Keynote speaker

On day two of Loyalty Connect Global in Dubai, I had the privilege of delivering a keynote on a topic that sits at the heart of every loyalty professional’s agenda: the KPIs that truly define success.

Titled Loyalty KPIs: The Definitive List, the session was based on one of the most actionable chapters from my book Blind Loyalty. I unpacked ten critical KPIs that every loyalty program should be tracking to understand its true performance and long-term value.

These key metrics ranged from how many customers remain active after enrolment, to how long it takes to activate them once they’ve joined. We looked at what proportion of sales is driven through the loyalty program, how many members are redeeming, and the percentage of rewards that are actually redeemed. And of course, no discussion would be complete without looking at return on investment, the ultimate test of a loyalty program’s effectiveness.

For each of the ten KPIs, I offered the audience practical benchmarks, examples from top-performing global brands, and my personal viewpoint developed through years of experience and shared in Blind Loyalty.

I closed the session with a call to action for the loyalty industry to go beyond the numbers and make a measurable impact in the world. I invited attendees to join me in supporting the Blind Loyalty Trust and our mission to reverse blindness. Whether by purchasing a Blind Loyalty bracelet or book, converting rewards points to donations, or joining our Run for Vision initiative, every action helps raise funds and awareness to give the gift of sight to those who need it most.

For the second year running, I had the privilege of attending Loyalty Connect Global in Dubai, an event that continues to bring together the most innovative minds and transformative ideas in the loyalty industry. This year, I had the honour of moderating a panel discussion featuring two of the most progressive loyalty brands operating today.

Joining me on stage was Rob Pope from Myer One, the award-winning loyalty program of Myer, one of Australia’s most established department stores. Myer One stands out as one of the world’s best retail loyalty programs, and Rob shared compelling insights on how retail brands can use data and technology to deepen customer relationships and drive measurable results.

Also on the panel was Amélie Brechoire from Accor Live Limitless (ALL), the renowned loyalty program from global hospitality leader Accor. Amélie brought a fascinating perspective from the travel and hotel sector, speaking to how Accor is continuously evolving its loyalty offering to deliver personalised, emotionally resonant experiences for guests around the world.

Our discussion explored the core technology enablers that underpin modern loyalty success, ranging from flexible platform architecture to real-time data capabilities and seamless integration across channels. Both Rob and Amélie stressed how vital it is to have a scalable, adaptive tech foundation to support today’s fast-changing customer expectations.

We also delved into the increasing importance of personalisation in loyalty programs. No matter the industry, customers now expect relevance, whether it’s personalised rewards, tailored messaging, or intuitive customer journeys. Loyalty programs must step up to meet that expectation or risk becoming irrelevant.

What made this panel truly inspiring was hearing how these two world-class brands, each from vastly different sectors, are united in their commitment to taking loyalty to the next level. They’re not just running programs; they’re building ecosystems of value, trust, and emotional connection.

What a privilege to speak at the Emirates Skywards 25th Anniversary Conference – celebrating one of the world’s most iconic loyalty programmes.

In my keynote, I unpacked the future of loyalty strategy and global trends.

Congratulations to the Emirates Skywards team on 25 years of innovation, excellence, and customer-first thinking.

Loyalty storytelling from around the world

Loyalty Juggernaut in Hyderabad, India

I was recently invited as a keynote speaker at the Loyalty Juggernaut conference, where my keynote discussion focused on the concept of “Loyalty Storytelling” and the key elements of effective loyalty programmes.

I explored the importance of making loyalty programmes engaging and fun, incorporating gamification to enhance user experience. Customer experience and loyalty are inseparable, and understanding consumer psychology is critical to designing and managing a successful programme.

Consumers prioritise travel and the consolidation of their loyalty currencies, making it essential to understand these behaviours. Another key aspect of loyalty storytelling is the creation of communities within a loyalty programme, strengthening engagement and connection.

The purpose and authenticity of a loyalty programme are also vital, ensuring it resonates with consumers on a meaningful level.

Attending the Asia Pacific loyalty conference in August was an exceptional experience, made even more special by the opportunity to deliver one of my favourite keynotes. I opened the conference with a deep dive into Loyalty KPIs and how to radically simplify loyalty, based on my book Blind Loyalty – 101 Loyalty Concepts Radically Simplified.

The conference was packed with over 300 attendees and remarkable loyalty speakers from around the world. A standout moment for me was listening to my co-partner at the Customer Strategy Network, Yuping Liu-Thompkins. Yuping is a Professor of Marketing at Strome College of Business, USA, and shared insights on optimising loyalty through psychological drivers. She explained how consumer psychology plays a pivotal role in how members engage and interact with a loyalty programme. We apply these theories when creating the critical member engagement plan, which forms the foundation of how loyalty members interact with your programme once they’ve signed up.

Paula Thomas, Founder of Let’s Talk Loyalty & Loyalty TV (for which I’m a guest host of a monthly loyalty podcast), interviewed Emma Porter from the Adairs loyalty programme in Australia. Listening to a Let’s Talk Loyalty episode live was incredibly impactful, and Paula’s panel at our South African International Leaders in Loyalty Summit on 12 September will mark her first live stream Loyalty TV event. We’re thrilled and can’t wait!

One of my favourite loyalty discussions is about loyalty fraud. The Asia Pacific conference also featured a powerful conversation between Michael Smith—whom I call the ‘Chief Loyalty Officer of the World’—and Luke Dynan from Accertify. They shared remarkable case studies of how loyalty fraud occurs among consumers, staff, and even criminal groups worldwide. No loyalty professional can afford to ignore this compelling and increasingly challenging issue.

Lastly, I want to highlight a keynote from Professor Cristina Ziliani, who discussed how loyalty programme operators are supporting meaningful sustainability. Is this just greenwashing, or does it actually make a difference? Cristina, a Professor at the University of Parma, Italy, shared incredible case studies around the psychological factors that facilitate the adoption of sustainable behaviours within the loyalty industry.

Highlighting just a few keynotes feels unfair to every loyalty professional who took the stage. The insights were remarkable, and the loyalty industry in Australia and the Asia Pacific region is booming. I see many similarities between the southern hemisphere industries (Australia and South Africa), where the loyalty community is a close-knit group of professionals sharing insights to empower the broader delivery of loyalty excellence to consumers. As a result, everyone benefits from this transparent approach to elevating the loyalty game. I was honoured to be part of this remarkable gathering of loyalty minds, organised by the Australian Loyalty Association.

I took to the stage as a keynote speaker at the Loyalty Global Connect Conference in Dubai! It’s an honour to be part of such a esteemed gathering of industry leaders and innovators, discussing the future of loyalty in today’s dynamic market landscape.

From engaging customer experiences to fostering brand loyalty, I’m excited to share insights and strategies that drive impactful connections and lasting relationships. Dubai’s vibrant energy and innovative spirit serve as the perfect backdrop for this exchange of ideas and inspiration.

Follow me for greater insights on how to gain loyalty from your customers.