Let's Talk Loyalty

Australia is renowned as a sophisticated market when it comes to loyalty - and who better to talk us through it than Sarah Richardson - Chairperson of the Australian Loyalty Association. Sarah has an extensive career that spans over twenty years in direct marketing, CRM and also strategic loyalty programmes on both the agency and client side. 

Sarah now operates her own consultancy firm and loves to bring together the loyalty community in key cities in Australia to share ideas, training and inspire each other.

Show Notes: 

https://www.linkedin.com/in/sarah-richardson-47852155/

https://www.australianloyaltyassociation.com/

https://www.sciensa.com.au/

Film, music and games are all assets that loyalty programme owners can leverage to drive emotional engagement with members. Listen to this episode to hear partnerships expert Tom Sugg from Brand Culture London explain how to leverage the power of the world's most popular entertainment brands as partners to engage your customers around their passion points. 

Running a loyalty programme can be challenging in many ways - with so many internal stakeholders and members to manage,. From platform decisions, through to legal and privacy management and of course increasing expectations for programmes to drive measurable returns. 

Who can you turn to for advice, a second opinion and access to global loyalty brain power? One place is the "Customer Strategy Network" - of which I'm delighted to be a member.  

Our organisation is a global network of loyalty practitioners available to support loyalty projects on a freelance and flexible basis as needed. 

Today I chat to Nick Chambers who leads the Customer Strategy Network and we discuss the types of projects we support and work we do - for those time when you might need some extra support to optimise your loyalty programme. 

With fifteen loyalty experts across 11 countries worldwide, there's always help on hand if you need it. 

Show Notes:

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

https://www.customerstrategynetwork.com/

Today's episode discusses my ideas on loyalty TRENDS emerging for 2020 and beyond. 

Beyond the more frequently-touted ideas around personalisation, subscription programmes and environmental considerations, I've chosen three topics that excite me that include some innovative opportunities to consider as you plan your programme's evolution.

Show Notes:

1) The CX Academy: https://thecxacademy.org/

2) Gartner Customer Experience Survey: https://www.gartner.com/smarterwithgartner/key-findings-from-the-gartner-customer-experience-survey/

3) McCafe Campaign - Creating Emotional Loyalty: http://www.liquidbarcodes.com/mcdonalds-loyalty-campaign-brewing-good/

4) PWC Report on Voice Assistants: http://explore.pwc.com/c/pwc-voice-assistants

Deon Olivier is an expert loyalty consultant in South Africa with over two decades of experience across telecommunications, financial services and fuel and convenience retail. Today we discuss Discovery Vitality - a world-leading loyalty programme within the health insurance, car insurance and banking sectors. We also discuss some unique concepts within retail banking as well recent developments in fuel retail and convenience stores in the South African market. 

Show Notes:

Deon Olivier: https://www.linkedin.com/in/deonolivierwoodstock/

Harvard Business Review Case Study: https://store.hbr.org/product/discovery-limited/715423

Press Release: Apple Technology: https://bit.ly/2uwlNbB

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/

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.

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.

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

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.