#391: Loyalty Insights from Asia - Speak Like a CEO (Short Summary Show)

Listen in to hear Tom’s short summary show from the original podcast hosted by Paula Thomas featuring  a conversation with Henry Christian. LinkedIn loyalty guru and independent loyalty consultant.

Henry has many years of experience guiding brands and managing loyalty programmes throughout Asia.  Henry shares insights on the importance of speaking like a CEO, leveraging customer data and how A/B testing can prove valuable instead of making assumptions for members versus non-members.

Henry shared strategies for membership retention and acquisition talks about a very important principle that loyalty is not a program, it is an outcome to expect from your customers.

Hosted by Tom Peace.

Show Notes:

1)  Henry Christian

2) LinkedIn Loyalty Post – Speak Like a CEO

3) #215: Loyalty Insights from Asia – Speak Like a CEO

Audio Transcript

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.

This episode is brought to you by Collinson Worldwide, leaders in Customer Engagement and Loyalty. Creating and orchestrating customer engagement and loyalty initiatives and programs for some of the world’s biggest brands in travel, retail, and financial services. Doing it globally for over 30 years. Want to know more? Go to collinsongroup.com.

Tom: Hi, I’m Tom Pace, 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 Henry Christian, LinkedIn loyalty guru and independent loyalty consultant.

Henry has many years of experience. Guiding brands and managing loyalty programs throughout Asia. Henry shares insight on the importance of speaking like a CEO, leveraging customer data, and how A/B testing can prove valuable instead of making assumptions for members versus non-members. The first part of this episode is fascinating.

As usual, Paula asks her guests about their favorite loyalty program. And Henry’s rather intriguing favorite is Reddit. I must a bit, I’m only vaguely aware of the benefits of Reddit through my son’s experience, but I can totally see why Henry evangelizes so much about this brand. First and foremost, as a user, you are instantly part of a community that you choose to engage with, align to your interests.

It’s a perfect self selection. As you contribute to this community, you gain karma, and as your level of karma increases, so does your status and privileges. This does sound like a fantastically well thought out loyalty proposition, and well worth checking out. Henry is a hugely experienced loyalty professional across the Asian market, and it’s great to hear his perspectives on loyalty.

All of us can take great value from his loyalty insight. Henry shares his views on key aspects for success in loyalty. I particularly enjoyed his commentary on how important it is to be clear not smart, members want a simple program that is easy to understand and convenient to use. Henry also talks about the importance of making sure that communications are relevant and personalized. You don’t need to be on all the time, in fact, that can be really damaging to the relationship.

Community is also a big thing for Henry as can be seen from his love of Reddit, and this rarely comes across in his discussions with Paula. This is an emerging trend within loyalty especially in the Asian market, but also on a global scale.

Brands need to think about how to create communities aligned to their members’ beliefs. And finally, something very close to my heart too, Henry showcases the importance of managing a positive return on investment from a loyalty program. Within loyalty, it is much easier to measure the impact of activity, and you definitely should always lead with the numbers.

When planning a successful customer strategy, I’d highly recommend listening to the main show, which can be found at www.letstalkloyalty.com and first aired on the 26th of April, 2022, episode number 215. Thanks for listening, I hope you enjoyed my summary Show all of best and speak to you soon. Tom.

Paula: This show was 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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