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Let's Talk Loyalty

Paula Thomas
Loyalty Programs
Loyalty Marketing
Customer Experience
Customer Engagement
Customer Loyalty
Gamification
Artificial Intelligence
Customer Retention
Personalization
Digital Transformation
Consumer Behavior
Loyalty
Data Analytics
Brand Loyalty
Capillary Technologies
South Africa
Sustainability
Emotional Loyalty
Loyalty Currency
Cannabis

“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals. If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world. Check out our website on: www.letstalkloyalty.com/

PublishesTwice weeklyEpisodes790Founded7 years ago
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BusinessMarketing

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Latest Episodes

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... more

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 la... more

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... more

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.... more

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Recent Guests

Victoria Dravneek
Head of Loyalty Strategy and Platforms at PNC Bank
PNC Bank
Episode: Beyond the Account Balance with PNC TotalRewards (#789)
Chris Jones
Senior Vice President of Customer Engagement Solutions
ITA Group
Episode: ITA Group Research Reveals Powerful Loyalty Drivers (#787)
Pavel Los
Global Loyalty Program Manager for Shell Worldwide
Shell
Episode: Best of the Back Catalogue | How Shell Built Global Loyalty Success (#786)
Dr. Kaveer Maharaj
CEO of The Nudge Lab, researcher on loyalty definitions and measurement
The Nudge Lab
Episode: Beyond the Points: What Loyalty Really Means | The Nudge Lab (#785)
Kim Hardaker
Head of Etihad Guest program
Etihad Airways
Episode: Best of the Back Catalogue | Creating Emotional Connections That Last (#784)
Mrinalini Chowdray
Director of Strategy and Insights at EMEA Epsilon
Epsilon
Episode: Epsilon: Driving Commercial Change Through Gamification (#783)
Georgia Gkolfinopoulou
Executive at Zeta Global involved in loyalty/data initiatives
Zeta Global
Episode: Zeta Global: Turning Loyalty Data into a Growth Engine (#781)
Chad White
Executive at Zeta Global, GVP of CRM Strategy
Zeta Global
Episode: Zeta Global: Turning Loyalty Data into a Growth Engine (#781)
Rob Chandler
Head of Customer Loyalty at Sky
Sky
Episode: Best of the Back Catalogue | How Sky VIP Redefined Customer Loyalty (#780)

Host

Paula Thomas
Founder/CEO of Let's Talk Loyalty; lead researcher and co-author for top loyalty programs report; subject-matter expert on loyalty programs

Reviews

4.7 out of 5 stars from 97 ratings
  • Great Content

    As a lover of loyalty programs this podcast gives me ideas and keeps me informed from industry leaders. A great listen each week.

    Apple Podcasts
    5
    Loyalty lover
    Australiaa year ago
  • Yea, yea, yea…

    Listening to one episode of the show as the interview came recommended in the industry circles I’m in and after 10 minutes, I’m done… The guest is great and the topic is fascinating, but the constant “yea… yea… mhmm… yea” from the host (while the guest is speaking) is beyond annoying. Maybe it’s a marketing thing?

    Apple Podcasts
    1
    NotSupposedTo
    United States2 years ago
  • Global Loyalty Experts Teaching Is All

    So thankful for all of the learnings, entertainment, and knowledge sharing with this channel. Paula does an amazing job of pulling together those with a passion for loyalty, asking the right questions, and spreading knowledge around the globe!!

    Apple Podcasts
    5
    Beth Lever
    United States3 years ago
  • Fantastic podcast

    As a CSO of a loyalty, partnerships and rewards agency working across numerous programmes, sectors and markets I have found this podcast series an essential listen - for insight, case studies and industry best practice. I value it so highly that I am now actually a Guest Host for the series, specialising in European loyalty insights. Well done Paula! It's a complete triumph and an essential listen for loyalty marketers everywhere. Thank-you for such a great resource.

    Apple Podcasts
    5
    CharlieHills1
    United Kingdom3 years ago
  • Excellent podcast

    One of the best podcasts out there about loyalty, customer, experience, and related concepts!

    Apple Podcasts
    5
    danielmc999
    United States3 years ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Guests and hosts are repeatedly described as industry leaders delivering valuable, real-world guidance.
Fans highlight the high-quality guest lineup and actionable case studies.
Some listeners critique the host's speaking cadence during interviews.
Listeners praise the global perspective and practical loyalty insights.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Talking Points

Recent interactions between the hosts and their guests.

Beyond the Account Balance with PNC TotalRewards (#789)
Q: Walk us through the build versus buy versus partnering decisions for TotalRewards.
PNC pursued a pragmatic approach, leveraging in-house capabilities where possible, evaluating a vendor with similar capabilities for the customer life cycle, and ensuring the chosen solution could integrate with existing card, investment, and loan systems to preserve fidelity while delivering the new unified experience.
Best of the Back Catalogue | Creating Emotional Connections That Last (#784)
Q: How do you measure success in Etihad Guest and simplify data for the organization?
They developed a customer engagement score that aggregates accrual, redemption, and multi-channel engagement, with filters by country and tier to provide a clear, elevator-pitch metric that ties to revenue and penetration.
Best of the Back Catalogue | Creating Emotional Connections That Last (#784)
Q: What initiatives helped sustain engagement during COVID, and what has proven most effective?
Initiatives included a mobile app overhaul for real-time redemption, continued member research to define the program roadmap, gifting of tier miles, and a campaign highlighting acts of thoughtfulness that resonated with members during chaotic times.
Best of the Back Catalogue | Creating Emotional Connections That Last (#784)
Q: How did you end up in loyalty and what was your career path?
Kim describes a progression from marketing and advertising into loyalty through digital roles, leading at Qantas Loyalty before joining Etihad Guest, where she focuses on applying customer-centric, digital-first approaches to loyalty.
Beyond the Points: What Loyalty Really Means | The Nudge Lab (#785)
Q: What are the three types of loyalty and why do they matter?
Loyalty comprises behavioral loyalty (actions), cognitive loyalty (trust and usefulness), and emotional loyalty (deep, affective connection). Each type informs different design and measurement approaches, and emotional loyalty is the hardest to measure but often the strongest predictor of enduring advocacy.

Audience Metrics

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Frequently Asked Questions About Let's Talk Loyalty

What is Let's Talk Loyalty about and what kind of topics does it cover?

The show centers on loyalty marketing and the broader ecosystem of customer engagement, featuring in-depth conversations with practitioners and leaders from airlines, retailers, hospitality, utilities, and tech platforms. Episodes explore how loyalty programs evolve—from coalition structures and data-driven personalization to ecosystem partnerships and omnichannel experiences—often tying strategy to business outcomes like retention, share of wallet, and brand differentiation. A standout pattern is the global, cross-sector perspective, with guests detailing practical implementations, governance, partnerships, and the impact of loyalty on growth. The format tends to blend strategic vision with hands-on lessons, making it useful for practition... more

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Which podcasts are similar to Let's Talk Loyalty?

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1. Uncensored CMO
2. Masters of Scale
3. The Digital Marketing Podcast
4. The Diary Of A CEO with Steven Bartlett
5. Nudge

How many episodes of Let's Talk Loyalty are there?

Let's Talk Loyalty launched 7 years ago and published 790 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on Let's Talk Loyalty?

Recent guests on Let's Talk Loyalty include:

1. Victoria Dravneek
2. Chris Jones
3. Pavel Los
4. Dr. Kaveer Maharaj
5. Kim Hardaker
6. Mrinalini Chowdray
7. Georgia Gkolfinopoulou
8. Chad White

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