What happens when a loyalty programme becomes deeply connected to the brand customers already love?

In this episode we are joined by Pascale McBain, Head of Digital Customer Experience at Baker’s Delight, to explore how Dough Getters is strengthening customer relationships across more than 500 bakeries in Australia.

Pascal shares how Baker’s Delight uses loyalty data to understand customer behaviour, why research revealed that awareness—not rewards—was the biggest opportunity, and how Dough Getters is driving emotional connection, advocacy and commercial value.

He also discusses the importance of simplicity and frictionless experiences, the role of personalisation, engaging franchisees across a complex network, and how customer data is shaping the future of the programme.

A fascinating conversation about building loyalty by combining brand love, customer insight, simplicity and meaningful rewards.

Hosted by Carly Neubauer

Show Notes:

1) Pascale McBai

2)Baker’s Delight

3) Dough Getters

4) The Chimp Paradox by Professor Steve Peters (Book Recommendation)

In this episode, Charlie Hills interviews Timothy Lange, CRM Lead at Vinted, a brand well known and loved by listeners. Tim leads the CRM team's messaging as the company transitions from a fashion resale platform to a multi-category marketplace and continues its expansion across Europe. His focus is on driving engagement, personalisation, and improving the Vinted experience for millions of members.

In this episode, listeners will learn all about Vinted, how the brand manages loyalty, and key insights and innovations to look out for.

Loyalty marketing professionals are invited to join the show every week to hear the latest ideas and insights from loyalty experts around the world.

Show Notes:

1) Timothy Lange,

2) Vinted

3) Quiet by Susan Cain (Book Recommendation)

This episode is sponsored by Epsilon.

Loyalty Buyer's Guide from Epsilon - a free practical guide to help you evaluate loyalty platform options.

Download it here now.

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Today’s episode is in Audio only.

In this episode, our host Nyeleti is joined by Alice Sesay Pope, a Fortune 100 executive, former Global Vice President at Amazon, and author of The Trust Algorithm, to explore why the hardest part of AI adoption isn't the technology at all—it's the trust required to use it well.

Drawing on more than two decades of leadership across Amazon, Visa, Microsoft, Capital One and USAA, Alice makes the case that transformation succeeds or fails on people, governance and judgment long before it succeeds or fails on technology. The conversation moves from how leaders diagnose which problems genuinely call for AI, to what builds a customer's confidence to engage rather than hesitate, to what effective governance and accountability actually look like once AI moves from framework to lived, high-stakes experience.

A central theme is that this wave of transformation is different from those that came before it - not because it changes how work gets done, but because it changes who, or what, is doing the thinking. Nyeleti and Alice discuss what that shift means for how people behave inside organisations, and for loyalty and CX professionals in particular, who are often influencing AI transformation rather than leading it.

This episode offers a grounded, leadership-first perspective for anyone building customer loyalty in an environment where trust, not technology, is the real currency of transformation.

Show notes:

1) Alice Sesay Pope

2) The Trust Algorithm

3) Good to Great - Jim Collins (Book Recommendation)