Podcast 94 - The AI Loyalty Manager: Time to Rethink the Role?

Well, let's just get into what, what's the role of a modern loyalty manager? So, I mean, Donald, you're, you're living this day to day, so can you talk us through what a typical week looks like and what's on your plate?

Yeah, I, I think that's kind of one of the things that surprised me the most when I, when I first took on this role is just how diverse the, the, the day-to-day is.

Uh, I have a marketing background, so I'm, I'm very much focused on the marketing aspect of the program.

But I, I think it's really running a small business within a business, right? We've got, you know, there's marketing, there's, um, there's data, there's customer care, there's, you know, dealing with partners and how do we create partnerships.

There's vendors.

Um, you know, you've, you've got your own budget.

You've got inventory to worry about.

So I, I think that no, no two days are the same, and it seems like a, a lot of running around like a chicken with its head cut off because there's just, uh...

It's hard to focus on any one thing because there are so many aspects, I think, of a, of a loyalty program that, that you gotta pay attention to.

And, uh, you know, hopefully you have a good team in place that, that can, can help with that.

And, you know, but, but I think to me, that's where AI really helps out is, you know, how do you make, start making those connections, and, and it's helping me to just kind of keep on task of, uh, of all the different aspects of the, of a program.

Yeah.

I li- I like your description of, um, of running a small business.

It, it's, it's almost everything in there because you've got, as you said, marketing, operations, finance, measurement.

And, uh, and Matteo, how about you?

Yeah.

So it made me laugh.

I had to smile when Donald said that building the business is the same thing I always say as well.

Uh, I think, uh, think about it.

I think we can probably split, uh, the roles of a loyalty manager or loyalty team if you... 'Cause not just one person.

Uh, often it's more people making it, make it work.

But I think is, uh, if you think about it, there are probably six hats a loyalty manager need to wear.

There is a strategist, which is about, uh, defining the new proposition, uh, define the s- the strategy and the vision for a loyalty program, but also define new benefits, and this can also include the strategic part of the campaign management.

Then I think there is the commercial owner, which is about owning the budget, keep cost and liability under control, track the performance, but also demonstrate, uh, the incremental value the program adds to the business.

Then there is a marketer, which is about, uh, how do we talk about the program, and also the branding of the program, but how, also how do we make sure the customer are aware of existence of a loyalty program.

Well, let's just get into what, what's the role of a modern loyalty manager? So, I mean, Donald, you're, you're living this day to day, so can you talk us through what a typical week looks like and what's on your plate?

Yeah, I, I think that's kind of one of the things that surprised me the most when I, when I first took on this role is just how diverse the, the, the day-to-day is.

Uh, I have a marketing background, so I'm, I'm very much focused on the marketing aspect of the program.

But I, I think it's really running a small business within a business, right? We've got, you know, there's marketing, there's, um, there's data, there's customer care, there's, you know, dealing with partners and how do we create partnerships.

There's vendors.

Um, you know, you've, you've got your own budget.

You've got inventory to worry about.

So I, I think that no, no two days are the same, and it seems like a, a lot of running around like a chicken with its head cut off because there's just, uh...

It's hard to focus on any one thing because there are so many aspects, I think, of a, of a loyalty program that, that you gotta pay attention to.

And, uh, you know, hopefully you have a good team in place that, that can, can help with that.

And, you know, but, but I think to me, that's where AI really helps out is, you know, how do you make, start making those connections, and, and it's helping me to just kind of keep on task of, uh, of all the different aspects of the, of a program.

Yeah.

I li- I like your description of, um, of running a small business.

It, it's, it's almost everything in there because you've got, as you said, marketing, operations, finance, measurement.

And, uh, and Matteo, how about you?

Yeah.

So it made me laugh.

I had to smile when Donald said that building the business is the same thing I always say as well.

Uh, I think, uh, think about it.

I think we can probably split, uh, the roles of a loyalty manager or loyalty team if you... 'Cause not just one person.

Uh, often it's more people making it, make it work.

But I think is, uh, if you think about it, there are probably six hats a loyalty manager need to wear.

There is a strategist, which is about, uh, defining the new proposition, uh, define the s- the strategy and the vision for a loyalty program, but also define new benefits, and this can also include the strategic part of the campaign management.

Then I think there is the commercial owner, which is about owning the budget, keep cost and liability under control, track the performance, but also demonstrate, uh, the incremental value the program adds to the business.

Then there is a marketer, which is about, uh, how do we talk about the program, and also the branding of the program, but how, also how do we make sure the customer are aware of existence of a loyalty program.