphi-report-why-loyalty-programs-fail/

https://www.thewisemarketer.com/

https://loyaltyacademy.org/

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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7-Eleven Denmark won the "NACS International Convenience Retailer of the Year" 2019 award - having reinvented its business from a kiosk operator to a destination for Danish consumers to enjoy fabulous healthy food.

From perfecting its products to connecting with customers, 7-Eleven is a customer-centric company with a vision to continuously innovate as a world-leading retailer, already operating a powerful loyalty programme with a mission to truly connect with customers.

Join episode ten to hear how Managing Director Jesper Østergaard thinks about winning customer loyalty, using global insights and digital tools to differentiate his stores in the busy world of convenience retail!

Show Notes:

Consumer trends insights and reports:

https://www.pejgruppen.com/en/

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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After seven incredible interviews, this episode looks back at the seven key lessons I've learned from my expert guests on the show.

"Let's Talk Loyalty" is designed to be educational and inspiring for any of us focused on engaging customers and retaining them to drive profitable business growth.

This summary episode is perfect if you've missed any of the great interviews - so you can listen back to anything relevant - or simply catch up with some inspiring statistics about our industry.

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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Few loyalty professionals can boast in excess of two decades of expertise running loyalty programmes across both consumer and business brands.

Leanne Papaioannou set up "Chilli Pepper" as Ireland's only dedicated strategic loyalty agency over sixteen years ago, to advise customer-focused clients how best to capture, understand and convert marketing insights in to loyalty programmes and customer strategies that drive true brand advocacy.

Leanne's expertise spans fuel and convenience retail, insurance, telcos, energy and our conversation includes insightful ideas from the evolution of loyalty practices in the Irish market, through to the latest global insights on capturing and driving your net promoter score in new and useful ways.

Key Resources Recommended in this Show:

1) Glassbox brands concept:

https://trendwatching.com/quarterly/2017-09/glass-box-brands/

2) Net Promoter Score concept (NPS):

https://hbr.org/2003/12/the-one-number-you-need-to-grow

3) Customer Trends and Insights:

https://www.jwtintelligence.com/

https://trendwatching.com/

4) Forrester Research: Customer Loyalty Playbook 2019

https://www.forrester.com/playbook/The+Customer+Loyalty+Playbook+For+2019/-/E-PLA250

Contact Details:

https://www.linkedin.com/in/leannepapaioannou/

http://www.ChilliPepper.ie

This episode is sponsored by Capillary Technologies

aiRA is an on-demand analytics agent for customer insights.

aiRA gets you insights and analytics from your data, no matter what loyalty management platform you use or what industry you work in.

And you don’t need anyone to write a query, you ask in plain language, it reads your data and you get an answer in minutes.

Click here to learn more and book a meeting.

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Helène Brand is one of the team of loyalty marketers responsible for the outstanding performance of the internationally-recognised and award-winning loyalty programme in South Africa called "My School My Village My Planet".

In this episode, she talks through the advantages and challenges of using a community-based loyalty programme and the incredible results that can be achieved when it's done well.

Helène now works as a freelance marketing consultant and she's passionate about using storytelling to define your brand's purpose, creating compelling concepts which drive consumer loyalty both directly and indirectly.

She also shares a fantastic example of leveraging intentional behaviours to drive social change with a case study about an organisation called "Global Citizen" - a new model for loyalty that brands can connect with if they are focused on creating social or environmental change.

Show Notes:

Hèlene Brand - LinkedIn profile

Email: [email protected]

Resources

• Don Miller’s StoryBrand: Book and Podcast
• Michael Hyatt: Lead to Win podcast
• Nudge: Book by Thaler and Sunstein on how to improve decisions about health, wealth and happiness - useful as someone in the loyalty space who wishes to influences customer behaviour that will maximise benefit for the customer and the business.