This is another week of the Wiser Loyalty series podcast, which is hosted by Aaron Dauphhinee, CMO of the Wise Marketer Group, and the CEO, Bill Hanifin. These leading loyalty marketers unveil constructs form the Loyalty Academy™ curriculum which leads to candidates achieving their Certified Loyalty Marketing Professional™ (CLMP™) designation.

In this episode, they explore constructs for “How to Create a Winning Value Proposition” (course #106) and building upon last week's discussion on the importance of knowing your customer – in the sense of understanding the macro cultural trends that impact customer outlook, including considerations you need to take into account even before you get to data segmentation.

This week explores the basic elements of creating a solid CVP at a top level. Noted are the “must haves” to creating an offer set that will engage customers and keep them interested over the long term in the opinion of these tenured loyalty experts.

Show notes:

1) Bill Hanifin

2) Aaron Dauphinee

3) The Loyalty Academy™

4) The Wise Marketer

This episode is available in audio format on our Let's Talk Loyalty podcast, and in video format on www.Loyalty.TV.

The idea of “emotional loyalty” has been raised many times on our show, but never before in such breadth and depth as in today’s conversation.

It’s a really big idea and one that brand marketers and loyalty marketers know is critically important but often struggle to achieve.

My guest today is hugely passionate about the topic and she wrote an article about it (in French) for herself and her clients back in 2023.

It was SO well received, that it was firstly translated in to English, then it became an ebook featuring some incredible statistics and insights and now, we’re here to share it on Loyalty TV.

Jessica Lavigne is a CRM and Customer Loyalty Professional for Comarch, based in France, so I hope you enjoy listening to our conversation, all about the importance and some suggested ideas to create true “emotional loyalty” for your brand.

Show notes:

1) Jessica Lavigne

2) Comarch

3) Gallup Research: Become your customers' most trusted partner

4) Emoloyalty ebook

5) Beyond Transactions: Emotional Loyalty and Sustainable Brand Relationships

6) LTL: #323: Ikea Family - Beloved Retailer Shares Its Latest Loyalty Innovations

7) Watch the full interview episode at www.Loyalty.TV

In this episode, Carly Neubauer, Co-Founder and Director of Elevate Loyalty, sits down with Chris Mills, Vice President of Loyalty & Partnerships for Accor across Middle East, Africa & Asia Pacific.

With over a decade of experience in loyalty and digital marketing, Chris shares insights from his journey leading the transformation of Accor’s award-winning loyalty program, Accor Live Limitless (ALL).

Discover how ALL, spanning over 40 hotel brands, prioritizes emotional connections to deliver personalized travel experiences that resonate deeply with members.

Join us as we explore the importance of emotional engagement in loyalty programs and its impact on member satisfaction and brand advocacy.

Show Notes :

1) Chris Mills

2) Accor

3) Accor Live Limitless (ALL)

The Wiser Loyalty series podcast is hosted by Aaron Dauphinee and Bill Hanifin from the Wise Marketer Group. They tap into courses from the Loyalty Academy™ Certified Loyalty Marketing Professional™ (CLMP™) curriculum and bring that material to life with current market examples.

In this episode, our hosts bring fresh content from The Loyalty Academy™ on “How to Create a Winning Value Proposition” (course #105). The “CVP” as we refer to it is the centerpiece of loyalty program strategy and an important piece of the broader customer strategy for your organization. Hear about what you need to consider when you strike out to create a value proposition that will gain the attention of customers and help you develop the valuable relationships you seek.

The community of professionals who have earned their CLMP™ from the Loyalty Academy™ is nearing 1,000 individuals across 53 countries worldwide. If you would like more information on how to become part of the community leading this industry into the future, please visit LoyaltyAcademy.org.

Show notes:

1) Bill Hanifin

2) Aaron Dauphinee

3) The Loyalty Academy™

4) The Wise Marketer

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Most marketers today are facing a perfect storm and increasing pressures - whether it's consumer's concerns about the cost of living or fundamental lifestyle shifts post pandemic, or brands focused on achieving more but with fewer resources.

Today's episode is a masterclass in tools, tips and techniques for loyalty marketers in 2024, as we're joined by Michele Fitzpatrick from Marigold.

With more than thirty years experience as an advocate for putting the humanity back in to marketing, consumer, Michele shares her wisdom and expertise and "top ten tips to improve your customer loyalty" and do more with less.

There's never been a better time to reflect on your program, your value proposition and and your performance, and today's episode includes the essential strategies to keep in mind in order to achieve mutually rewarding outcomes for you as brands and for your consumers.

Listen (or watch) for Michele's top tips and details of how you can request her slides for advice on how to support your program's growth.

Show notes:

1) Michele Fitzpatrick

2) Marigold

3) Watch the full interview episode at www.Loyalty.TV

This episode of Let's Talk Loyalty is in Spanish.

En este episodio conocimos de parte de Mariana Botero, CEO de Puntos Colombia, lo que ha pasado en la plataforma de lealtad más relevante de la región y modelo a seguir de una coalición exitosa, como ha sido su evolución después de 6 años de haberse lanzado en el mercado de Colombia. Hoy la plataforma tiene más de 7.3M de usuarios que reciben beneficios en su día a día de parte de 3,700 aliados que conforman el ecosistema.

Mariana nos habló de la visión del CEO en cómo gestionar a una empresa dedicada a la lealtad, de cómo se balancea el programa entre los diferentes aliados y se mantiene el equilibrio entre los socios, de métricas de gestión que se incluyen en el balance scorecard y del activo más valioso que tiene la marca: el equipo. Nos habló de la cultura organizacional que es pilar fundamental del éxito de Puntos Colombia.

Hoy, aprenderemos de cómo si existen modelos de coalición exitosos y relevantes que permanecen en el tiempo con crecimientos año con año dando valor a los usuarios y a los aliados.

Show notes:

1) Mariana Botero

2) Puntos Colombia

3) Alejandro Gonzalez Saul

Each month in the Wiser Loyalty series, Loyalty Academy™ senior faculty members Bill Hanifin and Aaron Dauphinee draw a theme based on the courses required to earn the Certified Loyalty Marketing Professional™ (CLMP™) designation, which is nearing 1,000 individuals across 53 countries worldwide. This month, they are talking about financial planning for loyalty programs and the material is based on the Loyalty Academy™ course: Loyalty Financial Modeling (#105).

Throughout the month, we’ve covered the ecosystem of considerations needed to create a solid financial plan for your customer loyalty initiative. To wrap up the conversations, we share a few examples from work with clients that tie together the concepts shared, illustrate key planning steps, and reemphasize the need to work cross-functionally to have the best chance of creating a sustainable program structure.

Show notes:

1) Bill Hanifin

2) Aaron Dauphinee

3) The Loyalty Academy™

4) The Wise Marketer

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

This episode is very different to our usual episodes as it was recorded quite spontaneously at a recent event.

The Comarch User Group is an annual meeting of Comarch’s clients who come together in the city of Krakow in Poland to learn, network, and be inspired.

We were lucky enough to be invited again this year, and like most of the audience it was our first opportunity to meet Dr Anna Pruska, who was appointed CEO of Comarch earlier this year.

Dr Pruska is a Doctor of Humanities in the field of International Relations and completed her Master's studies in Finance and Banking at the Warsaw School of Economics, and she started working for Comarch two decades ago,

Most of you know Comarch as a global IT solution that powers some of our favourite loyalty programmes in the world, so to have the chance to meet their new CEO – a leading woman in the global technology industry was incredibly exciting.

We took the opportunity to ask if we could do a short interview to allow you as our audience to also meet her and she agreed.

We were also joined by Piotr Kozlowski who most of you will know as the Vice President of Consulting for Loyalty Solutions at Comarch.

Listen to enjoy our impromptu interview and we hope it’s the first of many we do together with the Senior Leadership team in Comarch.

Show notes:

1) Comarch

2) Dr Anna Pruska, CEO of Comarch

3) Piotr Kozlowski, Vice President of Consulting for Loyalty Solutions at Comarch

4) Watch the full interview at www.Loyalty.TV