Most loyalty programmes are built on rational exchanges: points, rewards and incentives. But that is only part of the story.

In this episode Iain Pringle is joined by Max Kenkel, Vicky Elliot and Adam Posner to explore emotional loyalty — the moments of recognition, surprise, service and human connection that make customers feel something, not just earn something.

They discuss why emotional loyalty matters now, where brands get it right and wrong, and how loyalty teams can start building more meaningful moments without losing commercial discipline.

If you work in loyalty, customer experience or brand strategy, this episode is full of practical ideas.