Paula: Welcome to Let’s Talk Loyalty, an Industry podcast for loyalty marketing professionals. I’m Paula Thomas, The Founder of Let’s Talk Loyalty. Today’s episode is hosted by Tom Peace, Managing Director of The Loyalty People, a strategic consultancy with a laser focus on loyalty, CRM, and customer engagement.
The loyalty people also runs a free global community for anyone working in the loyalty industry. If you are working in loyalty marketing, make sure to join Let’s Talk Loyalty every Tuesday, Wednesday, and Thursday to hear the latest ideas from loyalty experts around the world.
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Tom: Hi, I’m Tom Peace, Managing Director of The Loyalty People and presenter of Let’s Talk A Little Loyalty. Welcome to this week’s short summary show, on behalf of Let’s Talk Loyalty, this week my Let’s talk a little Loyalty podcast showcases Paula’s interview with James Berry, Commercial Director, Valuedynamics at Collinson.
James shares game-changing concepts he believes are becoming pivotal for loyalty professionals. This was a fascinating interview with James, an extremely experienced global loyalty expert. James and Paula discussed the dramatic changes in consumer behavior and some of the innovative ways we can connect programs, consumers and merchants in order to ensure loyalty programs become even more relevant in everyday lives.
James also discusses emerging technologies like NFTs and cryptocurrencies, so I thought it would be fun to review this a year on to see how things have changed. James talks about how the tricked personalization is through simplification and everyday value to the customer. I think this is very true and loyalty program managers need to be very careful not to overcomplicate their program or their communication.
James goes on to explain how important it is to forge and develop long-term partnerships with the customer through the use of the data to create customer insight, to create a strong relationship based on highly relevant and appealing offers and communication. James also talks about how this approach must extend to your partners as well as your customers for James’s business, this relates to the merchants and travel brands who provide content and offers within the programs that Collinson runs.
And it’s crucial to ensure that there is a strong relationship with good feedback driving ongoing improvement. Collinson are at the forefront of technology developments, and James talks through his favorite current solution, card linking, which provides a seamless customer solution for programming, identification and data collection.
James talks about the future of NFT and Crypto within the loyalty sector. Interestingly, James talks about how NFTs could be used in loyalty to create communities and subgroups within your customer set, not something I have thought of before, and a very interesting take on NFT usage. NFTs still don’t seem to have made the impact some people were expecting, but I do personally agree with James. That is definitely a space in loyalty for them. Let’s see what the future holds.
I’d highly recommend listening to the main show. Which can be found at www.letstalkloyalty.com and first aired on the 28th of April, 2022, episode number 216. Thanks for listening, I hope you enjoyed my summary Show all the best, and speak to you soon. Tom.
Paula: This show is sponsored by The Wise Marketer. The world’s most popular source of loyalty marketing news, insights, and research. The Wise Marketer also offers loyalty marketing training through its Loyalty Academy, which is already certified over 500 executives in 38 countries as certified loyalty marketing professionals.
For more information, check out thewisemarketer.com and loyaltyacademy.org.
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