Loyalty360 Member-Only Meetings

Loyalty360 Lunch & Learn: Launching a Service-Based B2B Customer Loyalty Program (Co-Hosted by Caterpillar)
Join Corinne McKeag, Head of Global Integrated Customer Experience at Caterpillar, as she discusses the launch of the Cat Vantage Rewards program, the brand’s B2B loyalty initiative. During this session, we will explore the opportunities and challenges brands face when designing and optimizing loyalty strategies, particularly in industries that require a tailored approach to meet the complex needs of business customers. Corinne will also highlight the importance of socializing new or updated programs internally, effectively communicating program value to customers, and using insights and metrics to demonstrate the program’s value to internal stakeholders.
Loyalty360 Brand Members are invited to discuss the following topics:

• The unique challenges and opportunities in developing loyalty programs for business customers with diverse needs compared to consumers
• Leveraging VoC feedback and tailoring employee (dealer/franchisee) training to address these needs
• How customer insights, behavior analysis, and feedback shape loyalty programs and rewards structures
• Tailoring rewards and benefits to the specific needs of your loyalty members

Loyalty360 Lunch & Learn: Considerations for Loyalty Program Redesigns (Kickoff presented by Bank of America)
In this Lunch & Learn session, John Sellers, Head of Rewards at Bank of America, and Mark Johnson, Loyalty360 will lead a discussion on the strategic steps involved in redesigning customer loyalty programs. John will walk through the initial stages of Bank of America’s approach to simplify its loyalty strategy and stand out in a competitive marketplace— all while balancing the need to preserve core elements of the program valued by the brand’s most loyal clients.
Loyalty360 Brand Members are encouraged to participate and share their thoughts as we explore the following discussion points:

• Leveraging market research and Voice of the Customer (VoC) feedback throughout the program redesign process
  • Understanding competitive and "best in class" loyalty program structures and incorporating these elements into your own loyalty strategy
• Implementing program updates while ensuring changes don’t disrupt the benefits most valued by your top customers
• Best practices for testing and training during program transitions
• Managing internal and external communications effectively around program updates
• Strategies for aligning program branding and marketing with the new structure (e.g., tier names, program name, etc.)

About Loyalty University:

As brands have shared a desire for continuing education opportunities, Loyalty University sessions focus on customer loyalty trends and best practices, while allowing brand members to interact with presenters and other brands during a live presentation.

 

Session Title: Decoding AI: How Does AI Actually Work? A Behind-the-Scenes Guide Beyond the Jargon 

 

Join Loyalty360 in this Loyalty University session where Capillary’s Rohan Mahadar and Jim Sturm dive into how AI technologies—machine learning (ML), generative AI, large language models (LLM), and predictive analytics—actually function beyond the buzzwords. Gain a clear understanding of the building blocks that make these technologies work, including data processing, model training, and the unique algorithms that are reshaping the loyalty industry and driving innovative solutions.
 
 Learn what’s possible (and what isn’t) with AI in loyalty and explore how generative AI and predictive analytics can enhance customer experiences, optimize loyalty programs, and deepen brand connections. We’ll also cover Large Language Models, explaining how they drive personalized, conversational interactions and create new opportunities for engagement within loyalty ecosystems.

 

Key takeaways include:

• Gain a foundational understanding of how core AI technologies like machine learning, generative AI, large language models (LLMs), and predictive analytics work - and the differences between them. 
• Practical applications of generative AI and predictive analytics that can enhance customer experiences, optimize loyalty programs, and strengthen brand relationships. 
• How large language models (LLMs) can power personalized, conversational interactions in loyalty, creating innovative engagement opportunities and transforming the way brands connect with their audiences. 

Session Overview: 
 
As part of this Loyalty360 Lunch & Learn, Cinemark's Andrew Sonnichsen, VP of Loyalty, Gift Card, and Customer Insight, will share insights and best practices for brands considering or currently operating a subscription-based loyalty program. Drawing from his own experience with Cinemark's Movie Club program, the discussion will cover the key benefits and risks associated with implementing a paid loyalty program, as well as strategies for establishing and maintaining a successful program. 
 
Discussion topics will include: 

• Evaluating if a paid subscription program is a good fit for your organization
• Best practices for designing and launching a paid subscription program
• How to continue to drive success as the program matures

Join us for a Loyalty360 Lunch & Learn session, led by Neil Norman, Head of Customer Loyalty & CPG Marketing Partnerships at Food Lion. This session will explore the fast-paced customer loyalty landscape and the trends driving brand success today, as well as the innovations poised to shape the future. 
 
Loyalty360 Brand Members are invited to bring their perspectives on: 

• Technologies and loyalty strategies that are delivering results today, many of which were only on wish lists a few years ago
• Innovative loyalty program features that are resonating with consumers
• Emerging trends brands should prepare for over the next 3-5 years to stay ahead in customer loyalty, engagement, and experience
• The “trends” that didn’t live up to their promises, and the valuable lessons learned from them

Overview: This meeting will focus on members’ experiences, concerns, and impacts of fraud within customer loyalty programs. Individuals who are running customer loyalty programs see increased manners and frequency of loyalty program fraud and internal/external gaming. During this meeting, members can share their insights, challenges, and opportunities for standard operating procedures, internal and external training, manners by which to limit impacts of fraud, and current or potential fraud prevention technology partners.
** Members should come prepared to discuss their opportunities and challenges regarding customer loyalty fraud.
 
Key Discussion Topics: 

• What types of fraud (targeted attacks, fraudulent receipt uploads, etc.) are you seeing?
• Instances of fraud/program gaming associated within your program?
• How are brands preventing or monitoring certain types of fraud (Order returns (earn/burn/return), account takeovers, etc.)?
• Employee Fraud – what are brands seeing? Are there new efforts to address employee fraud/gaming?
• How should we as an industry be discussing fraud/gaming (payment/transaction fraud, other areas of concern)?

 
If there are additional topics you would like us to consider for subsequent meetings on Customer Loyalty Fraud/Gaming, please let Carly ([email protected]) or Mark ([email protected]) know.
 

Overview: Personalization, segmentation, and cadence management play a crucial role in customer loyalty programs. As one-to-one relationships become increasingly vital for loyalty success, understanding the technologies, processes, and best practices related to personalization is paramount. In this Roundtable discussion, Loyalty360 Brand Members are invited to share their experiences of incorporating personalized experiences, communications, rewards, and more into their loyalty strategies. Additionally, the meeting will focus on best practices and insights regarding the launch and enhancement of brand-level or loyalty-specific preference centers.
 
** Members should come prepared to talk about what they are seeing/how they are approaching personalization within their organizations, including the discussion topics below:
Key Discussion Topics:

• Personalization Technologies: Members' usage and considerations of platforms related to personalization, including AI/Machine Learning, personalized video, personalized rewards, experiences, offer management, and personalized content/communication.
• Preference Center Management: Brands that have implemented preference centers will discuss what's working well, areas for improvement, and desired changes.
• Integration Challenges and Opportunities: Exploration of internal or external IT constraints that impact the integration of personalization technologies and strategies.
• Measurement: Evaluation of the cost, profitability, and return on investment (ROI).

If there are additional topics you would like us to consider for subsequent meetings on personalization and preference centers, please let Carly ([email protected]) or Mark ([email protected]) know.

Overview: Brand health focuses on the measurement of how well a company delivers on its “brand promise”, inclusive of the product/service it offers and the perceived value and quality to customers. A healthy brand will deliver memorable, consistent, and differentiated customer experiences. During this Digital Roundtable session, we’ll discuss members’ interest in or experience with brand/loyalty program health measurement, tracking, and best practices. 
 
** Members should come prepared to discuss best practices, approaches, and opportunities related to brand/customer loyalty program health, along with the discussion topics below **
 
Key Discussion Topics:

• Importance of measuring brand/loyalty program health
• Gathering customer feedback and insights on overall brand and loyalty efforts
  • Survey techniques, tools, and questions asked
• Brand/loyalty health tracking tools and monitoring
  • Brand/loyalty health KPIs and metrics
• Loyalty versus convenience – are customers truly loyal to your brand?

 
**If there are additional topics or questions you would like us to consider for this or subsequent meetings, please let Carly ([email protected]) or Mark ([email protected]) know.