Audio Transcript

1 (5s): Welcome to Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals. I’m your host, Paula Thomas, and if you work in loyalty marketing, join me every week to learn the latest ideas from loyalty specialists around the world.

Are you leading a loyalty program in the UK and wondering what will be important in the future? Would you love to hear a brand new research into loyalty trends so that you could figure out how to future proof your program?

Well, to launch Collinson’s new partnership with Salesforce and Salesforce’s new loyalty management module, these two leaders in loyalty are hosting an exclusive event in London, all about future proofing loyalty.

It’s being hosted at Salesforce Tower, right in the heart of the city of London on Thursday, the 12th of May, so to get your free invitation, simply register on invite.salesforce.com forward slash future proofing loyalty.

It promises to be a wonderful afternoon, a chance to meet and mingle with other loyalty professionals and be inspired with some wonderful ideas for the future of your loyalty program.

Hello, and welcome to episode 217 of let’s talk loyalty today. I’m going back and revisiting my talk with Ashish Sinha, the managing director for Epsilon for Asia Pacific, the middle east and Africa.

As many of you know, Epsilon is a great partner of “Let’s Talk Loyalty”, and certainly is one of the best known loyalty marketing platforms in our industry.

(1m 59s): This was such an interesting conversation because we were almost a year into the COVID-19 pandemic. So together we discussed how much loyalty programs had already changed during that short time, how brands had to adapt, not just themselves to the pandemic, but how the pandemic was affecting their own customers’ behavior. Of course, like anything, some brands got it really right. And others really struggled to respond. One example was a company who responded to their dramatic loss of sales by bombarding their members with more and more deals, which might’ve seemed like a reasonable thing to do at the time, but really did a lot of damage to their relationships with loyal customers, mainly because the reason they had stopped by was that they were actually struggling financially due to COVID itself with, for example, so many people losing their jobs. 1 (2m 60s): So a key lesson I think we talked about in this episode is really how important it is for all of us to examine our data and really uncover why customers are behaving the way they are. Ashish gave us two other great examples of brands that got it exactly right. One was a bank, which instead of sending out offers for new insurance or investment products, instead decided to focus on helping their customers become better educated on government programs or grants that might be able to help them if they were under financial strain from COVID or a related job loss. 1 (3m 40s): The other one was the wonderful pharmacy retail chain called Walgreens who had recently revamped their loyalty program. Now it’s set up in a way, not just to reward customers for shopping there and buying the usual things, but they’ve brought in a whole new approach where they are partnering with their customers to offer tailored health solutions based on each person’s individual medical history. And again, as we often do on this show, we then talked about how crucial it is for brands to take extraordinary care of the customer data. They collect platforms like Facebook have made plenty of mistakes in the past, and that is really making customers extra cautious about giving out their private information, given the rise in COVID-19 and the exponential growth of e-commerce as a result, brands are collecting more and more data. 1 (4m 37s): And of course now with first party data, which is the richest and most valuable type, the biggest takeaway for me from this episode is that ongoing commitment to use our data, to get to know our customers and make sure that we’re really partnering with them to help and enrich their lives, not just send them constant offers and coupons. There were so many wonderful insights in this episode. It’s definitely a great one to go back and listen to a second time. If you’d like to it’s quite simply let’s talk loyalty.com forward slash 80. That’s it for today’s Short Summary tomorrow, we’ll be talking about the world’s largest hospitality loyalty program that you’ve never heard of that discovery program, which is the world’s largest Alliance for independent hotel brands and is used for example, by an Antara Avani Kempinski and actually over 30 other brands. 1 (5m 39s): Then on Thursday, we’re bringing back out in Posner to share with us his 20, 22 report on consumer insights from the Australian loyalty. Markish all of which are relevant to loyalty marketeers all over the world, no matter where you are living and working. Thanks again for listening to today’s episode of let’s talk loyalty. I really do appreciate it. This show is sponsored by the wise market here. The world’s most popular source of loyalty marketing use insights and research. The wise market tier also offers loyalty marketing training through its loyalty academy, which has already certified over 245 executives in 27 countries as certified loyalty marketing professionals. 1 (6m 33s): For more information, check out the wise market tier.com and loyalty academy.org. Thank you so much for listening to this episode of let’s talk loyalty. If you’d like us to send you the latest shows each week, simply sign up for the let’s talk loyalty newsletter on let’s talk loyalty.com. We’ll send our best episodes straight to your inbox, and don’t forget that you can follow let’s talk loyalty on any of your favorite podcast platforms. And of course we’d love for you to share your feedback and reviews. 1 (7m 17s): Thanks again for supporting this show.